United Airlines CEO Scott Kirby exemplifies proactive communication by engaging openly with media and stakeholders to enhance the company’s reputation. Since taking the helm in May 2020, Kirby has consistently participated in media activities, emphasizing transparency and long-term strategic planning.
Nicole Carriere, United’s managing director of public relations, noted that the leadership team’s support enables Kirby to make selective media appearances, ensuring messages align with the airline’s broader objectives. During the COVID-19 pandemic, the airline became more deliberate about media opportunities, focusing on topics that drive its strategy and address industry challenges.
Internal Communications and Media Strategy
United employs various communication tools such as "Straight from Scott," informal yet curated videos from the CEO, and "Earnings Live" sessions where leadership responds to employee questions in real-time. These initiatives foster transparency while maintaining message consistency and safeguarding proprietary information.
"They’re doing one next week around earnings, and we’ve kept it an employee-only video," Carriere said. "While some clips are shared externally, most remain internal to prevent leaks."
Past events like the 'United Next' airport showcase in San Francisco illustrate the company’s ability to leverage media narratives, balancing positive developments with candid discussions on sensitive topics such as tariffs. Preparation and strategic messaging allow Kirby to address tough questions effectively.
Looking ahead, United is focused on long-term goals, preparing leadership for significant reporting periods. Kirby’s approach to communication underscores a culture of openness that aims to support sustainable growth and industry leadership.
