Reference no: EM133283733

Case: Wasaya Airways pilot John Smith (not his real name) writes a Facebook post stating, "You know you fly in the north when..." and lists ten things that would be considered racially derogatory against First Nations, Métis, and Inuit populations in Canada. He does not name Wasaya Airways in the post.

1.2 Context: Wasaya Airways is owned by First Nations communities in Northern Ontario: they service a primarily First Nations customer base, and their employees consist of a multitude of racial backgrounds. Learn more about Wasaya Airways here: https://www.wasaya.com/

STEP 2. Instructions for Completing this Assignment:

2.1 Read over the case analysis questions below carefully

2.2 Using a short answer approach, answer the four questions in a new document. Short Answer Expectations: Clear explanations with precise examples are an asset (avoid vagueness/answers that are too brief, or answers that do not explain "why" or "how").

How does John Smith's social media post cause harm to Wasaya Airways even if his post did not mention the company by name? Why?

If John Smith continues to carry out his piloting duties, how will his presence affect customers and communities who use Wasaya Airways?

With Torossian's crisis communication best practices in mind, along with any additional recommendations in the M.9 Slideshow's "Crisis Communication" section, what should Wasaya Airways consider when responding to this situation?

What steps could have been taken to avoid this situation? Explain and be specific (using Module 9 recommendations for social media and/or crisis communication to guide you).