Heathrow airport shutdown: A blow to its reputation

The power outage at Heathrow Airport on March 21, 2025, was a significant crisis that tested the airport’s infrastructure, operations, and communication strategies. The incident disrupted over 200,000 passengers and resulted in the cancellation of more than 1,350 flights, leaving the airport and its PR team scrambling to manage the situation. While Heathrow’s communication efforts were substantial, the CEO’s handling of the crisis, particularly in the early stages, attracted significant criticism and shed light on the vital role of leadership in crisis management.

In the initial hours after the power outage, Heathrow’s CEO, Thomas Woldbye, reportedly delegated the decision to close the airport to lower-level officials and, as some reports suggested, "went back to bed." This lack of immediate, visible leadership during the early stages of the crisis drew public and media criticism, highlighting the need for swift action from top leadership in moments of disruption. As a result, the PR team had to work hard to fill the communication gap, managing media inquiries and public expectations without the CEO’s direct involvement.

Once Woldbye became more engaged, he defended Heathrow’s response, describing the situation as “unprecedented.” He explained that while the airport had backup power systems in place, they were not designed to power the entire airport, which operates on the scale of a small city. While this transparency was necessary, it also exposed the airport’s vulnerabilities, particularly its reliance on one power substation. Woldbye’s explanation that switching to other substations “takes time” was an essential part of the communication strategy. Still, it highlighted a key issue: the airport’s preparedness for such a scenario.

The PR team at Heathrow had to adjust their strategy quickly in response to the mounting criticism. They focused on providing clear, consistent updates through social media platforms like Twitter and Instagram and issuing regular press releases. However, the airport’s initial lack of leadership in addressing the crisis impacted how the public received these messages. The absence of a clear, authoritative voice from Woldbye early on allowed frustration to grow among passengers, further fuelling negative sentiment.

A key lesson from this crisis is the importance of strategic communication during the aftermath of a major incident. While Heathrow’s PR team made efforts to provide real-time updates and manage passenger concerns, the CEO’s early detachment created a gap in leadership that was hard to close. In crisis communication, leadership needs to be visible and proactive. PR efforts are most effective when backed by decisive leadership that takes ownership of the situation from the outset.

Woldbye’s subsequent actions to defend the airport’s preparedness and response showed a more active role in managing the fallout, but the early lack of direction created challenges for both the PR team and the organisation’s reputation. His upcoming appearance before the UK Parliament to answer questions about the incident presents an opportunity to further clarify Heathrow’s response and outline steps to prevent future incidents.

Ultimately, the Heathrow crisis highlights the need for a coordinated approach to crisis communication, with leadership playing a pivotal role. A well-executed PR strategy, led by engaged and decisive executives, can make a significant difference in managing both the immediate aftermath and long-term reputation recovery. Crisis communication must focus on addressing the issue at hand, rebuilding trust, and demonstrating accountability, ensuring that strategic communication becomes an integral part of crisis management.