United has had a very bad several weeks, in particular when Dr. Dao was dragged off United 3411 from Chicago to Louisville last week. We can talk all day about whether any regulations need to be changed, whether the airline or Chicago police are more to blame, etc.
However, there’s no denying that United’s PR approach to this situation has changed drastically. When the situation first unfolded, United responded to it horribly in more than one statement. They were completely dismissive of what occurred, and it made a bad situation even worse. Then about 48 hours later they finally issued an apology and took full responsibility for what happened.
United’s CEO, Oscar Munoz, even had an interview on Good Morning America, where he seemed to genuinely feel bad about what happened.