Crisis management is critical for any organisation, large or small.
In Qantas's case, crisis management is vital to ensure passengers have confidence in the brand. Safety records has never been an issue Qantas has talked about publicly, but it has long been considered a vital factor in the airline's ascension to brand icon status. Its reputation even made the silver screen when, in the 1987 film Rain Man, Dustin Hoffman's character tells co-star Tom Cruise that Qantas doesn't crash. But no company is immune to mishaps. In Qantas's case, incidents which would probably not even rate a mention for other national carriers in their home markets make front-page news in Australia.