United Committed ‘Brand Genocide’ With Passenger’s Removal, Says Crisis PR Expert Eric Schiffer, CEO of ReputationManagementConsultants.com, told TheWrap that United’s new gaffe is even worse than its last PR mess, in which it barred female travelers for wearing leggings. At United, their CEO is clearly clueless about dealing with the public and the customers, and they are embarking on brand genocide with a brand that was trusted and loved that is now causing people to generate stress hormones when they hear the name, Schiffer said. Journalist Condemns United’s Removal of Asian Passenger as an ‘Act of Racial Violence’ Video of the now-infamous removal shows security agents dragging a screaming passenger from his seat as other passengers look on in shock. The Chicago Department of Aviation said an officer had been placed on leave and that the dragging “was not in accordance with our standard operating procedure.” After our team looked for volunteers, one customer refused to leave the aircraft voluntarily and law enforcement was asked to come to the gate, the statement read. “I think their CEO learned public relations from the Nazi party,” added Schiffer. I think you will see an effect on sales for people that are disgusted by both the action and the Nazi party-like PR responses, and it’s catastrophic for a brand’s trust. While Schiffer believes the CEO should step down or have the board condemn his management, Michael Bilello, founder and practitioner at Centurion Strategies, believes it’s important to put a clear plan in place for internal and external review and put together a solid social media campaign that is more human and empathetic than their canned responses they have been firing off against outraged people on social media.