United Breaks Guitars

United Breaks Guitars
While whistling to “United Breaks Guitars” several times throughout the day, I have contemplated the strategies United Airlines has taken in response to Dave Carroll.
There is no doubt that many passengers who have flown United, or any airline for that matter, have had damaged luggage. But that is a risk that you should know you are taking when checking luggage on a plane. Many times I have been on board an aircraft watching luggage load onto to plane, thrown would probably be a better word.
Initially I would have to agree with United. In reality something is bound to be tampered with or impaired in the millions of pieces of luggage dealt with. Travelers unconsciously should expect that something might happen to their property, it’s almost inevitable. The fact that Carroll would get compensated but others filing claims wouldn’t doesn’t seem fair.
Carroll was in the public spotlight though, through his Youtube videos, and various talk show and newscast visits it was obvious that United had to address something concerning Carroll’s situation. The way that they handled it though was poorly. Searching online there was very little on United response to Carroll. Finally United announced on Twitter that they would be donating $3,000 to a music charity, after all that they announced it on Twitter! Ironic because Carroll’s guitar was $3,500. Very un-classy if you ask me.
Certainly this was a learning experience and policy changing for United. But does the public know that? United could have spun this into a great public relations campaign letting the public know that this does not usually happen and that things will be implemented. This could have been a great advertising and public relations platform. Letting the blame settle on themselves, admitting that they aren’t perfect is a great way to start. Using frequent flyers, long time clients and celebrities testifying of their experience and confidence in the airline could have built the foundation of their PR campaign.
Dave Carroll was extremely lucky, his music was promoted immensely. Talk shows and newscasts were awesome PR- yes it was non-paid. Although it was unfortunate for his guitar to break, it was really a blessing in disguise, boosting his career. Millions of hits his Youtube videos and links to his website through many articles written about him were great promotion. He definitely played his cards right.