On January 15, 2009, US Airways Flight 1549, piloted by Captain Chesley “Sully” Sullenberger, made an unprecedented emergency water landing in the Hudson River after striking a flock of Canada geese and losing all engine power. Dubbed the “Miracle on the Hudson,” this incident not only showcased exceptional piloting but also emerged as a pivotal case study in crisis management and communication.
Sully’s minute-by-minute retrospective, featured by Inc. magazine is required viewing. I’ve shown it to my kids. I show it in my crisis management classes with audiences ranging from undergrads to police chiefs. JGPR Academy offers both on demand crisis training and live crisis management classes, and it’s impossible to ignore Sully’s impact on our industry–it shows that PR is practiced by not just PR practitioners!
The “Miracle on the Hudson” is one of the strongest contemporary cases for effective crisis management and for public relations as a practice to exist from top to bottom in any good organization. Here are 10 of the many, many lessons that crisis managers, from public information officers to presidents can all take from Sully:
1. Clear and Concise Communication
The calm and clear communication Sullenberger maintained with air traffic control during the crisis was pivotal. Despite the unimaginable stress, his messages were succinct, prioritizing crucial information and decisions. This principle is paramount for Public Information Officers (PIOs) who must convey critical information under pressure. PIOs should strive to be concise yet comprehensive, ensuring their audience receives and understands the necessary information without being overwhelmed by details.
2. Decision Making Under Pressure
Sullenberger’s decisive action to land on the Hudson River highlights the importance of making swift, informed decisions during a crisis. For PIOs, this underlines the necessity of quickly assimilating information, assessing risks, and choosing a course of action. Effective crisis management requires a balance between rapid decision-making and due diligence, ensuring that the chosen path forwards is based on the best available information.
3. Preparation and Training
Sullenberger’s expertise and his and his crew’s handling of the emergency underscore the value of rigorous preparation and training. It’s not just about reacting to crises as they happen but being prepared for them in advance. PIOs should similarly engage in regular training and simulations of crisis scenarios to hone their skills in communication, decision-making, and stress management.
Sully has been critical of attempts to soften training standards. In 2023, spoke out about the need for sufficient “quantity and quality” of pilot training in the airline industry.
4. Leadership and Teamwork
“It starts with core values. It starts with leadership by example. Trying to live what you believe and make it apparent to those around you,” Sully told Inc. “Especially on a small team, not a single word, not a single interaction goes completely unnoticed or is without consequence.”
The successful outcome of Flight 1549 was also a result of effective leadership and teamwork. Sullenberger not only managed the situation himself but also led his crew through the emergency procedures seamlessly. This highlights for PIOs the importance of not only leading but also fostering a team environment where each member can contribute to managing the crisis.
5. Emotional Intelligence
“The first thing we had to do was to force calm on ourselves, to have the mental discipline to both compartmentalize and focus clearly on the few most important tasks at hand, and then have the discipline to ignore everything we didn’t have time to do as being only distractions,” Sully told Forbes in 2017. “We boiled the problem down to the essential essence and then began to solve it one at a time, until finally, we had solved each problem at the very end. But we didn’t have time to do everything, and much of what we did, we had to do later in the flight because there wasn’t time to do it earlier in the flight. But we flew the airplane…”
Sullenberger’s handling of the aftermath, including his interactions with passengers, crew, and the media, demonstrated high emotional intelligence. He showed empathy, humility, and a genuine concern for others, which were crucial for the passengers’ emotional recovery and public perception. PIOs must remember the human element in crisis management, understanding and addressing the emotional needs and responses of all stakeholders.
6. Transparency and Honesty
Throughout the investigation that followed, Sullenberger was transparent and honest about the events leading up to the emergency landing. This approach helped maintain public trust and confidence in the aviation industry’s safety protocols. PIOs should emulate this transparency, providing accurate and honest information without withholding details that could later undermine credibility.
7. Media Relations
Sullenberger’s interaction with the media post-incident was exemplary. He communicated effectively, ensuring that his narrative was clear and that he highlighted the efforts of the entire crew. For PIOs, mastering media relations is crucial. They must ensure that the media is a partner in disseminating accurate information rather than a challenge to be managed.
8. Crisis Communication Plan
The event illustrates the necessity of having a crisis communication plan in place. While Sullenberger and his crew had protocols for the physical act of ditching the plane, PIOs need to have a communication strategy ready to be deployed at a moment’s notice. This includes predefined communication channels, key messages, and a clear understanding of who speaks for the organization.
9. Leveraging Technology
In today’s digital age, information spreads rapidly. PIOs must be adept at using technology to monitor and manage the flow of information. Tools for social media monitoring, press release distribution, and stakeholder communication can help manage the narrative and ensure that accurate information is being disseminated.
10. Reflective Practice
Finally, the aftermath of the “Miracle on the Hudson” involved reflective practice, with Sullenberger and aviation authorities examining what happened and why to improve safety protocols. PIOs should also adopt a reflective approach, analyzing their handling of a crisis to refine their strategies and approaches for the future.
The “Miracle on the Hudson” is more than a story of averted disaster; it is a lesson in effective crisis management and communication. Sully Sullenberger’s leadership, decision-making, and communication serve as a model for Public Information Officers across fields. By embracing clear communication, preparation, leadership, emotional intelligence, transparency, media relations,