PR Case Study

PR Case Study

It’s been nearly four years since Dave Carroll’s guitar was damaged by United Airlines. In March of 2008, Dave was flying from Halifax to Omaha when a fellow passenger noticed mistreatment of a guitar case below the plane. The musical device was damaged, and the 9 month battle for compensation with “UA” failed. Or did it?

Many of us know the story. It is not my position or desire to retell the entire escapade, but rather, to share a summarization; including thoughts on who acted appropriately, and who did not. Although Dave was not reimbursed for his damaged guitar, the fame and fortune he gained from writing a song regarding the ordeal, is valued at a much higher price. The Canadian songwriter had inspiration to post a “youtube” video of a song titled “United Breaks Guitars.” Within two weeks, the video went viral. United Airlines lost an estimated $180 million due to the song and video.

Now let’s get to the fun part: Analyzing. Which party is to blame? Who acted ethically? My views are consistent with the majority of the human race when I say, “United screwed the pooch.” At first glance, and at quick take, an individual may think Carroll acted inappropriately and in a mean manner. After all, his actions cost a major airline millions of dollars. When the entire story comes to surface, the negligent party responsible is a no-brainer: “UA” all the way. (Said in a sing-songy chant)

Carroll seemed to be more than patient, calm, and accommodating to the run-around the airline gave him. He tried contacting the right people, filing claims, and making phone calls…but to no avail. Never did Carroll threaten to sue, or get involved with a giant legal dispute with United. Time and time again nothing was done about the damaged instrument. Dave spoke with representatives in India, Halifax, Chicago, and Omaha. The exhausting fight for simple compensation ended after 9 months with emails to “Ms. Irlweg,” who denied Carroll’s claim.

It seems Dave did everything right. At the end of the dismal climb, he told Ms. Irlweg he would be writing 3 songs, and posting the videos on “youtube” for the world to see. This is exactly what Carroll had done, and it has made him feel justified.

What did United Airlines do wrong? Nearly everything. Their entire customer service system is designed to frustrate the consumer until they go away. United took Carroll on a wild goose chase for months, which ended with the airline doing nothing. In my humble opinion, Carroll acted exactly how he should have. Simple customer service would have saved United in the long run.

My advice to Dave- Keep living the dream.

My advice for United Airlines- Go to hell.

I’m out.