HR lessons from United Airlines' PR disaster

The United Airlines debacle has landed the airline in hot water after a video emerged of a passenger being forcibly dragged off a flight as it was "too full".

In an internal email to staff, United Airlines’ CEO Oscar Munoz, initially defended employees' conduct, saying the passenger in question had been "disruptive and belligerent" and praising staff for going "above and beyond".

Following outcry, Munoz has since revised his statement, saying that the passenger was not at fault, telling ABC News: "He can't be. He was a paying passenger sitting on our seat in our aircraft and no one should be treated that way. Period."

However, has the damage already been done? Should companies back their employees unconditionally, regardless of the consequences, or do they need to be more aware?