Alitalia's crisis in the media – a situational analysis

The purpose of this investigation is to explore Alitalia and the Italian Government's crisis response strategies (CRSs) implemented in three specific periods of 2008 to understand Alitalia and the Italian Government's approach in communicating with media stakeholders as well as to examine how main Italian and international newspapers framed Alitalia's CRSs.

This study adopts a content analysis approach to evaluate CRSs used by Alitalia and the Italian Government in their official press releases then reported by the main Italian and international newspapers.

Both Alitalia and the Italian Government focused mostly on corrective action – however, some differences in their choice of CRSs are visible during the three periods. Alitalia provided more information on the situation through its press releases than the government, whereas the government used in a larger measure excuse strategies, especially in the later period. In terms of news coverage, the content analysis shows that the CRSs reported by the international press correspond to those in the press releases whereas the Italian newspapers preferred other frames than those offered by Alitalia and the Italian Government.

The findings confirm previous investigations on the importance of applying a context‐oriented approach in crisis communication management, but they also underline the importance of media relations management.

This study extends the body of knowledge in crisis communication management and news coverage and offers some suggestions to manage effective media relations within the Italian media system.