Boeing's crisis communications between 2018 and 2024 show how a company loses control of a safety story. After 737 MAX crashes in October 2018 and March 2019 killed 346 people, Boeing replaced its CEO in December 2019, replaced him again in 2024, and agreed that July to plead guilty to a federal fraud charge. This case study sets out the dated record and what a crisis team can take from it.

What happened in the 737 MAX crashes?

Two 737 MAX crashes killed 346 people in five months and led to a worldwide grounding of the aircraft. A Lion Air MAX plunged into the Java Sea off Jakarta on October 29, 2018, and an Ethiopian Airlines MAX went down shortly after takeoff from Addis Ababa on March 10, 2019, according to the Associated Press. The Associated Press also reported that Boeing had not told pilots about the MCAS flight-control software until after the Lion Air crash, and that FAA regulators did not know much about it either.

How did Boeing communicate in 2019?

Boeing's communication in 2019 was criticized for blame, optimism and slow resets, according to AFP's reporting at the time. Three moments stand out.

  • After the Lion Air crash, CEO Dennis Muilenburg initially blamed pilots, and after the Ethiopian crash he called President Donald Trump, AFP reported in October 2019.
  • Muilenburg repeatedly predicted the MAX would return to service by dates that proved overly optimistic, AFP reported in December 2019.
  • In October 2019 the board stripped him of the chairmanship, and on December 23, 2019 it removed him as CEO. David Calhoun took over on January 13, 2020, according to the Associated Press.

Boeing also named Niel Golightly senior vice president of communications, effective January 1, 2020, as part of the reset, according to a report carried by DT Next. The MAX returned to service in late 2020 after a 20-month global grounding, according to The Points Guy.

What happened to Boeing in 2024?

In 2024 a second safety event reopened the crisis and ended with another CEO change. On January 5, 2024, a door plug blew off an Alaska Airlines 737-9 MAX shortly after takeoff, and the FAA later limited Boeing's 737 MAX production to 38 jets a month. In March 2024 Calhoun said he would step down by the end of the year. In July 2024 Boeing agreed to plead guilty to a federal fraud charge connected to the MAX and the two crashes, and on July 31 it named Kelly Ortberg CEO, effective August 8, according to the Associated Press as published by Fortune. The same report said Boeing had lost more than $25 billion since the start of 2019 and posted a $1.4 billion loss in the second quarter of 2024.

For the airline's side of the January 2024 event, see the Alaska Airlines case file in the airline PR guide.

What does the Boeing record teach crisis teams?

The record teaches five lessons, and they are this site's analysis of the reported facts, not Boeing's own account.

  1. An early statement of blame becomes part of the permanent record. The report that Boeing's CEO first blamed pilots was still being cited in October 2019, a year after the Lion Air crash.
  2. A prediction about a return to service is a promise. Each missed date cost credibility with regulators and customers, so give ranges tied to regulator decisions and not to company hopes.
  3. A leadership change works only when it changes the facts. Boeing replaced its CEO in 2019 and again in 2024, and both times the company still faced open safety and regulatory questions.
  4. A manufacturer's crisis becomes its customers' crisis. Alaska Airlines had to explain its own response while Boeing's reputation was in question, which is why Alaska grounded its fleet before being ordered to.
  5. A safety crisis returns. The 2024 door plug event revived scrutiny that had been mostly dormant since the MAX returned to service, according to the same coverage.

Where does this case sit in the crisis library?

This case is the manufacturer chapter of the airline section, which is organized in the airline PR guide. The general method is in the crisis communications pillar, and other named cases are in the crisis communications case study library and in 12 PR crisis examples. For an airline's own outage, read Delta's 2016 outage case study. For how AI engines describe aerospace companies, see The Defense and Aerospace AI Visibility Index and the defense public relations guide. Disclosure: Ronn Torossian founded 5W, which publishes the AI visibility index.

Frequently asked questions

How many people died in the 737 MAX crashes?

346 people died in the two crashes, the Lion Air crash on October 29, 2018 and the Ethiopian Airlines crash on March 10, 2019, according to the Associated Press.

When did Boeing replace Dennis Muilenburg?

Boeing removed Dennis Muilenburg as CEO on December 23, 2019, and David Calhoun took over on January 13, 2020.

Who became Boeing's CEO in 2024?

Kelly Ortberg, a former Rockwell Collins CEO, was named on July 31, 2024 and took over on August 8, replacing David Calhoun.

Published October 13, 2026. Drafted with AI assistance and checked against Associated Press, AFP, Fortune, DT Next and The Points Guy reports. The details of the guilty plea and events after July 2024 were not tracked here, so check current status before citing. This page describes the public record and is not legal advice.