United image bruised after latest round of PR fiascos

United is struggling to repair its badly bruised public image after the death of a puppy onboard one of its flights reignited public debate about the airline's customer service failures. United faces possible action by the US Congress, as well as federal and local authorities, along with criticism from passengers after the latest in a series of public relations blunders. The most recent incident involved the death of a French bulldog, Kokito, that died last week after a United flight attendant insisted that the puppy's carrying case be stored in the plane's overhead locker during a 3-1/2-hour flight. Federal and local authorities are trying to determine if there are grounds for legal action in the dog's death, and lawmakers have introduced a bill to Congress that would direct the FAA to prohibit storing live animals in overhead compartments and establish civil fines for violations. "You can't talk your way out of a situation you behaved your way into," said Anthony D'Angelo, national chair of the Public Relations Society of America. D'Angelo pointed to United's immediate but short public apology to Kokito's owners and other customer relations mishaps, including a mixup last week that led to a Kansas family's dog being shipped to Japan, as evidence of the type of bad headlines that can lead to a reputational "death by a thousand cuts." "Unless there is a concerted and proactive effort... customers could start asking what's going on. Stockholders could. Legislators could. The board could. At some point you could see some executive changes." <br/>