This study focuses on how Turkish Airlines (THY) managed its communication strategy after the
unfortunate accident of TK 1951 on February 25, 2009 near Amsterdam Schiphol Airport. Evaluating the efforts
in a framework, authors set out to discuss THY’s performance in four important areas classified in eight
headings: coordination of the messages, acknowledging uncertainty and taking responsibility, reaching the
stakeholders and making use of online media tools. Hopefully, the results of this research will help THY and
other airline companies to improve and develop their immediate crisis response strategies
