Boeing: Reacting Is a Poor Substitute for Having a Strategy

CommPRO Global, Inc.  |

Joshua Kroon, Vice President, LEVICK

In an ideal company, the board generates a vision for the future, and the CEO executes that vision. Boeing  (BA), however, seems to be lacking in vision, which puts CEO Dennis Muilenburg in an awkward position.

In the wake of the Flight 302 crash in Ethiopia, Muilenburg has tried to pivot the company towards a more humanistic approach, posting more videos and pictures of himself inspecting the planes and speaking with employees. When the Boeing Twitter account posted an ill-advised tweet about first-quarter results, Muilenburg attempted to help the company save face by steering the conversation towards quality and performance. In recent media appearances, he has appeared remorseful and humbled.

Muilenburg’s on an island – like the little Dutch boy and the dike, he has been left to plug up the holes as they appear. He’s been tasked with executing a vision that doesn’t exist. Trying to do the right thing isn’t enough; you need a plan.

Now, Boeing is apologizing because they got caught. By attempting to take control of the narrative so late, they’ve put themselves in an awkward position. Apologizing under duress does not make for an authentic apology.

At this point, Boeing needs to start pursuing a comms strategy that demonstrates the actions the company is taking to solve the problem. Muilenburg has frequently stated that Boeing “owns” the problem and that actions are being undertaken, but people need to see action.

Recently, news has come out that there are potentially four whistleblowers from within the company. Whistleblowers don’t tend to come forward unless something egregious has happened or unless they’ve been forced to come forward in such a manner due to a lack of proper internal channels. Either way, the news is bad for Boeing, and yet, Boeing needs to embrace them. Boeing needs to not interfere, trust the process, be transparent and let this situation run its course. If there are real issues here, Boeing needs to prove its commitment to the ideals of which it has spoken by dealing with the concerns of the whistleblowers honestly and transparently. By embracing the whistleblowers, Boeing has an opportunity to regain some of its authenticity and set itself on the right path moving forward.

America loves a comeback story. There’s something about a hero being beaten down and then rising again that appeals to the spirit of the American people. To make such a comeback happen, Boeing needs to develop a comprehensive vision, one to which its CEO can fully commit. As a company, Boeing is an American icon – it has a chance to become one of the greatest comebacks in our country’s history.

Joshua KroonAbout the Author: Joshua Kroon is a seasoned strategic communications professional with LEVICK Strategic Communications, headquartered in Washington, D.C. His work as a strategist and counselor has touched numerous issue areas, most notably government relations, international relations, defense, technology, and finance. He specializes in developing strategies that help advance efforts to catalyze broad impact through the sharing of effective ideas and practices.

DISCLOSURE: The views and opinions expressed in this article are those of the authors, and do not represent the views of Readers should not consider statements made by the author as formal recommendations and should consult their financial advisor before making any investment decisions. To read our full disclosure, please go to:


Symbol Name Price Change % Volume
BA The Boeing Company 354.90 4.35 1.24 5,387,544 Trade



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