How American Airlines responded to fatal crash

American Airlines' reputation metrics around brand favorability, trust and purchasing consideration have not shifted since a crash involving one of the company's passenger jets killed 67 people.

Why it matters: The stable reputation metrics collected by Morning Consult could signal the Fort Worth-based airline's response has been appropriate and well-received by key stakeholders and the general population.

• The American Airlines communications team had a plan, followed it and managed to avoid major political distractions after the deadliest aviation disaster in the U.S. since November 2001.

Catch up quick: Within an hour of the Jan. 29 crash, the airline released written communication with a helpline and directions for anyone who believed they had relatives onboard.

• The airline also established its newsroom page for updates and activated its CARE Team, a group of specialists who are trained to offer support.

Context: By 11pm the night of the crash, American Airlines CEO Robert Isom had released a video statement offering deep sympathies and saying the company's priority was the investigation and those impacted by the crash. He acknowledged there were still unanswered questions.

• The following morning, Isom appeared alongside local officials and first responders for a press conference. He released another video that afternoon, wearing the same outfit he was wearing in his response just hours after the crash.

Reality check: Before the crash, only 8% of U.S. adults reported seeing, reading or hearing something negative about American Airlines, according to Morning Consult's daily brand tracking.

• Since the collision, 25% say they have heard negative buzz.

Between the lines: It's not the first time a North Texas airline has had to quickly communicate after a deadly incident.

• Southwest Airlines CEO Gary Kelly released a video statement in 2018 after a passenger died from an injury on a flight.

Zoom in: Jennifer Riordan was the first person in Southwest's history to die from an in-flight incident.

The bottom line: 66% of U.S. adults are concerned about flying in the future. One-third say they are "very concerned."

• Calming nerves after this tragedy will be a task for all U.S.-based airlines.