AdAge: United Airlines' Passenger Ejection May Cause Permanent Brand Damage, Experts Say

It only took United Airlines two weeks before embroiling itself in another social media storm.

The airline found itself in hot water after it denied two teenage girls from boarding a flight because they were wearing leggings. Now, the airline is on the defense again after an overbooked flight from Chicago to Louisville ended with a passenger being dragged off the plane by three Chicago Aviation security officials.

Brand and communications experts told Ad Age that this public relations nightmare could impact United Airline’s reputation and business. Howard Fencl, VP of Hennes Communications, told AdAge that United CEO Oscar Munoz needed to apologize immediately and he didn’t.

“Instead, he offered a non-apology, 'for having to re-accommodate these customers,’” he said. “Basically, he is apologizing for their overbooking policy, and not the violence and humiliation their passenger suffered, or the emotional distress it caused all the other passengers witnessing this unnecessary event.”