Singapore Airlines Delivers a Masterclass in Crisis Communications — But it Wasn’t Always This Way

“Absolute terror.” That’s how one passenger described the events that unfolded onboard Singapore Airlines Flight SQ321 on Tuesday. The carrier said a Boeing 777, flying from London to Singapore hit "sudden extreme turbulence," over Myanmar. 

One person died, and many more were injured, some seriously. Passengers reported seeing heads smashed into overhead panels with people “going completely horizontal” during the mid-flight plunge. 

The flight crew made an emergency landing in the Thai capital Bangkok, where the plane landed safely. Investigations involving a range of international stakeholders have begun.

It’s an uneasy truth that even the best-run airlines can, and do, encounter tragedy. Singapore Airlines claims to be the world’s most awarded carrier, with a reputation for exceptional service and professionalism.

The company is so proud of its accolades that it updates a special section of its website listing the various prizes and awards it has won each month. 

With such a hard-fought reputation, Tuesday’s hor