One of your planes about to sink into the sea, name clearly visible on the side, with passengers in life-vests being rescued from a wing. Worst possible nightmare PR scenario?!
Photos like the one on the left are doing the rounds on the web and in newspapers around the world. The Guardian has a whole 18 of them.
I checked the US Airways site quickly to see how they were communicating around this. The story is on the homepage, they’ve got a number for support, and a statement from the CEO. So a few boxes have been ticked. I do think they should have hidden their flight booking form though, just to highlight that their focus now is on getting to the bottom of this rather than selling tickets.