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A crisis needs to be communicated and managed. A chief executive officer is a very important key player in this incident. Otherwise, negative corporate image and reputation can be the expected result. The target of this study was to comparatively study CEO response, both verbal and nonverbal communication in the cases of Malaysia Airlines MH370 and AirAsia QZ8501. The clips of the press conferences right after the missing of the MH370 and the QZ8501 were transcribed and analysed. The findings revealed that verbal cues, i.e. content treatment and delivery and lexicon used by the QZ8501 CEO presented his feeling of extreme and sincere worry, sadness, and pain rather than the ones expressed by the MH370 counterpart. And, these spoken communications were confirmed by the nonverbal cues. This study contributes to CEOs and public relations professionals for employer and employee branding. Otherwise, failure in corporate image and reputation can be the result.
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