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PR Crisis Example - United Breaks Guitars

While traveling on United Airlines in 2008, Dave Carroll and his band Sons of Maxwell had an expensive Taylor guitar of theirs damaged (it was witnessed being thrown by United Airlines baggage handlers in Chicago).

After nine months of internal buck passing United Airlines finally refused compensation; Carroll promised the individual - Ms Irlweg - who denied his claim that he would produce three songs and videos about his experience.

Within a week of being posted onto YouTube the first installment had been viewed over 3 million times. It quickly became a mainstream story with the help of offline publications such as USA Today, Newsweek, and The Wall Street Journal.





Now in damage control, United Airlines offers Carroll compensation - he politley refuses…