When the Twitterverse turns on you sympathize and rebuild a customer-oriented company image Yu zhao,15307110321 Canadian Jet, an airline company, faced public relationship(Pr)crisis regarding cancellations, delays and crew strike six months ago. To save its public image Canadian Jet launched a Twitter contest: people who posted the most creative tweet under hashtag CanJetluxury would win two round-trip tickets within the companys destinations. However, the tweet contest has gone bad since people were starting to post negative opinions targeting the company. The company's CEO Jenny Schneider, head of public relations Charlene, Charlene's director of social media Tim Powell, and account manager from the company's PR firm Andrea Kemp were having a meeting to resolve this issue Different parties proposed diverse solutions. Tim suggested using a new hashtag to draw attention from the old one. This proposal was used by McDonald and was proven a success. Charlene offered advice on ending the campaign altogether However, JP Morgan had used the same strategy and failed. Tim reminded the rest that they could apologize on twitter like they did three years ago. The method was a great success when customers were inpatient due to delay; but in this case, there was nothing to apologize for. Andrea with her Pr insights and previous experience, on the other hand, thought that this was hardly a crisis. The media was stepping in. This issue required an immediate decision from the company: what would be the next move of Canadian Jet regarding the twitter campaign Analysis The case can be inspected from an"external internal perspective. The advent of new media has brought new challenges that should be considered in a PR crisis Therefore, an overall analysis of the whole" Twitter"atmosphere is crucial for laying groundwork for further analysis. After analyzing the medium, Canadian Jets current and ideal public image will be examined to work out a feasible solution for rebuilding1 When the Twitterverse turns on you: sympathize and rebuild a customer-oriented company image Yu Zhao, 15307110321 Canadian Jet, an airline company, faced public relationship (PR) crisis regarding cancellations, delays and crew strike six months ago. To save its public image, Canadian Jet launched a Twitter contest: people who posted the most creative tweet under hashtag #CanJetLuxury would win two round-trip tickets within the company’s destinations. However, the tweet contest has gone bad since people were starting to post negative opinions targeting the company. The company’s CEO Jenny Schneider, head of public relations Charlene, Charlene's director of social media Tim Powell, and account manager from the company’s PR firm Andrea Kemp were having a meeting to resolve this issue. Different parties proposed diverse solutions. Tim suggested using a new hashtag to draw attention from the old one. This proposal was used by McDonald' and was proven a success. Charlene offered advice on ending the campaign altogether. However, JP Morgan had used the same strategy and failed. Tim reminded the rest that they could apologize on Twitter like they did three years ago. The method was a great success when customers were inpatient due to delay; but in this case, there was nothing to apologize for. Andrea with her PR insights and previous experience, on the other hand, thought that this was hardly a crisis. The media was stepping in. This issue required an immediate decision from the company: what would be the next move of Canadian Jet regarding the Twitter campaign. Analysis The case can be inspected from an “external – internal” perspective. The advent of new media has brought new challenges that should be considered in a PR crisis. Therefore, an overall analysis of the whole “Twitter” atmosphere is crucial for laying groundwork for further analysis. After analyzing the medium, Canadian Jet’s current and ideal public image will be examined to work out a feasible solution for rebuilding