UNIVERSITI SELANGOR

Title

THE PERCEPTION OF BACHELOR OF COMMUNICATION (HONS.)

CORPORATE COMMUNICATION STUDENTS IN UNIVERSITI SELANGOR

(UNISEL) SHAH ALAM TOWARDS CRISIS MANAGEMENT HANDLING IN

MALAYSIA AIRLINE BERHAD (MAB): THE CASE STUDY OF MH370

By

ZULFADLI BIN YUSMAR

4151004191

Academic Writing submitted in fulfillment of the requirement for the Degree of:

BACHELOR OF COMMUNICATION (HONS.) CORPORATE COMMUNICATION

UNIVERSITI SELANGOR (UNISEL)

MAY 2017

I
 BACHELOR ACADEMIC WRITING

THE PERCEPTION OF BACHELOR OF COMMUNICATION (HONS.)

CORPORATE COMMUNICATION STUDENTS IN UNIVERSITI SELANGOR

(UNISEL) SHAH ALAM TOWARDS CRISIS MANAGEMENT HANDLING IN

MALAYSIA AIRLINE BERHAD (MAB): THE CASE STUDY OF MH370

Approved By:

Madam Norazian Binti Abdul Aziz (Supervisor)

Faculty of Communication, Visual Arts & Computing

Universiti Selangor (UNISEL)

I
 ACKNOWLEDGEMENTS

All praise and gratitude belong to Allah SWT for giving me the strength and health in

completingthisprojectpaperentitled,The Perception of Bachelor of

Communication (Hons.) Corporate Communication Students in Universiti Selangor

(UNISEL) Shah Alam Towards Crisis Management Handling in Malaysia Airline

Berhad(MAB):TheCaseStudyofMH370.

First and foremost, allow me to express my utmost gratitude to my respectable

supervisor Madam Norazian Binti Abdul Aziz for her patience and constant guidance

for helping me throughout completing this Academic Writing. She has taught many,

and without her guidance, I may not be able to complete this research paper in time.

To my family, especially my parent, Yusmar Bin Sawi and Eliwati Binti Tarjo,

there are not enough words to describe how thankful I am to the both of you. I know

I do not show how grateful I am enough, but I really am. You both have taught me so

much, and going away to college and being apart from you has made me realize how

much you both mean to me.

Thank you for always being there for me, and I always appreciated your

motivation that has kept me stronger day by day. Without the two of you, I do not

know where I would be. If I have learned anything while being away from you, it is

that you are the most important people in my life, and I love you both more than

anything.

II
 To my friends, Nur Liyana Insyirah Binti Saaya, Muhamad Shafiq Bin Amsir,

Zulkarnaen Bin Zainal Abidin, Muhammad Asyraf Bin Shipurizan, Muhammad Khairul

Imran Bin Mohd Haridi, Muhammad Syazmi Bin Mohd Said, Muhammad Affiq Bin

Masruhaizan, Muhd Adib Bin Rosli, Nur Hamira Hidayah Binti Mohd Hashim and

others, thank you for listening, offering me advice and supporting me through this

entire process. To the respondents who are directly or indirectly involves during the

accomplishment of this research paper, I wished you thank you so much.

Last but not least, I also would like to extend my deepest condolences and

sympathies to the loved ones of those on board of Malaysia Airlines Flight MH370.

May Allah enhance your recompense and be generous in your calamity and forgive

the deceased and induce you with patience.

AL-FATIHAH

III
 CONTENT

COVER.. I

ACKNOWLEDGEMENT. II - III

TABLEOFCONTENTS.. IV - VI

LIST OF TABLES . VII - IX

LISTOFFIGURES.. X

ABSTRACT... XI

1.0 INTRODUCTION

1.1 Aviation Industry in Malaysia ................................................... 1

1.1.1 Malaysia Airline Berhad (MAB) .................................... 2

1.1.2 Past Incidents Involving Malaysia Airline Berhad ......... 3

1.1.3 MH370 Case Study Background .................................. 4

1.1.4 Crisis Management ...................................................... 5-6

1.2 Problem Statement .................................................................. 7 - 11

1.2.1 Previous Study Regarding Airline Crisis Management

1.2.2.1 Singapore Airline Flight SQ006 Tragedy ...... 12 - 13

1.2.2.2 Air France Flight AF447, Spanair Flight

5022 & Scandinavian Airline Systems (SAS)

Flight SK686 ................................................. 13

1.2.2.2.1 Air France Flight AF447 ............. 14

1.2.2.2.2 Spanair Flight 5022 ................... 14

1.2.2.2.3 Scandinavian Airline Systems

(SAS) Flight SK686 ................... 15

1.3 Research Objective .................................................................. 16

1.4 Research Question .................................. 17

1.5 Conceptual Framework ................. 18

IV
 1.5.1 Four Stages of Crisis (Fink, 1986) ................................ 19 - 21

1.5.2 Image Restoration Theory ............................................ 21 - 23

1.5.3 Situational Crisis Communication Theory .................... 23 - 25

1.6 Significance of the Study ......................................................... 25

2.0 LITERATURE REVIEW

2.1 Crisis Management 26

2.2 Reputation.............. 27

2.3 The Functions of Public Relation in Crisis Communication ..... 28

2.4 Corporate Communication ...................................................... 28 - 31

3.0 METHODOLOGY

3.1 Research Design ................................................................. 32 - 33

3.2 Sampling Technique ............................................................... 33 - 34

3.3 Research Instrument ............................................................... 34 - 35

3.4 Method of Data Analysis ......................................................... 35

3.5 Pilot Study ............................................................................... 35

3.6 Rationale of The Items in Questionnaire 36 - 39

3.7 Time Frame . 40

4.0 DATA ANALYSIS & FINDINGS

4.1 Actual Test & Pilot Test ...... 41

4.2 Part A: Demography

4.2.1 Age....... 42

4.2.2 Gender. 43

4.2.3 Race. 44

4.2.4 Religion 45

4.2.5 Semester . 46

4.3 Part B: Knowledge About Crisis Communication and MH370

Tragedy

V
 4.3.1 Do You Know About MH370 Tragedy? ... 47

4.3.2 Do You Know That Crisis Management Is One of The

Aspect of Corporate Communication? 48

4.3.3 From Which Media Did You Used Frequently to

Acquired News About MH370 Incident? . 49

4.4 Part C: The Approach Used by Malaysia Airline Berhad

(MAB) In Handling MH370 Crisis

4.4.1 Descriptive Statistics .. 50

4.4.2 Frequencies ................................. 51 55

4.5 Part D: The Frequency of Update in Media About MH370

Incidents in Malaysia Airline Berhad (MAB)

4.5.1 Descriptive Statistics .. 56

4.5.2 Frequencies . 57 - 61

4.6 Part E: The Suitability of Medium Used by Malaysia Airline

Berhad (MAB) During the MH370 Crisis Management

4.6.1 Descriptive Statistics .. 62

4.6.2 Frequencies . 63 - 67

5.0 DISCUSSION, CONCLUSION, LIMITATION &

RECOMMENDATION

5.1 Discussion. 68 - 71

5.2 Conclusion................................. 71 73

5.3 Contribution to the Crisis Management Approach . 74

5.4 Limitation ... 74

5.5 Recommendation. 75

REFERENCES ........................................................................................... 76 79

APPENDIX1:QUESTIONNAIRE. 80 - 81

VI
 LIST OF TABLES

Table 1 : Typology of Image Restoration Strategies ... 22

Table 2 : Situational Crisis Communication Theory (SCCT)

Response Strategies ... 24 - 25

Table 3 : Rational of The Items in Questionnaire .... 36 39

Table 4 : Time Frame ... 40

Table 5 : Actual Test & Pilot Test Reliability Scale ..... 41

Table 6 : Age of the Respondent ... 42

Table 7 : Gender of the Respondents ... 43

Table 8 : Race of the Respondents ... 44

Table 9 : Religion of the Respondents .. 45

Table 10 : Semester of the Respondents ... 46

Table 11 : Do You Know About MH370 Tragedy? .... 47

Table 12 : Do You Know That Crisis Management Is One of The

Aspect of Corporate Communication? ..... 48

Table 13 : From Which Media Did You Used Frequently to

Acquired News About MH370 Incident? ... 49

Table 14 : From Which Media Did You Used Frequently to

Acquired News About MH370 Incident? ... 50

Table 15 : Malaysia Airline Berhad (MAB) immediately held a

press conferenceafterthetragedyreported... 51

Table 16 : The press release on the incident of MH370 published

is in multi-language.. 52

Table 17 : Malaysia Airline Berhad (MAB) used social media to

spread information about the MH370 tragedy to the

public.. 53

VII
Table 18 : Malaysia Airline Berhad (MAB) top management take

the full controlduringthepressconference..... 54

Table 19 : Malaysia Airline Berhad (MAB) give accurate and

correct informationregardingtheMH370incident..... 55

Table 20 : The Frequency of Update in Media About MH370

Incidents in Malaysia Airline Berhad (MAB) .... 56

Table 21 : Malaysia Airline Berhad (MAB) provided a

comprehensivenewsabouttheMH370inmedia...... 57

Table 22 : Malaysia Airline Berhad (MAB) regularly updated the

news about MH370 incident in their official website... 58

Table 23 : Malaysia Airline Berhad (MAB) updated the MH370

incidentpressreleaseregularly..... 59

Table 24 : Malaysia Airline Berhad (MAB) keep updated the news

about the MH370innewmedia............ 60

Table 25 : Malaysia Airline Berhad (MAB) keep updated the news

about theMH370intraditionalmedia.............. 61

Table 26 : The Suitability of Medium Used by Malaysia Airline

Berhad (MAB) During the MH370 Crisis Management .. 62

Table 27 : Malaysia Airline Berhad (MAB) use text messaging to

inform the relatives of the victim about the MH370

tragedy... 63

Table 28 : Malaysia Airline Berhad (MAB) use their official website

to ease the access to information regarding the MH370

incident... 64

Table 29 : I acquired information about the MH370 incidents in

traditionalmedia... 65

VIII
Table 30 : I acquired information about the MH370 incidents in

newmedia. 66

Table 31 : Malaysia Airline Berhad (MAB) sent their

representative to visit thevictimsrelativeafterthe

incidentofMH370occurred 67

IX
 LIST OF FIGURES

Figure 1 : Conceptual Framework .............. 18

Figure 2 : Purposive Sampling . 33

Figure 3 : Age of the Respondent 42

Figure 4 : Gender of the Respondents ... 43

Figure 5 : Race of the Respondents ... 44

Figure 6 : Religion of the Respondents .. 45

Figure 7 : Semester of the Respondents 46

Figure 8 : Do You Know About MH370 Tragedy? 47

Figure 9 Do You Know That Crisis Management Is One of The

Aspect of Corporate Communication? .. 48

Figure 10 From Which Media Did You Used Frequently to Acquired

News About MH370 Incident? 49

X
 THE PERCEPTION OF BACHELOR OF COMMUNICATION (HONS.)

CORPORATE COMMUNICATION STUDENTS IN UNIVERSITI SELANGOR

(UNISEL) SHAH ALAM TOWARDS CRISIS MANAGEMENT HANDLING IN

MALAYSIA AIRLINE BERHAD (MAB): THE CASE STUDY OF MH370

ABSTRACT

The purpose of this academic writing is to Study the Perception of Bachelor of

Communication (Hons.) Corporate Communication Students in Universiti Selangor

(UNISEL) Shah Alam Towards Crisis Management Handling in Malaysia Airline

Berhad (MAB): The Case Study of MH370. This research will be analysed the

perception of the future Corporate Communication practitioner based on the three

variables which is [1] The Approach Used by Malaysia Airline Berhad (MAB) In

Handling MH370 Crisis, [2] The Frequency of Update in Media about MH370

Incidents in Malaysia Airline Berhad (MAB) & [3] The Suitability of Medium Used by

Malaysia Airline Berhad (MAB) During the MH370 Crisis Management.

The methodology used in this research paper is in a quantitative method which is in

questionnaire form that has been distributed to a sample total of 141 respondents

from Bachelor of Communication (Hons.) Corporate Communication population. The

data collected then analyzed using Statistical Package for Social Sciences (SPSS).

Keywords: Malaysia Airline Berhad (MAB), MH370, Crisis, Management, Corporate

Communication, Crisis Planning, New Media, Traditional Media, Perception

XI
 CHAPTER 1

INTRODUCTION

1.1 AVIATION INDUSTRY IN MALAYSIA

The industry of aviation in Malaysia started a long way back in the year 1911. In his

speech during the event, the 6th Prime Minister of Malaysia, Dato Seri Najib Tun

Abdul Razak (2011) said that aviation industry in Malaysia started way back in 1911

when G.P. Fuller landed his Antoinette Monoplane at Jalan Ampang Kuala Lumpur.

He stated that on October 17, 2011, in the event called 100 Tahun Penerbangan di

Malaysia organized by Department of Civil Aviation of Malaysia (DCA). Dato Seri

Najib also said that in the next 13 years which is on 1924, a Fokker FVII owned by

Koninklijke Luchtvaart Maatschappij (KLM) has landed in Alor Setar, Kedah. He also

saidthattheimpactoftheaviationsglobaleconomic is a total worth of RM16 trillion.

In Malaysia, the airline industry is crucial as the sector is one of the important roles in

helping the development of the nation and the tourism industry.

The agency responsible to monitored and ensure the safety of the aviation

sector In Malaysia is Department of Civil Aviation (DCA) of Malaysia formed by

Malaysian Ministry of Transportation in 1969. Amongst the objectives of DCA is to

ensure that aviation industry in Malaysia provides a safe and efficient air

transportation, while to regulate aviation activities in Malaysia while making sure the

aviation entities such as airline follow the compliance to standards and suggested

practices of the International Civil Aviation Organization (ICAO). ICAO is an

organization founded under United Nation (UN) in 1944 to monitored and govern the

safety of the air transport around the world.

1
1.1.1 MALAYSIA AIRLINE BERHAD (MAB)

Malaysia Airline Berhad (MAB) previously known as Malaysia Airline System Berhad

(MAS) are established more than 50 years ago to be the Malaysian flag carrier.

Malaysia Airline history started a long time ago where with the collaboration between

Straits Steamship Company and Imperial Airways, Malayan Airways Limited (MAL)

was established on October 12, 1937. MAL however only start its first service which

is from Kuala Lumpur to Singapore on April 2, 1947, with the help from British

Overseas Airways Corporation. On 1966, Malayan Airways Limited (MAL) change

their name to Malaysia- Singapore Airlines (MSA). Due to the separation of Singapore

from Malaysia on 1971, Malaysia has taken over Malaysia- Singapore Airlines (MSA)

and change the airline name to Malaysia Airline System (MAS), and Singapore

established their flag carrier airline, Singapore Airline Limited (SIA).

Since its establishment 1973, Malaysia Airline's reputation as an airline

company had changed drastically. Malaysia Airline managed to receive over 100

awardsincludingthemostfamousawardwhichis5StarAirlineratingbySkytraxfor

two years which is in 2005 and 2006. In 2011, Malaysia Airlines was awarded the

Travel Merchant of the Year during MasterCard Hall of Fame Marketing Awards

2010. In 1997, by using Boeing 777-2H6 ER, Malaysia Airline managed to break a

world record in longest non-stop flight by flying the aircraft around the world thru

Seattle Kuala Lumpur Seattle route in 1st and 2nd April during its test flight. Other

than that, Malaysia Airlines also the first airline in Asia to receive Boeing Next-

Generation 737 which known as Boeing Sky Interior and its ability in reducing the

take-off noise during 2011.

2
1.1.2 PAST INCIDENTS INVOLVING MALAYSIA AIRLINE BERHAD

From 1947 until 2013, there are several incidents faced by Malaysia Airline System

(MAS). The most memorable event during that time of the year was Flight 653. On

December 4, 1977, all the passenger and crew on Malaysia Airline System Flight 653

flying on Boeing 737-2H6 was dead when the plane crash at Tanjung Kupang, Johor.

The fatalities during that incident were 100. Until this day, the cause of that incident

was still unknown, and some of the local said the plane are being hijacked. However,

the Minister of Internal Affairs during that time never confirmed allegations.

In the following six years which is in 1983, Malaysia Airline MH684 which use

Airbus A300 from Singapore have crashed due to the pilot error. It is said that the

incident was caused by the inabilities of the pilot to control the airplane due to the bad

weather and bad runway where the visibility range is only at 450m. There were no

fatalities involved however in this incident. The report said that the plane crashed two

kilometers short of the runway at the Subang Airport. Another incident that leaves a

scar in the Malaysia Airline identity is flight number MH2133 from Kota Kinabalu to

Tawau. The incidents caused the death of 34 passengers including four crew with

only 19 survivors including passengers and crew.

The airplane involved was Fokker 50 9M-MGH where the reasons of the

incidents is said to be due to the pilot error. The report said that the incident probably

caused the poor in-flight decision-making by the pilot and co-pilot which resulting the

plane to crash into a shantytown. The year 2014 is considered to be the darkest year

for the Malaysia Airlines where two incidents occurred during that year. The two

incidents are flight MH370 and MH17. In this research, the researcher is focusing

more on MH370 as a case study.

3
1.1.3 MH370 CASE STUDY BACKGROUND

MH370 is a flight number operated by Malaysia Airlines departing from Kuala Lumpur

to Beijing, China. On March 8, 2014, flight Malaysia Airline (MAS) MH370 with

registration number 9M-MRO went missing after 94 hours after departing from Kuala

Lumpur International Airport (KLIA). According to the passenger manifestation, there

was 227 passengers and 12 crew members including the pilot on board of the MH370.

The flight takes off exactly at 00:41 using runway 32R. In the report, it was stated that

the last contact MH370 had is with the Air Traffic Control (ATC) Centre in Ho Chi

Minh, Vietnam at 01:19.

Exactly at 01:21:09 (March 8, 2014), the MH370 disappeared from the radar

screen due to the transponder on board the aircraft that has been switched off. After

failing to detect the location of MH370, ATC in Ho Chi Minh has contacted Kuala

Lumpur ATC to know the status of MH370. Failed to provide the information, Kuala

Lumpur ATC then contacted Singapore Area Control Center (ACC), Hong Kong ACC

and Vietnam ACC to enquire the information about flight MH370, yet failed to identify

the location of the MH370. The pilot for Mh370 is Captain Zaharie Ahmad Shah aged

53 with a more than 18,000 hours of flight experience while the co- pilot is Fariq Abdul

Hamid, 27 with the 2,763-flight hoursexperience.TheaircraftusedwasBoeing777-

2H6 ER which is the same aircraft that successfully break a world record in world

longest non-stop flight in 1997.

This incident brings a massive international media attention to Malaysia

government and Malaysia Airlines as the incident were claimed a devastating incident

involving Malaysia Airline (MAS) and aviation industry. After a couple of week of its

disappearance, Malaysia authority released a statement presuming that all 239

people including passenger and crew died and the plane presumed crash landed at

Southern Indian Ocean.

4
1.1.4 CRISIS MANAGEMENT

Crisis can be defined as an unexpected event that takes place that usually can

damage the reputation of an organization. According to the Laurence Barton (1993),

the crisis is a major, unpredictable event that may produce adverse outcomes

including substantial damage to an organization and its employee. In each

organization, they have a risk to face a crisis as the business world today are now

challenging than in the old days. The information or news about the crisis spread

much faster with the help of the technology and public are becoming more alert about

what happening around the world faster thru their social media.

For the Corporate Communication practitioner, mastering the crisis

management skill is important to minimize the impact the crisis towards the

organization. Crisis management can be defined as the uses of several tactics or

strategy planned by an organization to help the organization when they face a crisis

in the future. An excellent team of crisis management team can assist the

organization in controlling the damage that had been done by the crisis they faced.

According to Barton (1993), there are three characteristics of crisis which is a threat

to the company, have an element of surprise, and the responder usually has a short

time make the decision. Thus, the inability of the organization to handle the crisis

properly may affect their reputation. Reputation can be defined as a value or image

of how people perceived an individual or an organization. In an organization, it is

important to have a good reputation because future stakeholder and shareholder

belief may depend on how good the organization reputation is. Crisis management is

crucial in every corporation and should be ready at any time if a crisis occurred in an

organization. From the financial constituencies viewpoint such as Bank, a company

that has a good reputation will help the bank to increase their belief in the capability

of the company to make more borrowing in the favorable term.

5
 According to the Gotsi and Wilson (2001), reputation can be defined as an

evaluation makes by all the stakeholders of the organization all the time based on the

stakeholder experience with the organization. The reason on why the researcher use

the MH370 as the case study is because this incident has shocked the world and

many international news agencies depending on the information release by the

involve party. The world is watching on how Malaysia Airline and Malaysia

government are handling this crisis. This incident has raised national awareness

about how important for a company in dealing with the crisis in the right way and not

making it worse. Bad handling of crisis will cause negativity to the business, staff,

stakeholder, services or product that can change public opinion about an

organization. This incident is a benchmark on how well Malaysia Airline System

(MAS) handle the crisis as it involves several country relationships with Malaysia such

as China. Many reports and news article reveal that Malaysia Airline could handle this

crisis better. This paper further discusses on the perception of Bachelor of

Communication (Hons.) Corporate Communication students of Universiti Selangor

towards the way of Malaysia Airline Berhad (MAB) handling the MH370 crisis.

In Universiti Selangor, the students who are undertaking Bachelor of

Communication (Hons.) Corporate Communication (BOCC) are needed to take

subject JCS2143 Media Relation & Crisis Management as one of their core subjects

for them to graduate. The subject is aim to expose the students towards on how to

plan and the suitable recommendation when a crisis arises. The students are also will

be learned on how to use the media to win the heart of the stakeholders. Upon

completion of the study, the students will be equipped with the understanding about

the roles and functions of a communication executive in dealing with the media and

crisis communication management and also learning to plan action plan to deal with

the media when a crisis arises.

6
1.2 PROBLEM STATEMENT

Throughout the years, Malaysia Airlines has faced many incidents that impact the

company image and reputation. As the technology evolved more rapidly these days,

the way on how crisis manager should be improved from time to time. An organization

should not recycle the crisis management plan from 40 years ago to be used in

todayserabecause, in the past, the technology such as the internet is not available

everywhere. According to the American Journalism Review wrote by Carl Sessions

Stepp (1999), the journalist nowadays is differed from in the old days where the

journalist in the old days use newspaper and need at least one day to distribute the

news to the public. However, in this era, the journalist just need one click on the

internet, the news will be spreading around the world within a second. Thus, the

accuracy and quick information are necessary to fulfill the public needs.

In a research paper wrote by Jennifer Alejandro (2010), she claimed that

public consumes news differently than the old days such as in the old days, people

will have to wait for their morning papers or waited in front of the television at a given

moment to acquire news. Today's, the public who have access to the internet, able

to acquire news in a matter of second from around the world. She also added that old

media such as newspaper require a printing press and the circulation of the

newspaper be somehow limited due to the geographical location.

Other than that, to broadcast via radio or television, the news agency will have

to spend money to buy expensive equipment to transmit signals to their listeners. As

the press conference of MH370 is attended by almost all news agency around the

world, some of the media have criticized the ways of Malaysia Airline handling its

crisis.

7
 For some crisis management expert, they have shared on some blog on how

Malaysia Airline has made the crisis becoming more worse. An article was written by

Amber Hildebrandt (2014) in CBC News entitled Malaysia Airline MH370: How to

MakeaCrisisWorseclaimedthattheMalaysia Airlines and Malaysia government

failed to give information at a faster rate and enabling rampant speculation in social

media which make the family member involved hurt. The president of Kenyon

International Emergency Services, Robert Jensen said that Malaysia has no crisis

management. In the article also claimed that many confusion occurs due to the

inconsistency of information released by the government and airline with the military

report regarding the last location of MH370. This confusion is said to make the

condition worse for both victim and family members. Several articles have been

published online in the recent year to criticize the way Malaysia Airlines handling the

MH370 crisis. An article wrote by Charlie Pownall has listed on what went well and

what could have been done better by Malaysia Airline to handle the crisis. He wrote

that they are some step taking by Malaysia Airline such as the ease of access to

information about the MH370 update in official Malaysia Airline website. Malaysia

Airline has launched a dark site that enables public such as journalists to have access

to the micro website. The existence of a micro website is crucial because to prevent

the official Malaysia Airline website from being crashed.

Other than that, Charlie Pownall also claimed that there is consistency in using

the medium to delivered the information to the public. For example, all the Malaysia

Airline social media such as the Twitter, Facebook, and Google+ release the same

information at the same time enabling the public to have more than one channel to

enquire the information about the incidents. He also added that Malaysia Airlines had

shown respect to those who involved by suspending all marketing and promotion that

is ongoing. The Malaysia Airlines website and social media also were using a black

theme to show the respect.

8
 In the same article, however, Charlie Pownall has suggested that several

steps can be taken for the Malaysia Airlines to handle the crisis better such as the

speed of Malaysia Airline respond to the crisis. It is claimed that Malaysia Airline

social media accounts were first updated after several hours after the incident was

reported. He also added that the spokesperson during the press conference fails to

show the tone of empathy. He said that the inability of the representative of Malaysia

Airlines to show their empathy when giving statement revealed that the company is

not concern towards the feeling of the victim relative members.

In a different article published in Business Insider wrote by Ira Kalb, Malaysia

Airline has go against the proper crisis management protocols right after the MH370

reported missing. It is said that there were 500 relatives of the victims waiting at the

hotel without giving them and update or information. The family members are also

claimed to only being served with bread and water at the hotel, and there is no

representative from the airline came to speak to them about the incident. The slow

response of Malaysia Airlines in confirming the incidents again criticized in this article.

Malaysia Airline is said to only confirming the incidents five hours after losing the

contact with the aircraft and waited for almost 13 hours for the first press conference

to be held.

The article also suggested that although the causes of the crash are still

unknown, Malaysia Airline should first apologize and admit the problem that they face

and be truthful to the media. In a time of crisis, media play an important role to

minimizing the impact of the crisis towards the organization. Malaysia Airline should

first assign a representative of the company as soon as possible to meet with the

family members to calm the situation. By letting 13 hours of silence and not talking to

media, it has caused unnecessary anger of the relatives towards the management of

the Malaysia Airlines and Malaysia government.

9
 In one article published on Mission Mode, the writer wrote that Malaysia Airline

makes unprofessional steps in ways to notify the family members involved in the

incidents. It is claimed that Malaysia Airline only informs the family members by using

text messages. The writer suggests that this type of sensitive message involving the

lives of the person that we love need to be conveyed with compassion.

In the different articles published on Public Relations, Student Society of

America (PRSSA) wrote by Emily Fesnak have listed several mistakes make by

Malaysia Airline during handling the MH370 crisis. The majority of the mistake

mention in the article are the same mistake describe in other articles such as the

inability of Malaysia Airline to react faster after they lost contact with the plane have

enabled much-speculating information about the incidents have been spread online

mostly in social media.

Many people have come out with their opinion on what happen, and the viral

news in social media has impacted on the people mind and thus scarring the

reputation of Malaysia Airlines. Other than that, the way the information being

conveyed during the press conference also being criticized. Malaysia Airline should

know that these incidents attract the interest of the media in the whole world thus,

every word, and body language make by the representative in front of the camera

during the press conference is crucial to show the compassion, humility, and regret.

Malaysia Airlines (MAS) need to take action earlier to handle the crisis management

occur in the company. When the incident involves hundreds of people from the

different countries, Malaysia Airlines must able to manage the crisis to solve the

problems. In the incident that involves MH370, Malaysia Airlines seem not ready to

face the problems, and they are to slow to take action on what was happening.

10
 The top management did not have any proper planned to overcome the

tragedy. During the time, people all over the world start talking about the MAS

management and the news has been discussing in many countries. Some people are

afraid to fly with Malaysia Airline right the tragedy, and some passenger even has

canceled their booking with the Malaysia Airline.

It is understandable that crisis will occur in all the companies whether the

private or government sector and the impact of the crisis are usually negative.

However, the way an organization handling the crisis can control on how large the

impact of the crisis towards the company. Inability to provide enough information to

the stakeholders will result public that is not satisfy with the management because

people think the management try to hide something from the incident. So, Malaysia

Airlines need to find the solution to gain back their reputation.

11
1.2.1 PREVIOUS STUDY REGARDING AIRLINE CRISIS MANAGEMENT

1.2.1.1 Singapore Airline: Flight SQ006 Tragedy

Singapore Airlines Flight 006 (SQ006/SIA006) was a scheduled flight operated by

Singapore Airlines from Singapore Changi Airport to Los Angeles International Airport

via Chiang Kai-Shek Airport (now Taiwan Taoyuan International Airport) in Taiwan,

Republic of China. On October 31, 2000, at 15:17 UTC, 23:17 Taipei time, a Boeing

747-412 plane trying to take off from the wrong runway in Taipei during a hurricane

which later destroying the aircraft and killing 83 of the 179 passengers. The aircraft

involve Boeing 747-400 with registration 9V-SPK-owned Singapore Airlines which the

company received on January 21, 1997. According to the report released,

examination of the aircraft was last made on 16 September 2000 with the result that

no defect and damage detected.

During the tragedy, the storm named Xangsane happened. This storm has

caused limited visibility and what is worse is that Chiang Kai-Shek Airport does not

have ground radar at that time to monitors the aircraft on the ground at the time of

bad weather. At 23:15 Taipei time, Runway 05L was clear from any aircraft, and the

plane should be using Runway 05L, however in 23:16 Taipei time, the aircraft entered

the wrong runway, which is Runway 05R which is already closed due to the

construction.

On the Runway 05R, there were bulldozers, excavators, and other

construction tools that were parked on the runway. The aircraft flight SQ006 however

still taking off from that runway due to the limitation of visibility. In about 14 seconds

later, the aircraft wing crashed into an excavator and immediately destroyed the

aircraft into pieces before the fire started. At 23:17, the fire department arrived at the

crash site and immediately put out the fire and exactly at 00:00 midnight, the fire was

extinguished.

12
 In a thesis paper entitled Singapore Airlines: A Study in Exemplary Crisis

Communication wrote by Ee Ling. Tan (2003), she divided her finding into several

sections which are the first one is that if Singapore Airline should leave the

investigation to the neutral party so that the recovery and learning phase of the crisis

can be speeded up. In addition to that, it is crucial to have a crisis communication

team that consist of well- trained and well- knowledge people standby at any time so

that it can provide the companies with additional information needed to facilitate crisis

management.

1.2.1.2 Air France Flight AF447, Spanair Flight 5022 & Scandinavian Airline

Systems (SAS) Flight SK686

In other thesis paper wrote by Anna Hansson and Tomas Vikstrom (2010) entitled

Successful Crisis Management in the airline industry, they did a study focused on

three European airlines that involve in crisis before. The three airline is Air France,

Spanair and Scandinavian Airlines System (SAS). To enhance the flight safety in an

airline, an airline needs to deliver a clear strategy so that they can preserve their

reputation especially during and after the crisis.

The researchers also added that communicating a clear strategy as to how

the airline is working towards improving flight safety can be seen as an important part

ofupholdingtheairlineslegitimacyandreputationafteranairline accident. Although

it is uncommon for an accident to happen in air travel when it happened, it usually

involves a significant amount of money, and sometimes there is human life involved.

The media usually give a massive attention to airline incidents, and it usually makes

headline around the world which added pressure on the airline as the public are

judging on how they managed their crisis.

13
1.2.1.2.1 AIR FRANCE AF447

Air France Flight 447 was a commercial flight from Rio de Janeiro, Brazil, to Paris

France. The plane was found crashed on June 1, 2009, in the Atlantic Ocean. A total

of 228 confirmed dead, that all 12 crew and 216 passengers. Initial investigations

found that there are traces of frost on the sensor speed controller in the basement of

the cockpit that cause the airspeed readings wrong and disordered, which later

causing the accident. That Air France Airbus A330-200 aircraft took off on May 31,

2009, at 19:03 local time (22:03 UTC) from the Rio de JaneiroGaleo International

Airport, Brazil headed to Charles de Gaulle Airport in France.

However, the plane disappeared from Brazil radar when it is flying over the

Atlantic Ocean, shortly after sending a routine signal at 01:33 UTC on June 1, 2009.

After Brazil radar had failed to detect the doomed airliner, the Brazilian Air Force

began conducting search and rescue operations in the islands of Fernando de

Noronha. On June 6th, 2009, pieces of the plane and two bodies were found in the

Atlantic Ocean, 680 km northeast of the Fernando de Noronha Archipelago in

northern Brazil. On June 27 bodies and debris search are terminated.

1.2.1.2.2 SPANAIR FLIGHT JK5022

Spanair flight JK5022 using aircraft type McDonnell Douglas MD-82 was scheduled

to fly from Barajas Airport in Madrid, into Gran Canaria Airport in Spain. The report

stated that the incident happens due to the pilot error which resulted in the plane to

overturned during take-off and hit the runway on the right side. The crash has caused

the airplane to tear apart into two major parts. From a total of 172 people onboard,

146 people including crew members died in flames. Meanwhile, 26 passengers were

rescued alive. However, six people died on the way to the airport, and two died in the

hospital. The death toll reached 154 people overall.

14
1.2.1.2.3 SCANDINAVIAN AIRLINE SYSTEM SK686

In other incident involving flight SAS Flight SK686 dated on October 8, 2001, operated

by Scandinavian Airline System (SAS) which use MD-87 aircraft, the aircraft collided

with a Cessna business jet during take-off from Milan, Italy. The plane SK686 then

crash the baggage handling building which later caught fire. All 110 people on board

Flight 684 and all four people on board the Cessna were killed, including four people

on earth. The researcher concluded that the three airlines have similar procedures

and order of actions during the first 24 hours after the incident. Three of them

immediately held a press conference on the same day of the incident and published

several press releases during the first hours of the crisis.

The different that the research found out is that the Spanair released less

information regarding their incident comparing from the Air France and SAS. The

reputation of Spanair is already tarnished before the incident, and the airline does not

have a good relation with the media. The crisis became worse when the airline caught

lying about the incidents. Differ from Spanair, Air France and SAS provide a high level

of transparency thru the crisis. Other than that, they also communicate continuously

with the media and keep updating the news agency with the information.

The researchers also added that amongst this three airline, Air France are

more excel in term of their crisis management because Air France is the only airline

that communicate safety information on their website until today and the airline

claimed that their improved effort was a direct result of the AF447 incidents. Last but

not least, the researcher claimed that transparency is the most important element

when dealing with crisis and the organization should not lie to the public.

15
1.3 RESEARCH OBJECTIVE

1.3.1 To examine the perception of BOCC students in Universiti Selangor

towards the approach used by Malaysia Airline Berhad (MAB) in crisis

communication handling in MH370 incident.

1.3.2 To identify the perception of BOCC students in Universiti Selangor towards

the frequency of update about MH370 incident in Malaysia Airline Berhad

(MAB) social media.

1.3.3 To determine the perception of BOCC students in Universiti Selangor

towards the suitability of media used by Malaysia Airline Berhad (MAB) in

handling MH370 crisis.

16
1.4 RESEARCH QUESTION

1.4.1 What is the perception of BOCC studentsin Universiti Selangor towards

the approach used by Malaysia Airline Berhad (MAB) in handling MH370

crisis?

1.4.2 WhatistheperceptionofBOCCstudentsinUniversitiSelangortowards

the frequency of update about MH370 incident in Malaysia Airline Berhad

(MAB) official social media?

1.4.3 What is the most suitable media used by Malaysia Airline Berhad (MAB)

during the handling crisis of MH370 incidents from the perception of BOCC

students of Universiti Selangor?

17
1.5 CONCEPTUAL FRAMEWORK

The approach used by

Malaysia Airline Berhad

(MAB) when crisis

The Perception of BOCC
occurred
students in Universiti

The frequency of update Selangor (UNISEL) Shah

about MH370 in Malaysia Alam towards Crisis

Airline Berhad (MAB) Management Handling In

official social media Malaysia Airline Berhad

(Mab): The Case Study of

The suitability of media MH370
used by Malaysia Airline

Berhad (MAB) during the

MH370 crisis

management

INDEPENDENT VARIABLE DEPENDENT VARIABLE

Figure 1: Conceptual Framework

18
1.5.1 FOUR STAGES OF CRISIS (FINK, 1986)

Although the crisis is unpredictable, for some crisis, it does not happen

spontaneously. Some crisis in the organization always begins with symptoms that are

sometimes not seen or detected by the company. Most of the times, the symptoms of

the problem appear before something moves into crisis, or before the crisis becomes

more severe and detecting the problem can help the organization or company to take

action or prevention.

Stages of the crisis or commonly referred to as the anatomy of a crisis is

defined differently by some experts. However, generally speaking, the various

opinions that did not show significant differences. The stages starting will begin before

the crisis can be identified. Clearly, the next step is a crisis is already clearly

identifiable, and next will enter the stages of the widespread crisis, and finally

settlement/resolution of the crisis. An example is the stages proposed by Fink (1986)

which is expressed in four phases. The four stages of crisis according to Fink is

prodromal, acute, chronic and crisis resolution stages.

The first stages which are Prodromal Stages are the crisis cue that usually

overlooked by the company because the company businesses seem to be running

smoothly. This phase is also called the warning stage because actually despite the

crisis has not burst, but the crisis has emerged, and the symptoms should be

addressed immediately. This stage is a decisive stage. If the company can overcome

the symptoms that arise, then the crisis will not be widened and into subsequent

phases. However, if at this stage, the crisis is not successfully treated, most

companies are already preparing for the acute phase. For the organization with a

strong bond with media, they need to fully utilize the media to counter the problem

before it evolved into a bigger crisis.

19
 The next stage is an acute stage. Acute stage is the stage occurs when people

say: "there has been a crisis." Many companies assume at this stage that the crisis

started to happen for failing to detect the symptoms of the crisis at the prodromal

stage. At this stage, the symptoms that originally vague or even not visible at all will

be visible at this stage. Acute crises often referred to as the point of no return; it

means if symptoms appear on stage warning (prodromal stage) and it was not

detected or not being addressed, the crisis will have entered an acute phase that will

not be back again.

The damage has already begun to appear, reactions started pouring in, and

the issue is widespread. However, how far the crisis results in losses depends on who

control the crisis. One of the difficulties to overcome the crisis in the acute stage is

the intensity, and the speed of the attacks coming from various parties such as media

and victim who came accompanies this stage. Speed is determined by the type of

crisis that befell the company, while the intensity is determined by the complexity of

the problems. The acute stage can be regarded as an intermediate stage, where time

is the shortest among other stages. When this stage is unresolved, it will rise to the

chronic stage.

After the acute stage, come the chronic stage. In these stages, the acute

stages will end with clean- up phase or post mortem. Sometimes this stage is also

identified as a stage of recovery or self-analysis. This stage is characterized by

structural changes, such as the replacement of management, change of proprietors,

or perhaps even the company liquidated. Companies must immediately make a

decision whether to continue doing their businesses as usual or not. If the company

decided to continue to do their business, they need to repair or restore their reputation

to gain the trust from the stakeholder and shareholders.

20
 The skill acquired by the crisis manager will help to determine whether the

company able to survive after a crisis or not. At the last stages which are Crisis

Resolution Stage, It is the stage of healing (recovered). Companies affected by the

crisis can bounce back after going through the recovery process and production

systems, services, structuralization management, recapitalization, and operations.

After that just thinking about the next stage of image restoration to lift the name of the

company in the eyes of the audience and the wider community.

Although a major disaster has passed, the management still needs to be

careful because there is a possibility of the crisis back to its original state (prodromal

stage). In particular, the public relations department must be prepared to "crisis

management strategy" to anticipate a similar case in the future, both for the same

crisis as well as to another crisis.

1.5.2 IMAGE RESTORATION THEORY

Theory, modeling, and communications approach can be diverse when it involves in

crisis management. Nevertheless, the strategy to deal with crises often similar. After

doing some research for a long time, Benoit and other researchers, Coombs,

classifying the actions of practitioners while overcoming the crisis into two image

restoration strategies which are Image Restoration Theory introduced Benoit in 1997

and Situational Crisis Communication Theory (SCCT) developed Coombs (2007).

Although it has a different name, both theories it contains the same crisis

communications strategy. Benoit divides the theory of image restoration to the five-

tiered strategy of denial, evasion of responsibility, reduction of offensiveness,

corrective action and apology. For a refusal, Benoit suggests two approaches. First,

a person or organization, deny engaging in any act or deny action ever did by them

and the second method involves "victimize," or blame to others (scapegoat).

21
 "If the audience accepts someone else is to blame, the image of the defendant

should be restored. For the avoidance of responsibility, Benoit put forward four

tactics. First, "the accused" can claim that the act was a reasonable response to a

provocation from the other party. Secondly, avoidance of responsibility (defeasibility)

where "the accused claimed lack of information or control over an important element

in a situation that requires offensive action." Other approaches in this category include

claims that the unlawful act was an accident or that the individual acted with good

intentions but do not realize the negative results they could not predict.

Strategy Explanation

Denial Denial (We do not do it).

Shifts error (Not us, but someone else did)

Evading Provocation responsibility (we are provoked to do that)

Responsibility Defeasibility (we did not have enough information)

Accident (we do not mean for this to happen)

Good intentions (Our actions were meant for the right

thing)

Reducing Bolstering (we have done some things well)

Offensiveness Minimization (crisis can worsen)

Differentiation (another crisis is worse)

Transcendence (we have to focus on other issues)

Attacking the accuser (the accuser is not responsible)

Compensation (we are willing to bear the costs of the

crisis)

Corrective Action Fixing the problem

Mortification Admit the responsibility and ask forgiveness

Table 1: Typology of Image Restoration Strategies

22
 An individual or organization can use one or more of the strategies in an

attempt to restore the reputation, Benoit (1995) showed that some image

improvement strategies are most often used where each strategy has a great

effectiveness in certain circumstances. If organizations or individuals who are

accused of forgery, for example, according to Benoit (1995) denial can be an effective

initial approach. After the accused was found not guilty through denial, retrofitting

efforts may still be needed to repair the damage to his reputation residual effects.

Meanwhile, shame, can be used as a recovery strategy that preceded the image of

corrective action. According Benoit (1995), a person or organization may apply one

strategy in an attempt to restore its image. However, Benoit suggested approach

image restoration strategies.

1.5.3 SITUATIONAL CRISIS COMMUNICATION THEORY

According to Coombs (2007), Situational Crisis Communication Theory (SCCT) can

be group into four groups of strategies that are considered similar to Benoit theory.

The first, denial strategy. Here organizations are trying denied responsibility. Second,

reduction strategies (diminishment) seeking to reduce attribution organizational

control over a crisis or negative impact of the crisis.

Thirdly, the strategy of rebuilding (rebuilding) is trying to improve the

organization's reputation back. The strategy of rejection, loss, and rebuild includes

various degrees of accommodation, which shows concern for the victims and reflect

how much responsibility the organization to accept the crisis. The fourth is a

complementary strategy reinforces the strategy with other strategies and aim to build

positive relationships between organizations and stakeholders and shareholders.

Despite its name and categorization are different, but both theories suggests a similar

tactic in a crisis.

23
 For example, a strategy called "shifting the blame" in the category of rejection

Benoit, in the category of denial Coombs called scapegoating (scapegoat). However,

both strategies are essentially equally intend to blame others outside the organization.

RESPONSE STRATEGY TECHNIQUE

Denial Attacking the accuser (the face of the

person or group has claimed that the crisis

there)

Rejection (stating that the crisis does not

exist)

Scapegoat (Throw the blame to someone

outside the organization)

Diminishment Excusing (Trying to minimize the

responsibility of the organization. It could

include denying his desire to do damage or

claims that the organization has no control

of events)

Justification (try to minimize the damage is

felt. Including stated that no serious

damage or injury)

Rebuilding Compensation (organization gives money

or other gifts for the victims)

Apologizing (a public statement that the

organization takes full responsibility for the

crisis and apologized)

24
 Bolstering Reminded (organization inform

stakeholders about the past work

performed and lasted well)

Ingratiation (organization praised the

stakeholders)

Victimize (organization describes how well

the organization is a victim of the crisis)

Table 2: Situational Crisis Communication Theory (SCCT) Response Strategies

1.6 SIGNIFICANCE OF THE STUDY

The aim of this research paper is to analyze and find out the perception of students

undertaking Bachelor of Communication (Hons.) Corporate Communication in

Universiti Selangor (UNISEL) Shah Alam towards the ways of Malaysia Airline Berhad

(MAB) handling its MH370 incident crisis. This research is important to the

organization especially airline to improvise their way in handling crisis in a better way

in the future. This research also was done based on comparison with the previous

case study done by another researcher about others airline in handling their crisis.

25
 CHAPTER 2

LITERATURE REVIEW

2.1 CRISIS MANAGEMENT

According to the Will Parson (1996), management is a process of making a decision

based on the past knowledge and experience. Crisis in the other word means the

unexpected event occur in an organization that usually have a negative impact. The

term of crisis management is meant the preparedness on an organization with a

suitable plan to tackle any future crisis that may occur in the organization. Crisis

management is a must in an organization to minimize the impact of the crisis towards

the organization. There are three types of crisis that use time as its variables which

are immediate, emerging and sustained. The immediate crisis is a crisis that

happened in sudden and unexpectedly. It is usually related to the crisis caused by

major emergency caused by natural disasters such as earthquake or accidents.

Immediate crisis often happens when the victim has no knowledge or warning it was

coming and when it happened, those who involved may need to react and take the

thing in control faster.

Emerging crisis, however, is the crisis that can be showing sign of it happening

slowly or in other words can be easily anticipated. Although it shows a sign that there

will be a crisis going on, the time of when it will be happening, however, will be hard

to expect. Thus, the organization that may involve in emerging crisis usually have

time to prepared to handle the crisis and analyze the damage that it will be done. The

last type of crisis which is sustained crisis is the type of crisis that often happening

and could last for weeks, months and sometimes years. This type of crisis usually

happened due to the speculation, gossip, and rumors. If the organization choose to

ignore this crisis, it will end up damaging their reputation slowly.

26
2.2 REPUTATION

For a company to runs its business smoothly, reputation is considered as crucial and

the heart of the organization. With a good reputation, the company will go well as the

trust of stakeholders and shareholders is built on an excellent reputation. Winkleman

(1999) mentions that the company's reputation is something that is admittedly

precious because it affects the company's image in the eyes of others. Reputation is

very influenced by anything that happens in the enterprise. Therefore, when the

positive things going on in the company, the company's reputation will be good.

Conversely, bad events will make the company's reputation also be bad. One of the

challenges that company may face unexpectedly are known as crisis, and it has an

impact on the course of the company's business. This is because, according to Barton

(2011), the impact of the crisis is believed to affect up to a stakeholder or stakeholders

of companies.

The adverse effects of the crisis can be overcome so that the reputation of the

company does not get worse for the company using appropriate crisis prevention

strategy. The most appropriate way is to use good communication strategy. The

communication strategy should be packed well with the aim of protecting the

reputation of the company because of the crisis can be overcome if the company can

formulate a good communication strategy. Likewise, poor communication strategy

could exacerbate the crisis itself according to Coombs and Holladay (2005). Page

and Fearn (2005) stated that the bad reputation would complicate efforts to achieve

a strong brand status, but a good reputation does not necessarily guarantee a

successful brand. However, most of the previous literature review as wrote by Herbig

and Milewicz (1995) believes that to be successful and profitable, companies need

good and stable reputation. Kapferer (1997) claimed that the brand has a solid

reputation is an asset to the organization because it will enjoy an increase in the

degree of loyalty and stability in the sales will come.

27
2.3 THE FUNCTIONS OF PUBLIC RELATION IN CRISIS COMMUNICATION

In corporate communication, public relations are considered as Public relations efforts

are designed and maintained to establish and maintain mutual understanding and

good relations between the organization and its publics (Jefkins, 1994). Public

relations is about those who are important to the organization and how the

perceptions, opinions, and behaviors of the organization confirmed positive. An

organization will be exposed to the crisis when confronted with negative media

reporting, which ultimately threatens the reputation and image of the organization.

Approach or strategy is deemed essential for organizations because it can be setup

if a crisis occurs despite the possibility of a coming crisis it faced difficult. The crisis

cannot be avoided, but its effects can be reduced.

Public relations have an important role in the management of the issue or

crisis. According to Narimah & Saodah (2002), how organizations deal with the public,

media, victims and other parties demonstrate the ability to communicate in crisis

management team to ensure a wise image, reputation and organizational operations

are not affected badly by the crisis.

2.4 CORPORATE COMMUNICATION

Van Riel (1992) defined corporate communication as a strategic management

process by which an organization communicates to a wide audience to gain the

mutual benefit of themselves. Paul Argenti (1998) in his paper wrote that corporate

communication is the ways an organization communication with several groups of

public or stakeholders. Argenti listed four importance of corporate communication

which is the era becoming more sophisticated in ways of the communication than in

the old days. Other than that, Argenti also claimed that the public is becoming more

sophisticated in their approach towards the organization and information travel faster

with the help of the technology available nowadays.

28
 Corporate Communication can be defined as a process or act of translating

or altering the physical corporate identity such as logos, colors, words and so that

symbolizes the organization to the corporate image of the shape of mental or thought.

It means that the combination of colours or logo may be, without being told, observers

will automatically think of the organization. For example, through corporate

communications, a company will make the process of 'promotional mix.'

This process involves the promotion of the brand and the method for

introducing the 'brand' or 'trademark' of a company. This process must involve all

parties. This means that corporate communication is communication involving all

levels of stakeholders. This became the foundation for corporate communication

liaison between the organization and company with the public. The company can

make the foundation of this relationship through a variety of methods such as public

relations and advertising or promotional efforts. This may involve things such as

newsletters, video clips, corporate, media management when dealing with the crisis,

plan special events and foster good relationships with stakeholders.

As the corporate communication is the communication that involves all parties

and the basis or foundation of communication, it includes two forms of

communication, namely internal communication and external communication.

According to Hunt (1989), "individual skills are essential to the operation of the

organization or company. Communication is important as it involves the transfer of

information from one person to another ". External communication is the

communication that involves relations with the media, such as holding events

involving the media to foster connection.

29
 It is usually handled by the Corporate Communications Officer or Liaison

Officer who responsible to communicate and to organize outdoor events to

disseminate or promotional purposes. Liaison officers must be able to carry out the

organization's website, managing publicity organizations and dealing with the media.

The process of communication that takes place between the company and another

party (external) that has to do with the company's business dealings. According to

Samsuddin A. Rahim (2003), an organization that depends on the environment to turn

his organization must reach a bilateral understanding between the good to be

achieved. Support from the public will determine the level of their support for the

organization.

This communication involves interaction with external parties and should be

implemented as quickly as possible because it represents the image of an

organization or a company. Normally they are groups of customers, suppliers,

shareholders, society, media, banking, statutory bodies, and government.

Communication with external parties is very important and must be maintained as

best as possible where a company should identify appropriate ways or strategies for

communicating with external parties or organizations that the company operating the

company or organization is not compromised and affected.

Each department within a company or organization has the function of each

in ensuring operations run smoothly. They should make sure that external

communications are accurate, consistent and do not violate the confidentiality of the

company as the information posted, otherwise the customer may create a significant

impact on the company's reputation, which also involves the law. The organization

must ensure that their employees have the necessary skills in communication,

especially the external communications.

30
 Without skills in communicating the possibilities that may apply where a

company could lose customers, existing customers will make business with other

companies and so on. If communication is still not resolved and the issue continues

to be prolonged without any effort return buyer confidence, the discontent will exist

and will apply a reduction of the sales performance of the company or the like. When

the crisis occurred, the communication skill is very important as to eliminate any

misinformation and failure in handling the crisis which will occur the company

reputation being tarnished.

According to Little John (1991), communication in organizations occurs in

large networks. It involves all aspects of interpersonal communication and group

communication within the organization. This includes the structure and functions of

the organization, human relations, communication and management and

organizational culture. In an organization or company, internal communication

operations involving the entire staff of the company to a higher level until the lowest

level. Employees are those in which the most important asset to any organization or

company. With the process of ongoing communication between each other and each

employee, divisions, departments, and units, should be taken seriously to ensure that

every info, as well as instruction conveyed and to be conveyed by the head of each

unit, are understood and effectively without any problems.

31
 CHAPTER 3

METHODOLOGY

3.1 RESEARCH DESIGN

To gather data for this paper, the researcher will be using the close ended

questionnaire. Close ended questionnaire limit the possible answer to be answered

by the respondents thus enables the researcher to easily analyze the data statically

as this research paper will be quantitative research. Some of the parts in the

questionnaire will be using Likert Scale to measure the perception of Bachelor of

Communication (Hons.) Corporate Communication students towards the ways of

Malaysia Airline Berhad (MAB) handling the crisis of MH370 incident.

The focus of the respondent for this study is the students of Bachelor of

Communication (Hons.) Corporate Communication in Universiti Selangor (UNISEL)

Shah Alam. The respondent will be characterized into several demography profiles

such as age, the level of education, their faculty and their acknowledgment about the

MH370 news. Only the data acquired from the respondent that following the news of

MH370 will be analyzed. To do this, the researcher will be ruled out any questionnaire

that comes from the respondent that doesnt follow or knew about the MH370

incidents.

The questionnaire will be divided into five section which is section A will be

the Demographic part where their researcher will ask the respondent about their age,

their education level and also gender. In Part B, the researcher will be asking the

respondent awareness about the MH370 incident and how frequent they follow the

news. This part is crucial as it helps the researcher to filter out the respondent who

have no knowledge of the incident.

32
 In Part C, D and E, the researcher will be asking about Bachelor of

Communication(Hons.)CorporateCommunicationstudentsperceptiontowards the

treatment given by Malaysia Airlines tovictimsrelative,the consistency of information

update by Malaysia Airline Berhad and also the effectiveness of the medium used by

Malaysia Airline Berhad (MAB) in delivering information to the public during a crisis,

respectively.

3.2 SAMPLING TECHNIQUE

The sample is a fraction of the number and characteristics possessed by the

population or a small part of members of the population taken under certain

procedures so that it can represent the population. If the population is large, the

researchers may not be able to study all in the population due to the shortage of funds

or cost, effort and time, and much more. Therefore, researchers can put on samples

taken from the population.

Samples that will be taken from the population should be rigorously able to

represent the population of the area that researcher wants to study about. The

sampling technique is very important in this study because it can be used to determine

the respondent that will be answering the questionnaire later. For this paper, the

researcher will be using purposive sampling technique.

Figure 2: Purposive Sampling

33
 According to Sugiyono (2010), purposive sampling is a technique used to

identify the sample with some characteristics which aim for the data acquired will be

able to represent the population. According to the Arikunto (2006), purposive

sampling is the technique of taking samples that are not based on random, local or

strata, but based on the consideration that focuses on a particular goal. Sampling

should be done such that the obtained sample can serve as an example, or can

describe the actual state of the population. Based on these opinions, the researcher

used purposive random sampling technique.

For this research paper, the researcher will be collecting data only from a

student that is undertaking Bachelor of Communication (Hons.) Corporate

Communication in Universiti Selangor (UNISEL) Shah Alam. The researcher has

chosen the Bachelor of Communication (Hons.) Corporate Communication students

because crisis management is one of the crucial fundamental element function of

corporate communication. A total 141 respondents from 223 population of students

of Bachelor of Communication (Hons.) Corporate Communication in Universiti

Selangor (UNISEL) Shah Alam will be selected as the respondent. The total of the

sample is calculated with the confidence level of 95% and margin of error of 5.0%.

3.3 RESEARCH INSTRUMENT

For this paper, the researcher will be using self- administrated questionnaire.

According to the SAGE Research Method website. Self- administrated questionnaire

can be defined as a questionnaire that needs to be completed by the respondent

without the interruption from the researcher. The researcher will approach the

respondent interpersonally to distribute the question to be answered by the

respondent.

34
 The reason on why the researcher uses the questionnaire method to collect

the data is because it can be distributed to a large number of respondent and easier

to analyse by using Statistical Package for the Social Sciences (SPSS). The

researcher, however, has done a pilot test to get the accurate result as possible at

the end of the research. The question in the questionnaire was design based on some

of the issue touches bythemediaasexplainedinthisresearchsproblemstatement.

The researcher will be using simple English in the questionnaire to help the

respondent to understand what the question is about easily. The researcher,

however, will accompany the respondent when they are answering the questionnaire

in case there is some part that the respondent need to clarify.

3.4 METHOD OF DATA ANALYSIS

Once the researcher gets the data from the respondent, the researcher will be using

a quantitative method to analyze the data. The researcher will key in the data into

Statistical Package for the Social Sciences (SPSS) which later will automatically

generate the percentage and enable the researcher to get more understanding about

the data that have been processed.

3.5 PILOT STUDY

According to Fraenkel and Wallen (1996), a pilot study is a pre-study done on a small

scale with the aim of identifying weaknesses of the research instrument or

questionnaire. The goal of the pilot study is to find problems in the questionnaire,

including the inappropriate question, incomplete orders, and question that are hard to

answer or understand by the respondent. The researcher will be doing a pilot study,

and a total of 30 respondents will be selected from the population for the pilot study

purpose only. The data acquired from the pilot study will be used to determine the

reliability of the instrument.

35
3.6 RATIONAL OF THE ITEMS IN QUESTIONNAIRE

No. Item Rational

PART A: DEMOGRAPHY

A1 Age This section is important to be asked to the

A2 Gender respondent as the researcher need to know

A3 Race the age, gender, race, religion and the

A4 Religion semester of the respondents. Each question

A5 Semester is important as they show the level of the

respondents understanding to the topic of this

paper.

PART B: KNOWLEDGE ABOUT CRISIS COMMUNICATION AND MH370

TRAGEDY

B1 Do you know about This section is intentionally asked the respondent as

MH370 tragedy? the researcher needed to know whether the

B2 Do you know that respondent has the knowledge about the MH370

crisis management incident and Crisis Communication.

is one of the

aspects of The data that will be used will only come from the

corporate respondent who understands and have knowledge

communication? about the Mh370 incident and also the Crisis

B3 From which media Communication.

did you frequently

used to acquire The researcher also wanted to know on which media

news about did the respondent frequently used to get information

MH370? or news about the MH370 incidents.

36
PART C: THE APPROACH USED BY MALAYSIA AIRLINE BERHAD (MAB) IN

HANDLING MH370 CRISIS

C1 Malaysia Airline Berhad In this part, the question was designed so that

(MAB) immediately held a the researcher able to understand the

press conference after perception of the Bachelor of Communication

the tragedy reported. (Hons.) Corporate Communication students in

C2 The press release on the Universiti Selangor about the approach used by

incident of MH370 Malaysia Airline Berhad (MAB) in handling

published is in multi- MH370 crisis.

language.

C3 Malaysia Airline Berhad Item C1, C4 and C5 was asked due to the article

(MAB) used social media in PR Week online entitled Analysis: Malaysia

to spread information Airlines' mishandled response to the MH370

about the MH370 tragedy crisis mentioning that Malaysia Airline taking

to the public. too much time before releasing official

C4 Malaysia Airline Berhad statement. The article also claimed that

(MAB) top management Malaysia Airline Berhad giving misinformation

take the full control during and the writer suggested that the CEO is the

the press conference. one that should be the spokesperson.

C5 Malaysia Airline Berhad

(MAB) give accurate and Item C2 and C3 are also asked based on the

correct information official Malaysia Airline website which can still

regarding the MH370 be browse until the time of this paper being

incident. written.

37
PART D: THE FREQUENCY OF UPDATE IN MEDIA ABOUT MH370

INCIDENTS IN MALAYSIA AIRLINE BERHAD (MAB)

D1 Malaysia Airline Berhad In Part D, the researcher wanted to know the

(MAB) provided a perception of the Bachelor of Communication

comprehensive news (Hons.) Corporate Communication (BOCC)

about the MH370 in media. students in Universiti Selangor about the

D2 Malaysia Airline Berhad frequency of update in media about MH370

(MAB) regularly updated incidents in Malaysia Airline Berhad (MAB).

the news about MH370

incident in their official Item D1 focused more on the

website. comprehensiveness of the news released by

D3 Malaysia Airline Berhad MAB in media, while item D2 focused more

(MAB) updated the MH370 on the frequency of update about the

incident press release incidents in MAB official websites. Item D3

regularly. focused on the frequencies MAB updating

D4 Malaysia Airline Berhad their press release, and D4 focusing on the

(MAB) keep updated the update of MH370 in new media such as

news about the MH370 in Facebook, Internet, e-Newspaper and many

new media. more. Last item which is D5 is focusing on

D5 Malaysia Airline Berhad the updates of MH370 incidents new in

(MAB) keep updated the traditional media such as television, radio

news about the MH370 in and newspaper. The researcher hope that

traditional media. these items will later help the researcher to

justify the perception of the BOCC students

in Universiti Selangor about the frequency of

update in media about MH370 incidents in

Malaysia Airline Berhad (MAB).

38
PART E: THE SUITABILITY OF MEDIUM USED BY MALAYSIA AIRLINE

BERHAD (MAB) DURING THE MH370 CRISIS MANAGEMENT

E1 Malaysia Airline Berhad In Part D, the researcher wanted to know the

(MAB) use text messaging perception of the Bachelor of Communication

to inform the relatives of (Hons.) Corporate Communication (BOCC)

the victim about the students in Universiti Selangor about the

MH370 tragedy. suitability of medium used by Malaysia Airline

E2 Malaysia Airline Berhad Berhad (MAB) during the MH370 crisis

(MAB) use their official management.

website to ease the access

to information regarding Item E1 was asked due to the one report in

the MH370 incident. the Independent website where Malaysia

E3 I acquired information Airline Berhad (MAB) reportedly sending

about the MH370 incidents SMStothedistraughtfamiliesvictimof

in traditional media. MH370 to informed them about the incidents.

E4 I acquired information

about the MH370 incidents Item E2, E3, E4 and E4 was structured

in new media. based on an article in PR Week wrote by

E5 Malaysia Airline Berhad Jonathan Tilley which he mentions that

(MAB) sent their Malaysia Airline Berhad send a team to

representative to visit the Beijingtosupportfamiliesmemberandalso

victimsrelativeafterthe using the media optimally.

incident of MH370

occurred.

Table 3: Rational of The Items in Questionnaire

39
3.7 TIME FRAME

NO ACTIVITIES WEEK
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
1 Identify research
topic
2 Preparing
research
proposal
3 Design research
instruments
4 Collect data:
Primary &
Secondary
Sources
5 Analyse
collected data
6 Write research
report
7 Submission of
research report
(Draft)
8 Research
Findings/ Draft
Presentation
9 Revising final
report
10 Final
submission of
Research
Report (Hard
Bind)

Table 4: Time Frame

WEEK DATE
Week 1 : January 30, 2017 February 3, 2017
Week 2 : February 6, 2017 - February 10, 2017
Week 3 : February 13, 2017 - February 17, 2017
Week 4 : February 20, 2017 - February 24, 2017
Week 5 : February 27, 2017 March 4, 2017
Week 6 : March 6, 2017 - March 10, 2017
Week 7 : March 13, 2017 March 17, 2017
Week 8 : March 20, 2017 March 24, 2017
Week 9 : March 27, 2017 March 31, 2017
Week 10 : April 3, 2017 April 7, 2017
Week 11 : April 10, 2017 April 14, 2017
Week 12 : April 17, 2017 April 21, 2017
Week 13 : April 24, 2017 April 28, 2017
Week 14 : May 1, 2017 May 5, 2017
Week 15 : May 8, 2017 May 12, 2017

40
 PART 4

DATA ANALYSIS & FINDING

4.1 Actual Test & Pilot Test Reliability Scale

No. Section Pilot Actual

Test Test

1 Section C: The Approach Used by Malaysia Airline 0.741 0.702

Berhad (MAB) In Handling MH370 Crisis

2 Section D: The Frequency of Update in Media about 0.769 0.736

MH370 Incidents in Malaysia Airline Berhad (MAB)

3 Section E: The Suitability of Medium Used by 0.710 0.701

Malaysia Airline Berhad (MAB) During the MH370

Crisis Management

Table 5: Actual Test & Pilot Test Reliability Scale

The table above show the reliability test score for the pilot test and also the actual test

of this research paper. The pilot test involved a total of 20 respondents, and the

respondents for the actual test is a total of 141 selected from Universiti Selangor

(UNISEL) Shah Alam students undertaking Bachelor of Communication (Hons.)

Corporate Communication. The test was then divided into three section which is

section C which is the approach used by Malaysia Airline Berhad (MAB) in handling

MH370 crisis, section D which is the frequency of update in media about MH370

incidents in Malaysia Airline Berhad (MAB) and section E which is the suitability of

medium used by Malaysia Airline Berhad (MAB) during the MH370 crisis

management. The score recorded in the pilot test for the section C, D and E is 0.741,

0.769 and 0.710 respectively. For the actual test, the score recorded is 0.702, 0.736

& 0.701 for the section C, D and E respectively.

41
4.2 Section A: Demography

4.2.1 Age

Age

20%

80%

22 - 24 Years Old 25 - 27 Years Old

Figure 3: Age of the Respondent

Age Frequency Percentage

22 24 Years Old 113 80.1%

25 27 Years Old 28 19.9%

Table 6: Age of the Respondent

The first item in the demography part is the age of the respondents. Based on data

that have been collected and analyzed, a total of 113 respondent equal to 80.1% are

in the age of 22 until 24 years old. The remaining 28 or 19.9% respondent are from

the age of 25 until 27 years old.

42
4.2.2 Gender

Gender

35%

65%

Male Female

Figure 4: Gender of the Respondents

Gender Frequency Percentage

Male 49 34.8%

Female 92 65.2%

Table 7: Gender of the Respondents

In the next item in demography section, the researcher able to collect data majority

from female students with the percentage of 65.2% or a total of 92 respondents and

only 49 or 34.8% of the respondents are the male students.

43
4.2.3 Race

Race

17%

2%

81%

Malay Chinese Indian

Figure 5: Race of the Respondents

Race Frequency Percentage

Malay 116 80.7%

Chinese 2 1.7%

Indian 23 17.6%

Table 8: Race of the Respondents

From the chart above, most of the respondents is a Malay with the percentages of

80.7% or a total of 116 respondents. The Indian and Chinese are at the total of 23

(17.6%) and 2 (1.7%) respectively. This is due to the fact that majority of the student

in Universiti Selangor (UNISEL) are Malay.

44
4.2.4 Religion

Religion

5%
11%
2%

82%

Islam Buddha Hindu Christian

Figure 6: Religion of the Respondents

Religion Frequency Percentage

Islam 116 80.7%

Buddha 2 0.8%

Hindu 16 12.6%

Christian 7 5.9%

Table 9: Religion of the Respondents

Based on the religion of the respondents, the majority of the respondent are a Muslim

with a total of 116 (80.7%) respondents. The remaining 16 (12.6%) and 7 (5.9%) of

the respondents is a Hindu and Christian respectively. Only a total of 2 (0.8%) of the

respondents are a Buddhist.

45
4.2.5 Semester

Semester
3%
6% Semester 2
16% Semester 3
15%
Semester 4
10% Semester 5

24% Semester 6

26% Semester 7
Semester 8

Figure 7: Semester of the Respondents

Age Frequency Percentage

Semester 3 4 2.8%

Semester 3 23 16.3%

Semester 4 14 9.9%

Semester 5 36 25.5%

Semester 6 34 24.1%

Semester 7 21 14.9%

Semester 8 9 6.4%

Table 10: Semester of the Respondents

From a total of 141 data collected, a total of 36 (25.5%) respondent is in Semester 5

followed by Semester 6 with a total of 34 (24.1%) respondents. A total of 23 (16.3%)

and 21 (14.9%) of the respondents are in the Semester 3 and Semester 7

respectively. Other than that, a total of 14 (9.9%) of the respondents are in their 4 th

semester, and the other 9 (6.4%) of the respondents are in their 8th semester. The

remaining respondents which is 4 (2.8%) are in the semester 3.

46
4.3 KNOWLEDGE ABOUT CRISIS COMMUNICATION AND MH370 TRAGEDY

4.3.1 Do You Know About MH370 Tragedy?

Do You Know About MH370 Tragedy?

0%

100%

Yes No

Figure 8: Do You Know About MH370 Tragedy?

Do You Know About MH370 Tragedy? Frequency Percentage

Yes 141 100%

No 0 0%

Table 11: Do You Know About MH370 Tragedy?

In the section B, the researcher wanted to know about the knowledge of the

respondents about the crisis communication and also MH370 incident. When asked

whether they know about the MH370 tragedy, 100% or a total of 141 respondents

answered yes.

47
4.3.2 Do You Know That Crisis Management Is One of The Aspect of Corporate

Communication?

Do You Know That Crisis Management Is One of The Aspect of

Corporate Communication?

0%

100%

Yes No

Figure 9: Do You Know That Crisis Management Is One of The Aspect of Corporate

Communication?

Do You Know That Crisis Management Is One of The Frequency Percentage

Aspect of Corporate Communication?

Yes 141 100%

No 0 0%

Table 12: Do You Know That Crisis Management Is One of The Aspect of Corporate

Communication?

In the next item, the researcher wanted to know whether the respondents know that

crisis management is one of the aspect of corporate communication. All of the

respondents or a total of 141 (100%) of them answered yes.

48
4.3.3 From Which Media Did You Used Frequently to Acquired News About

MH370 Incident?

From Which Media Did You Used Frequently to Acquired News

About MH370 Incident?

11%

89%

Traditional Media New Media

Figure 10: From Which Media Did You Used Frequently to Acquired News About

MH370 Incident?

From Which Media Did You Used Frequently to Frequency Percentage

Acquired News About MH370 Incident?

Traditional Media 16 11.3%

New Media 125 88.7%

Table 13: From Which Media Did You Used Frequently to Acquired News About

MH370 Incident?

In the last item of Section B, the researcher asked the respondent on which media

did the respondent acquired the most news about MH370 incidents. A total of 125 or

88.7% respondents answered new media such as Facebook, Twitter, e-Newspaper

and many more. The remaining 16 (11.3%) of the respondents answered traditional

media such as newspaper, radio, and television.

49
4.4 PART C: THE APPROACH USED BY MALAYSIA AIRLINE BERHAD (MAB) IN
HANDLING MH370 CRISIS
4.4.1 Descriptive Statistics
Mean

Malaysia Airline Berhad (MAB) immediately held a press conference after 3.8014

the tragedy reported.

The press release on the incident of MH370 published is in multi-language. 3.7518

Malaysia Airline Berhad (MAB) used social media to spread information 4.0142

about the MH370 tragedy to the public.

Malaysia Airline Berhad (MAB) top management take the full control during 3.8582

the press conference.

Malaysia Airline Berhad (MAB) give accurate and correct information 3.7092

regarding the MH370 incident.

Table 14: From Which Media Did You Used Frequently to Acquired News About

MH370 Incident?

In Part C, the researcher wanted to know the perception of the Bachelor of

Communication (Hons.) Corporate Communication students in Universiti Selangor

(UNISEL) Shah Alam towards the approach used by Malaysia Airline Berhad (MAB)

in handling MH370 crisis. Table 15 showed that majority of the respondents agreed

that Malaysia Airline Berhad (MAB) used social media to spread information about

the MH370 tragedy to the public with the mean score of 4.0142. The lowest item

recorded in Part C is 3.7092 for the statement that Malaysia Airline Berhad (MAB)

give accurate and correct information regarding the MH370 incident.

50
4.4.2 Frequencies

Malaysia Airline Berhad (MAB) immediately held a press

conference after the tragedy reported.

Frequency Percent

Strongly Disagree 8 5.7

Disagree 6 4.3

Unsure 40 28.4

Agree 39 27.7

Strongly Agree 48 34.0

Total 141 100.0

Table 15: Malaysia Airline Berhad (MAB) immediately held a press conference after

the tragedy reported.

From the data that have been collected, majority of the respondents which is a total

of 48 or equivalent to 34% of the respondent strongly agreed that Malaysia Airline

Berhad (MAB) immediately held a press conference after the tragedy of MH370 were

reported. The other 8 (5.7%) and 6 (4.3%) of the respondents claimed that they are

strongly disagree and disagree with the statement respectively.

The remaining 39 or 27.7% of the respondents are also agreeing that

Malaysia Airline held the press conference immediately after the MH370 incident

reporter. Another 40 or 28.4% of the respondents are unsure about the statement.

51
 The press release on the incident of MH370 published

is in multi-language.

Frequency Percent

Disagree 11 7.8

Unsure 39 27.7

Agree 65 46.1

Strongly Agree 26 18.4

Total 141 100.0

Table 16: The press release on the incident of MH370 published is in multi-

language.

When asked about the press release on the incident of MH370 published is in multi-

language, most of the respondent or about 65 or equivalent to 46.1% of the

respondent responded that they are agree with the statement.

The other 26 or 18.4% of the respondent are also strongly agreeing with the

statement while only 11 or 7.8% of the respondent are disagreeing. The remaining

respondents which is 39 or 27.7% answered that they are unsure.

52
 Malaysia Airline Berhad (MAB) used social media to spread

information about the MH370 tragedy to the public.

Frequency Percent

Strongly Disagree 3 2.1

Disagree 9 6.4

Unsure 19 13.5

Agree 62 44.0

Strongly Agree 48 34.0

Total 141 100.0

Table 17: Malaysia Airline Berhad (MAB) used social media to spread information

about the MH370 tragedy to the public.

Table 18 showed the data for the statement of Malaysia Airline Berhad (MAB) used

social media to spread information about the MH370 tragedy to the public. Majority of

the respondent which is 62 or about 44% of the respondents choose agree while

another 48 or 34% of the respondent choose strongly agreed with the statement.

About 62 (44%) of the respondents are agreeing that Malaysia Airline Berhad (MAB)

used social media to spread information about the MH370 tragedy to the public.

Another 62 (44%) of the respondents said that they are strongly agree with the same

statement. Only 3 (2.1%) and 9 (6.4%) of the respondent claimed that they are

strongly disagree and disagree with the statement respectively.

The remaining 19 (13.5%) of the respondents said that they are unsure

about the statement that Malaysia Airline Berhad (MAB) used social media to spread

information about the MH370 tragedy to the public.

53
 Malaysia Airline Berhad (MAB) top management take the

full control during the press conference.

Frequency Percent

Strongly Disagree 1 .7

Disagree 17 12.1

Unsure 19 13.5

Agree 68 48.2

Strongly Agree 36 25.5

Total 141 100.0

Table 18: Malaysia Airline Berhad (MAB) top management take the full control

during the press conference.

Table 19 show the data from the respondent about the statement that Malaysia Airline

Berhad (MAB) top management take the full control during the press conference.

Most of the respondent which is 68 (48.2%) and 36 (25.5%) of the respondent claimed

that they are agree and strongly agree with the statement.

There are 19 (16.5%) respondent who are unsure and only 1 (0.7%) of

the respondent are strongly disagree with the statement that Malaysia Airline Berhad

(MAB) top management take the full control during the press conference. The

remaining 19 (13.5%) of the respondent, however, are feeling unsure about the

statement.

54
 Malaysia Airline Berhad (MAB) give accurate and correct

information regarding the MH370 incident.

Frequency Percent

Strongly Disagree 4 2.8

Disagree 11 7.8

Unsure 42 29.8

Agree 49 34.8

Strongly Agree 35 24.8

Total 141 100.0

Table 19: Malaysia Airline Berhad (MAB) give accurate and correct information

regarding the MH370 incident.

When given the statement that Malaysia Airline Berhad (MAB) give accurate and

correct information regarding the MH370 incident, majority of the respondent which

is 49 (34.8%) of them said that they are agree while only 4 (2.8%) of the respondents

are strongly disagree with the statement.

There are 42 (29.8%) of the respondents are unsure about the

statement, and 35 (24.8%) are agree. The remaining 11 (7.8%) of the respondents

claimed that they are disagree with the statement of Malaysia Airline Berhad (MAB)

give accurate and correct information regarding the MH370 incident.

55
4.5 PART D: THE FREQUENCY OF UPDATE IN MEDIA ABOUT MH370

INCIDENTS IN MALAYSIA AIRLINE BERHAD (MAB)

4.5.1 Descriptive Statistics

Mean

Malaysia Airline Berhad (MAB) provided a comprehensive news about the 3.9007

MH370 in media.

Malaysia Airline Berhad (MAB) regularly updated the news about MH370 3.9291

incident in their official website.

Malaysia Airline Berhad (MAB) updated the MH370 incident press release 4.1418

regularly.

Malaysia Airline Berhad (MAB) keep updated the news about the MH370 in 4.0142

new media.

Malaysia Airline Berhad (MAB) keep updated the news about the MH370 4.1560

in traditional media.

Table 20: The Frequency of Update in Media About MH370 Incidents in Malaysia

Airline Berhad (MAB)

In Part D, the question was designed so that the researcher will be able to identify the

perception of Bachelor of Communication (Hons.) Corporate Communication

students in Universiti Selangor (UNISEL) Shah Alam towards the Frequency of

Update in Media About MH370 Incidents in Malaysia Airline Berhad (MAB).

The highest mean score acquired from the data received from 141

respondents is the statement that Malaysia Airline Berhad (MAB) keep updated the

news about the MH370 in traditional media which recorded a mean score of 4.1560.

The lowest mean score which is 3.9007 recorded in the statement that Malaysia

Airline Berhad (MAB) provided a comprehensive news about the MH370 in media.

56
4.5.2 Frequencies

Malaysia Airline Berhad (MAB) provided a

comprehensive news about the MH370 in media.

Frequency Percent

Strongly Disagree 8 5.7

Disagree 7 5.0

Unsure 19 13.5

Agree 64 45.4

Strongly Agree 43 30.5

Total 141 100.0

Table 21: Malaysia Airline Berhad (MAB) provided a comprehensive news about

the MH370 in media.

For the statement that Malaysia Airline Berhad (MAB) provided a comprehensive

news about the MH370 incidents in media, majority of the respondents which is 64

(45.4%) agreed with the statement while only 8 (5.7%) and 7 (5%) of the respondent

said that they are strongly disagree and disagree with the statement respectively.

Another 19 (13.5%) of the respondent, however, said that they are unsure

that Malaysia Airline Berhad (MAB) provided a comprehensive news about the

MH370 in media. The remaining 43 (30.5%) of the respondents is strongly agree with

the same statement.

57
 Malaysia Airline Berhad (MAB) regularly updated the

news about MH370 incident in their official website.

Frequency Percent

Disagree 16 11.3

Unsure 18 12.8

Agree 67 47.5

Strongly Agree 40 28.4

Total 141 100.0

Table 22: Malaysia Airline Berhad (MAB) regularly updated the news about MH370

incident in their official website.

Based on the data received, a total of 67 or 47.5% and 40 (28.4%) of the respondents

are agreeing and strongly agreeing with the statement that Malaysia Airline Berhad

(MAB) regularly updated the news about MH370 incident in their official website.

There are no respondents claiming that they are strongly disagree with the statement.

However, only 16 (11.3%) of the respondents did claimed that they are only

disagreeing with the statement.

The remaining 18 (12.8%) of the respondents said that they are unsure that

Malaysia Airline Berhad (MAB) regularly updated the news about MH370 incident in

their official website.

58
 Malaysia Airline Berhad (MAB) updated the MH370

incident press release regularly.

Frequency Percent

Disagree 16 11.3

Unsure 13 9.2

Agree 47 33.3

Strongly Agree 65 46.1

Total 141 100.0

Table 23: Malaysia Airline Berhad (MAB) updated the MH370 incident press release

regularly.

In the statement that Malaysia Airline Berhad (MAB) updated the Mh370 incident

press release regularly, a large number of respondents which is 65 or 46.1% and 47

or 33.3% of them saying that they are strongly agree and agreeing with the statement

respectively.

The remaining 16 (11.3%) and 13 (9.2%) of the respondents responded

that they are disagreeing and unsure about the statement respectively.

59
 Malaysia Airline Berhad (MAB) keep updated the

news about the MH370 in new media.

Frequency Percent

Disagree 14 9.9

Unsure 19 13.5

Agree 59 41.8

Strongly Agree 49 34.8

Total 141 100.0

Table 24: Malaysia Airline Berhad (MAB) keep updated the news about the MH370

in new media.

Majority of the respondents or about 59 (41.8%) of the respondents said that they are

agreeing with the statement that Malaysia Airline Berhad (MAB) keep updated the

news about the MH370 in new media. Another 49 (34.8%) of the respondents are

also saying that they are strongly agree with the same statement while 14 (9.9%) of

the respondents said that they are disagree.

The remaining 19 (13.5%) of the respondents, however, said that they are

unsure about the statement that Malaysia Airline Berhad (MAB) keep updated the

news about the MH370 in new media.

60
 Malaysia Airline Berhad (MAB) keep updated the

news about the MH370 in traditional media.

Frequency Percent

Valid Disagree 4 2.8

Unsure 32 22.7

Agree 43 30.5

Strongly Agree 62 44.0

Total 141 100.0

Table 25: Malaysia Airline Berhad (MAB) keep updated the news about the MH370

in traditional media.

Based on the table above, there are 62 (44%) respondents who are strongly agreeing

that Malaysia Airline Berhad (MAB) keep updated the news about the MH370 in

traditional media, supported by another 43 (30.5%) of the respondents who are also

agreeing with the statement.

There are 32 (22.7%) respondents who answered unsure while the

remaining 4 (2.8%) of the respondents said that they are disagreeing that the

Malaysia Airline Berhad (MAB) keep updated the news about the MH370 in traditional

media.

61
4.6 PART E: THE SUITABILITY OF MEDIUM USED BY MALAYSIA AIRLINE

BERHAD (MAB) DURING THE MH370 CRISIS MANAGEMENT

4.6.1 Descriptive Statistics

Mean

Malaysia Airline Berhad (MAB) use text messaging to inform the relatives 3.8723

of the victim about the MH370 tragedy.

Malaysia Airline Berhad (MAB) use their official website to ease the 4.1277

access to information regarding the MH370 incident.

I acquired information about the MH370 incidents in traditional media. 4.0922

I acquired information about the MH370 incidents in new media. 4.2057

Malaysia Airline Berhad (MAB) sent their representative to visit the 4.2553

victims relative after the incident of MH370 occurred.

Table 26: The Suitability of Medium Used by Malaysia Airline Berhad (MAB) During

the MH370 Crisis Management

In Part E, the researcher wanted to know the perception of Bachelor of

Communication (Hons.) Corporate Communication students in Universiti Selangor

(UNISEL) Shah Alam towards of the suitability of medium used by Malaysia Airline

Berhad (MAB) during the MH370 crisis management. Based on the 141 respondents,

the highest mean score is 4.2553 for the statement that Malaysia Airline Berhad

(MAB) sent their representative to visit the victims relative after the incidents of

MH370 incidents.

The lowest mean score is 3.8723 for the statement that Malaysia Airline

Berhad (MAB) use text messaging to inform the relatives of the victim about the

MH370 tragedy.

62
4.6.2 Frequencies

Malaysia Airline Berhad (MAB) use text messaging to inform the

relatives of the victim about the MH370 tragedy.

Frequency Percent

Disagree 26 18.4

Unsure 5 3.5

Agree 71 50.4

Strongly Agree 39 27.7

Total 141 100.0

Table 27: Malaysia Airline Berhad (MAB) use text messaging to inform the relatives

of the victim about the MH370 tragedy.

Out of 141 respondents, 71 (50.4%) of them claimed that they are agree that Malaysia

Airline Berhad (MAB) use text messaging to inform the relatives of the victim about

the MH370 tragedy. Another 39 (27.7%) of the respondents are also agreeing with

the same statement while theirs is 26 (18.4%) of the respondents said that they are

disagreeing the fact that Malaysia Airline Berhad (MAB) use text messaging to inform

the relatives of the victim about the MH370 tragedy.

The remaining 5 (3.5%) of the respondents responded that they are

unsure about the statement.

63
 Malaysia Airline Berhad (MAB) use their official website to ease the

access to information regarding the MH370 incident.

Frequency Percent

Disagree 9 6.4

Unsure 11 7.8

Agree 74 52.5

Strongly Agree 47 33.3

Total 141 100.0

Table 28: Malaysia Airline Berhad (MAB) use their official website to ease the

access to information regarding the MH370 incident.

Table 29 show the data based on the statement that Malaysia Airline Berhad (MAB)

use their official website to ease the access to information regarding the MH370

incident. A total of 74 or 52.5% and 47 (33.3%) of the respondents claimed that they

are agree and strongly agree with the statement respectively.

There are however 11 or 7.8% of the respondents answered unsure while

the remaining 9 (6.4%) of the respondents answered that they are disagree with the

statement.

64
 I acquired information about the MH370 incidents in traditional media.

Frequency Percent

Disagree 2 1.4

Unsure 11 7.8

Agree 100 70.9

Strongly Agree 28 19.9

Total 141 100.0

Table 29: I acquired information about the MH370 incidents in traditional media.

About 100 (70.9%) and 28 (19.9%) of the respondents claimed that they are agree

and strongly agree that they acquire information about the MH370 incidents in

traditional media respectively.

There is 11 (7.8%) of the respondents unsure about the statement while

the remaining 2 (1.4%) of the respondents said that they disagreeing that they

acquired information about the MH370 incidents in traditional media.

65
 I acquired information about the MH370 incidents in new media.

Frequency Percent

Strongly Disagree 2 1.4

Disagree 5 3.5

Unsure 12 8.5

Agree 65 46.1

Strongly Agree 57 40.4

Total 141 100.0

Table 30: I acquired information about the MH370 incidents in new media.

From 141 respondents, 65 or 46.1% of them agreed that they acquired information

about the Mh370 incidents in news media. Another 57 or 40.4% of the respondents

also said that they are strongly agree with the statement while 12 (8.5%) of the

respondents claimed that they are unsure with the statement.

The remaining 5 (3.5%) and 2 (1.4%) of the respondents responded that

they are disagree and strongly disagree with the statement respectively.

66
 Malaysia Airline Berhad (MAB) sent their representative to visit the

victims relative after the incident of MH370 occurred.

Frequency Percent

Disagree 11 7.8

Unsure 6 4.3

Agree 60 42.6

Strongly Agree 64 45.4

Total 141 100.0

Table 31: Malaysia Airline Berhad (MAB) sent their representative to visit the

victims relative after the incident of MH370 occurred.

About 64 (45.4%) and 60 (42.6%) of the respondents claimed that they are strongly

agree and agreeing that Malaysia Airline Berhad (MAB) sent their representative to

visit thevictimsrelativeafter the incident of MH370 occurred respectively.

Other than that, from 141 respondents, only 11 (7.8%) of the respondents

are disagree with the statement while the remaining 6 (4.3%) of the respondents

claimed that they are unsure with the same statement.

67
 CHAPTER 5

DISCCUSION, CONCLUSION, LIMITATION AND RECOMMENDATION

5.1 Discussion

As the researcher successfully analyse the data that have been collected from a total

of 141 respondents, the researcher will be able to examine the perception of BOCC

students in Universiti Selangor towards the approach used by Malaysia Airline Berhad

(MAB) in crisis communication handling in MH370 incident and also identified their

perception towards the frequency of update about MH370 incident in Malaysia Airline

Berhad (MAB) social media. In addition to that, the researcher will also able to

determine the perception of BOCC students in Universiti Selangor towards the

suitability of media used by Malaysia Airline Berhad (MAB) in handling MH370 crisis.

After analysing the data, there is 141 respondents involves in this research paper

which is all of them is the students of Universiti Selangor (UNISEL Shah Alam)

undertaking Bachelor of Communication (Hons.) Corporate Communication.

Based on the data that have been analyzed, majority of the respondents are

the students of Universiti Selangor (UNISEL) Shah Alam undertaking Bachelor of

Communication (Hons.) Corporate Communication within the age of 22 until 24 years

old and most the respondents are female. For the race and religion profiling, there

are more Malay and Muslim respondents than the other race and religion. It can be

concluded that minority of the respondents race and religion is Chinese and Buddha

respectively. Other than that, most of the respondents on this research paper came

from semester 5, followed by semester 6, 3, 7, 4, 8 and 2 subsequently. All of the

respondents are well acknowledge about the Malaysia Airline Berhad (MAB) Mh370

incidents and also that they know that crisis management is one of the element in

Corporate Communication fields.

68
 As for the type of media that the respondents used to frequently used to

acquired news about MH370 incidents, majority of the respondents claimed that they

use new media such as social media, internet, and others. As for the first objective of

this research paper, based on the data that have been analyze, it can be concluded

that majority of the respondents claimed that Malaysia Airline Berhad (MAB) have

taken an appropriate approach when they are handling the MH370 crisis. Based on

the highest mean score, most of the respondents agreed that social media is a correct

approach to be used by Malaysia Airline Berhad (MAB) during handling the MH370

incidents. The finding support by a researchpaperinyear2012entitledUsingSocial

Media to Enhance Emergency Situation Awareness wrote by Jie Yin, Andrew

Lampert, Mark Cameron, Bella Robinson and Robert Power.

They wrote that recently, social media has emerged as a popular medium for

providing new sources of information and rapid communication. With the growing use

of social media during crises offers new information sources from which the right

authorities can enhance emergency situation awareness. The statement that

Malaysia Airline Berhad (MAB) give accurate and correct information regarding the

MH370 incident, however, received the lowest mean score among the five items in

part C.

For the second research objective, the researcher want to identify the

perception of BOCC students in Universiti Selangor towards the frequency of update

about MH370 incident in Malaysia Airline Berhad (MAB) social media. In this section,

the highest mean score recorded from 141 respondents is the statement that

Malaysia Airline Berhad (MAB) keep updated the news about the MH370 in traditional

media. This been said, that majority of the respondents agree that Malaysia Airline

Berhad (MAB) have utilize the traditional media frequently in delivering news about

MH370 incident.

69
 The statement that Malaysia Airline Berhad (MAB) updated the MH370

incident press release regularly and Malaysia Airline Berhad (MAB) keep updating

the news about the MH370 in new media both are also achieved the second and third

highest mean score while the statement that Malaysia Airline Berhad (MAB) provided

a comprehensive news about the MH370 in media and Malaysia Airline Berhad (MAB)

regularly updated the news about MH370 incident in their official website achieved

the lowest among the five items.

In the last research objective, the researcher want to determine the perception

of BOCC students in Universiti Selangor towards the suitability of media used by

Malaysia Airline Berhad (MAB) in handling MH370 crisis. After analyzing the data, the

researcher able to identified that the statement that received the highest mean score

is the statement that Malaysia Airline Berhad (MAB) sent their representative to visit

thevictimsrelativeaftertheincidentofMH370occurred.

This mean that most of the respondents agreed amongst several of the

method used by MAB during handling the MH370 tragedy, the most suitable method

is by sending their representative to visit the family members involves in the MH370

incidents. The result of this finding supported by the Attribution Theory- based Crisis

Communication Best Practices which stated that all victims should be provided an

expression of sympathy, any information about corrective actions and trauma

counseling when needed. This can be calledthecareresponsewhich is second-

half of the base response to a crisis. The other statement such as Malaysia Airline

Berhad (MAB) use their official website to ease the access to information regarding

the MH370 incident, the respondents acquired information about the MH370 incidents

in traditional media, and the respondents acquired information about the MH370

incidents in new media are also received the highest mean score.

70
 The lowest mean score recorded is the statement that Malaysia Airline Berhad

(MAB) use text messaging to inform the relatives of the victim about the MH370

tragedy. This show that most of the respondents perceived that the step taken by

Malaysia Airline Berhad by using test messaging to inform the relative of the victim in

MH370 tragedy is not too appropriate.

5.2 Conclusion

As a conclusion, the researcher is now able to identify the perception of Bachelor of

Communication (Hons.) Corporate Communication students in Universiti Selangor

(UNISEL) Shah Alam towards the MH370 incidents crisis management handling in

Malaysia Airline Berhad (MAB) based on three aspect which is the approach used by

MAB during handling the crisis, the frequency of update about MH370 incidents in

media by MAB and also the suitability of medium used by Malaysia Airline Berhad

(MAB) during handling the MH370 crisis.

As for the approach used by Malaysia Airline Berhad (MAB) in handling

MH370 crisis, the researcher concluded that based on the response recorded,

Malaysia Airline have taken a correct approach in handling the crisis which is by using

the social media. The uses of social media are crucial as the world now are now

evolve, and as the technology become smarter, the information is also traveling faster

than ever. According to the statistic in Statista.com which is one of the leading

statistics companies on the internet, the total number of social media user in rapidly

increasing year by year. It is estimated that in the year 2016, there is about 2.34 billion

of social media user while in the year 2017, the number increases to 2.51 billion.

Statista also predicted that the number will continuing to increase and the number will

increase to a number of nearly 3.00 billion in the year 2020.

71
 The most social media platform used by the netizens around the world is

Facebook with a number of active user is 1, 968 million as recorded in April 2017.

The second most uses social media platform is Instagram followed by Twitter with a

number of active user of 600 million and 319 million respectively.

As for the second research objective, the researcher concluded that most of

the respondents claimed that Malaysia Airline Berhad (MAB) updates the news about

MH370 incidents regularly in traditional media than the other media. This finding can

be related with the article wrote by Lisa Noble (2014) in PR Week, which she wrote

that traditional news outlets have spent years cultivating its readers, listeners, and

viewers, and they are masters at reaching target audience segments. Other than that,

she also mentions that traditional media will always remain a trusted source for

information.

Other than that, Elena Verlee, the author of PR In Your Pajamas and the

founder of one of the famous PR agency, Cross Border Communications wrote that

there are several reasons on why traditional media is still relevant to be used in the

age of social media. She said that traditional media is instantly recognizable because

ithasbeenaroundforsolong,itsverylikelythattheaveragepersonknowsthename

of the local newspaper rather than the most popular blog in the area. Furthermore,

traditional media outlets have more status and authority than social media, so

traditional media coverage will help the organization to gain credibility. In addition of

that, social media sometimes feeds on the traditional media. Bloggers often write

about the news as they hear it in traditional media. Last but not least, traditional media

outlets nowadays are also using social media and these social media sites usually

have a large readership. Although print circulation is declining, traditional media still

reaches vast audiences both online and offline.

72
 As for the last objective of this research paper, the researcher wanted to

investigate the suitability of medium used by Malaysia Airline Berhad (MAB) during

the MH370 crisis management and most of the respondents said that by sending the

representative from Malaysia Airline Berhad (MAB)tovisitthevictimsrelativeafter

the incidents of MH370 occurred, MAB has taken an appropriate and suitable step.

This statement is also supported based on several journals wrote by Coombs, W.T.

(2007), Coombs, W. T., & Holladay, S. J. (1996), Coombs, W. T. and Holladay, S. J.

(2001) and also Coombs & Holladay (2006) which they suggested that all victims

should be provided an expression of sympathy, any information about corrective

actions and trauma counselling when needed in Attribution Theory-Based Crisis

Communication Best Practices.

This been said that it is important for the organization to ensure that their

customer safety is their number one priority and they should never leave the victim

that involve in their tragedy without offering any help or support. This is important to

ensure that unaffected consumer will feel safe and to strengthen the relationship that

the organization have with their consumer so that the organization will able to

minimize the impact of the crisis towards their image, reputation and also financial

implication.

Based on the data that have been analyzed, it can be concluded that the

researcher successfully investigates the perception of Bachelor of Communication

(Hons.) Corporate Communication students in Universiti Selangor (UNISEL) Shah

Alam towards MH370 crisis management handling in Malaysia Airline Berhad (MAB)

and all three research objective of this paper have been achieved. The study show

that Malaysia Airline Berhad (MAB) have taken appropriate approach in handling the

crisis of MH370 incidents.

73
5.3 Contribution to the Crisis Management & Social Media

From this researcher, the researcher found out that by using social media, it helps

the organization to reach their consumer and public quicker than ever. This is

because the social media enable the organization a free, easy access to more than

2 billion internet users. By using social media also, the organization involves in the

crisis can also counter fake news as soon it appeared online and thus preventing the

image of their organization from being damaged.

Other than that, the researcher found out that although the social media is

mostly used nowadays, an organization should never be forgot the powerful impact

of traditional media such as television and radio. The uses of traditional media during

crisis is a must, as public tend to associate traditional media such as television, radio,

and newspaper as trustworthy. In addition to that, this research also strengthens the

theory by Attribution Theory-Based Crisis Communication Best Practices which

claimed that organization need to continuously provide support to the victim who

involved directly with their organization crisis.

5.4 Limitation

There are many limitation of this research paper, and one of them is that the

researcher has a limited time to gather the data and analyze the data as the

researcher only have about 14 weeks to complete the research report. Other than

that, the geographical issue also exist as the research is done in Universiti Selangor,

the students are having their midterm break on March 18 26, 2017 which cost the

researcher loss of a week opportunity to find respondent to fill out the questionnaire.

Furthermore, the researcher only has a limited access to some of the journal

as some of the journal only can be accessed when you purchase it, and Universiti

Selangor only provide an access to Emerald Insight.

74
5.5 Recommendation

The researcher would like to suggest that if there is a further research done to study

the crisis management handling of MH370, the researcher will need to have different

respondents such as from organization viewpoint or corporate communication

practitioner viewpoint to get more accurate findings as they are already involved

professionally in corporate communication fields. Other than that, the researcher also

would like to suggest doing an online survey which will help the researcher to get the

data without time constraint as the respondents are able to fill it up at any time. It is

also recommended that future research should investigate on what is the impact of

any approach taken by Malaysia Airline Berhad (MAB) during handling the crisis

towards the organization itself.

Last but not least, the research feel that there is also a need for the future

researcher to investigate the crisis management handling in other cases such as

MH17 and also Indonesia Air Asia Flight QZ8501. It also would be interesting to

compare the step taken by both Malaysian owned airline in handling their crisis and

why it is important for the organization to have a well-trained crisis communication

team.

75
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