CRISIS COMMUNICATION IN THE COVID-19 ERA: STRATEGIC RESPONSES OF LUFTHANSA AND TURKISH AIRLINES

Abstract

The aviation industry has been one of the sectors most affected by the COVID-19 crisis. This study comparatively examines the crisis communication strategies of two leading European airlines, Turkish Airlines (THY) and Lufthansa, within the framework of Coombs' (2007) Situational Crisis Communication Theory (SCCT). Specifically, it analyses how information dissemination and reputation management strategies were utilized on social media platforms. As part of the research, the social media content shared by Lufthansa and THY between January 2020 and December 2022 was evaluated using the quantitative content analysis method. The posts were categorized into information dissemination and reputation management strategies, and their effectiveness was assessed based on interaction metrics such as likes, comments, and shares. The findings indicate that Lufthansa adopted an information-oriented approach, prioritizing transparency and operational updates during the crisis. In contrast, THY prioritised reputation management, emphasizing emotional engagement and stakeholder relationships. While THY shared supportive messages highlighting corporate sustainability and resilience, Lufthansa underscored operational continuity and policy changes. Additionally, Lufthansa predominantly used video-based content, whereas THY relied more on text and visual-based posts. This study highlights the importance of balancing information sharing and reputation management during crises. It also provides valuable insights into the critical role of social media in effective crisis communication and management.

Keywords

• Covid-19
• Crisis Communication
• Social Media
• Lufthansa
• Turkish Airlines

COVİD-19 KRİZİNDE HAVAYOLU ŞİRKETLERİNİN KRİZ İLETİŞİMİ: LUFTHANSA VE TÜRK HAVA YOLLARI’NIN STRATEJİK YANITLARI

Abstract

Havacılık sektörü, COVİD-19 krizinden en çok etkilenen sektörlerden biri olmuştur. Bu çalışma, Avrupa'nın önde gelen iki hava yolu şirketi, Türk Hava Yolları (THY) ve Lufthansa’nın kriz iletişim stratejilerini Coombs’un (2007) Durumsal Kriz İletişimi Teorisi (SCCT) çerçevesinde karşılaştırmalı olarak incelemektedir. Özellikle sosyal medya platformlarında bilgi aktarımı ve itibar yönetimi stratejilerinin nasıl kullanıldığı analiz edilmiştir. Araştırma kapsamında, Lufthansa ve THY’nin Ocak-Mart 2020 - Aralık 2022 döneminde sosyal medyada paylaştığı içerikler nicel içerik analizi yöntemiyle değerlendirilmiştir. Paylaşımlar bilgilendirme ve itibar yönetimi stratejileri olarak kategorize edilmiş; etkileşim göstergeleri (beğeni, yorum, paylaşım) üzerinden etkileri analiz edilmiştir. Bulgular, Lufthansa’nın kriz sürecinde şeffaflığa ve operasyonel güncellemelere odaklanarak bilgi odaklı bir strateji izlediğini göstermektedir. Buna karşılık, THY itibar yönetimine ağırlık vererek duygusal etkileşim ve paydaş ilişkilerini ön planda tutmuştur. THY, kurumsal sürdürülebilirlik ve dayanıklılığı vurgulayan destekleyici mesajlar paylaşırken, Lufthansa operasyonel süreklilik ve politika değişikliklerini öne çıkarmıştır. Ayrıca, Lufthansa video tabanlı içerikleri tercih ederken, THY öncelikli olarak metin ve görsel odaklı paylaşımlar yapmıştır. Çalışma, kriz dönemlerinde bilgi paylaşımı ve itibar yönetiminin dengeli kullanımının önemini vurgulamakta ve sosyal medyanın kriz yönetimindeki rolüne dair değerli içgörüler sunmaktadır.

Keywords

• Covid-19
• Kriz iletişimi
• Sosyal medya
• Lufthansa
• Türk Hava Yolları

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