Over the course of the past four months or so, the situation unfolding at RIAC over the dissemination of anonymous letters criticizing CEO and President Iftikhar Ahmad for creating a hostile work environment has been an ongoing lesson in why corporate crisis communications is a valuable trade for any business to invest in.

And while there can be a certain degree of understanding for any company — public, quasi-public or otherwise — wanting to retain control of the narrative of a potentially caustic situation involving the reputation of their top executive and the work culture that they propagate, the actions we have seen RIAC take since these letters were released, and particularly their actions in the last few weeks, has served only to escalate the entire saga from what could have been a blip on the airport’s radar into a legitimate engagement driver for news outlets all over the state, and even the nation.

When the letters were first sent to us back in June — along with other media, a slew of politicians, airline executives, and others — we provided ample opportunity for RIAC and for Mr. Ahmad to provide their interpretation of the claims, and respond. Rather than take us up on that opportunity to provide a clear rebuttal to the claims made, or simply brag about the airport’s increasing reputation as a way to let their success speak for Mr. Ahmad’s performance itself, they chose to do the one thing that any crisis communications expert would advise against.

They said nothing.

And then they continued to say nothing. For months.

The silence, in response to claims that we and others found actionable enough to follow up on, conduct interviews on the record, and get corroboration for — claims that apparently were sufficient enough to cause actual, financial damage for which Ahmad has now hired lawyers, at an unknown expense, to litigate — was worse for their own brand than merely providing a bland response to the initial criticisms ever could have been.

Now, RIAC has initiated a witch hunt for the author or authors of the letters, rather than do any soul searching to assess if there is any legitimacy to any of the claims held within them. They have turned the narrative against the union workers who they rely upon to perform the jobs that keep the airport operational, without actual proof (at least any made public, that is) that the letters were generated from that group.

What will happen if they find the letters were indeed written by an active employee? Will they be immediately named, and terminated for it? Wouldn’t that simply add fuel to this fire, and create more media attention?

Ahmad said at the recent press conference that the letters were indicative that people were unhappy with the changes he has been trying to institute at the airport since becoming its head executive. That very well may be true. But considering how this crisis has been handled, RIAC might want to consider some changes to how it reacts to these types of situations in the future.