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There are two approaches to a consumer crisis.

1. Put your fingers in ears, close your eyes and repeat ‘la-la-la-la-la’. This is what we now call the ‘BA’ approach or ‘T5′ syndrome
2. The alternative is to actually engage with the consumers. This is the braver but ultimately much more competent approach. Look at American Airlines ‘Crisis’ blog: http://www.womma.org/blog/2008/04/a-look-at-american-airlines-crisis-blog/