Weber Shandwick Worldwide

According to PR Week magazine, “immediately” after the attacks on this day, Tim Doke, the vice president for corporate communications for American Airlines, calls Ken Luce, who is the president of the Southwest offices of public relations firm Weber Shandwick Worldwide (WSW). In response, WSW sends more than 20 people to American Airlines’ headquarters in Fort Worth, and to airports around the US. Thus, “While American couldn’t answer many questions, spokespeople subtly steered reporters away from false rumors and leaked information. Employees from WSW and American’s other agency, Burson-Marsteller, served as the firm’s eyes and ears in the airports its staff couldn’t reach while planes were grounded.” [PR Week, 11/5/2001] The American Airlines operations center in Fort Worth was reportedly alerted to the emergency on Flight 11 around 8:21 a.m. (see 8:21 a.m. September 11, 2001). [9/11 Commission, 7/24/2004, pp. 5] However, according to the 9/11 Commission, it is not until 9:30 a.m. that the airline confirms that this aircraft had crashed into the World Trade Center. [9/11 Commission, 8/26/2004, pp. 16] So the exact time when Doke called Luce is unclear. The FBI has “essentially gagged” American Airlines from any meaningful communication with the media immediately following the attacks. According to Doke, though, in response to subsequent media demands about how the terrorists got through security, American will make use of a number of airline security people it had “intentionally cultivated relationships with over the years to help carry our messages and put some of the media hysteria into perspective.” [Jack O’Dwyer’s Newsletter, 12/4/2002]