By Hector Barajas
A friend and colleague of mine just told me about a recent travel experience he had involving a six-hour delay on a Delta Airlines flight from Atlanta to San Francisco International.
Despite the frustration and anger we often direct toward airlines, his perspective was fascinating. Rather than be upset, he told me how impressed he was about a very simple and overlooked communications concept: honesty and transparency.
He found it refreshing that throughout the ordeal, the airline kept the passengers in the loop:
Delay No. 1—The captain explained that a minor repair was required that should only take 30 minutes. He acknowledged how hot the back of the aircraft was and invited passengers to walk towards the front while the problem was being addressed. Flight attendants passed out water while everyone waited.
Delay No. 2—About an hour later, the captain updated the passengers that they needed to exit the plane because what seemed a minor O-ring issue turned out to be more serious. They needed to replace an entire pump, which would take time, and he was trying to find another plane for them.
Delay No 3—After waiting more hours for a new plane, the boarding process was delayed because the crew needed to be replaced with a new crew due to labor laws. The gate agent explained this matter-of-factly and apologized. My colleague told me it was like a relief valve; you could feel everyone accept the setback and remain patient.
Delay No. 4—Once on board and ready for takeoff, there was a medical emergency with someone at the very back of the plane gasping for air—either from a panic or heart attack. The captain personally visited the passenger and later informed everyone that there was a medical emergency (no details, speculation, or HIPAA violations) and that EMS was on their way.
There was none of the uncivil and belligerent behavior we often read about from passengers.
I wanted to share this little vignette because it underscores something that too often feels absent in our society – whether in politics, commerce, or interpersonal communications. Honesty and transparency. They are not a sign of weakness and vulnerability but strength and integrity.
Yes. It’s easy to be cynical about all the misinformation, BS, and obfuscation that permeates our world. Skepticism about what is usually spouted by politicians, marketers, advertisers, PR experts, and the media is healthy, justified, and generally warranted.
This is why honesty and transparency are increasingly more powerful. When you add generous portions of sincerity, empathy, and unvarnished truth, something magical can happen.
This approach won’t make a crisis disappear—or, in the case of the Delta story, get you to your destination on time. But it is such an obvious and old-school value that it is proof that the best defense is often a strong and disarming offense grounded in honesty and humility.
My friend’s story reminds me of my favorite definition and mission of the best PR / Public Affairs firms: “We are the conscience of our clients. And our client ultimately is not the company, individual, or organization we represent – rather it is their reputation.”
