Ideal (solution here!) Overwhelmingly · Canadian jet is a Ima positive tweets posted trustworthy airline online company Negative reviews does Canadian Jet cares not gc customer experience · Canadian Jet Solution a four ed as a framework for the solut ions: issue management, planning-prevention, crisis and post-crisis. However, the solutions presented here focus mainly on crisis and post-crisis stages Trust should be built in the crisis stage. Sympathy to customers has proven to be a desirable way to solidify reputation, and one way to address sympathy is to post audio and video on the social media. For example, Canadian Jet could post a video with employees wearing"sorry, we are not perfect"shirts addressing customers concern about delays. This helps in replicating past success. However, a mere apology could not be enough, action must be seen taken. Therefore, in this video, several employees wearing" we are working on it! " shirts could set the scene that Canadian Jet listens to and responses to its customers. When innovation and experience combine, Canadian Jet could rebuild its ideal image of a sincere and trustworthy company. Besides, speed is the key element in PR crisis on Twitter, therefore, Canadian Jet should be responding fast In the post-crisis stage, the goal for Canadian Jet is to ensure that this PR crisi would not recur, and to strengthen the image of a customer-oriented company. One way to ensure this does not happen is to monitor the crisis, to build a feedback 3 Alfonso based techn Contingent4 Ideal Image (solution here!)  Overwhelmingly positive tweets posted online  Negative reviews does not get attention  Canadian Jet is a trustworthy airline company  Canadian Jet cares about customer experience  Canadian Jet is a first-choice company Solution A four-stage PR model is used as a framework for the solutions: issue management, planning-prevention, crisis and post-crisis3 . However, the solutions presented here focus mainly on crisis and post-crisis stages. Trust should be built in the crisis stage. Sympathy to customers has proven to be a desirable way to solidify reputation, and one way to address sympathy is to post audio and video on the social media. For example, Canadian Jet could post a video with employees wearing “sorry, we are not perfect” shirts addressing customers’ concern about delays. This helps in replicating past success. However, a mere apology could not be enough, action must be seen taken. Therefore, in this video, several employees wearing “we are working on it!” shirts could set the scene that Canadian Jet listens to and responses to its customers. When innovation and experience combine, Canadian Jet could rebuild its ideal image of a sincere and trustworthy company. Besides, speed is the key element in PR crisis on Twitter, therefore, Canadian Jet should be responding fast. In the post-crisis stage, the goal for Canadian Jet is to ensure that this PR crisis would not recur, and to strengthen the image of a customer-oriented company. One way to ensure this does not happen is to monitor the crisis, to build a feedback 3 Alfonso, González‐Herrero, and Smith Suzanne. "Crisis communications management on the web: how internet‐ based technologies are changing the way public relations professionals handle business crises." Journal of Contingencies and Crisis Management 16.3 (2008): 143-153