havior and attitude to deduct a relationship between what they do and"what the customers think,. In this way, Canadian Jet could use its expected customer behavior in ideal and the inferred relationship to guide their next step What their customers think"might be reflected in the tweets. Currently, the Twitter campaign has received a mixture of positive and negative tweets with the majority being positive. This might be credited to its past strategies of wearing"We are sorry" shirts when flights were delayed or cancelled(see Table 1). Mostly smooth flight also gave raise to its good reputation as well. It could be inferred that apology. sympathy and service quality all contribute to a solid reputation. Customers are not passive or ignorant; they want their needs being met and their dissatisfaction being noticed. Schultz and colleagues identified that both apology and sympathy led to higher corporate reputation and produced less harmful secondary crisis communication. On the other hand, customer behavior of posting negative tweets is a recurrence of past PR crisis(see Table 1). This could be avoided if the massive delay and cancellations were handled in a delicate way. all past experience indicate that if Canadian Jet is to restore a trustworthy, customer-oriented image, it should be sincere, with empathy, and it should apologize when necessary and calm down irritated customers in the past crisis Table l Analysis of Canadian Jet public image Corporate Behavior Customer behavior Customer attitude Current Wearing clothes with Mostly positive tweets Mixture of positive printed“ We are with a few negative negative sorry on it when pinions about Bloggers(customers Canadian jet Delay and cancellation from other medium)are of the flights due to ngine satety concerns 2 Schultz, Friederike, Sonja Utz, and Anja Goritz"Is the medium the message? Perceptions of and reactions to crisis communication via twitter, blogs and traditional media." Public relations review 37.1(2011): 20-273 behavior and attitude to deduct a relationship between “what they do” and “what their customers think”. In this way, Canadian Jet could use its expected customer behavior in ideal and the inferred relationship to guide their next step. “What their customers think” might be reflected in the tweets. Currently, the Twitter campaign has received a mixture of positive and negative tweets with the majority being positive. This might be credited to its past strategies of wearing “We are sorry” shirts when flights were delayed or cancelled (see Table 1). Mostly smooth flight also gave raise to its good reputation as well. It could be inferred that apology, sympathy and service quality all contribute to a solid reputation. Customers are not passive or ignorant; they want their needs being met and their dissatisfaction being noticed. Schultz and colleagues identified that both apology and sympathy led to higher corporate reputation and produced less harmful secondary crisis communication2 . On the other hand, customer behavior of posting negative tweets is a recurrence of past PR crisis (see Table 1). This could be avoided if the massive delays and cancellations were handled in a delicate way. All past experience indicate that if Canadian Jet is to restore a trustworthy, customer-oriented image, it should be sincere, with empathy, and it should apologize when necessary and calm down irritated customers in the past crisis. Table1 Analysis of Canadian Jet public image Corporate Behavior Customer Behavior Customer Attitude Current Image  Wearing clothes with printed “We are sorry!” on it when flights are delayed  Delay and cancellation of the flights due to engine safety concerns  Mostly positive tweets with a few negative ones  Bloggers (customers from other medium) are stepping in  Mixture of positive and negative opinions about Canadian Jet 2 Schultz, Friederike, Sonja Utz, and Anja Göritz. "Is the medium the message? Perceptions of and reactions to crisis communication via twitter, blogs and traditional media." Public relations review 37.1 (2011): 20-27