The CEO could have turned this disaster into a
PR success:
"I was shocked and quite frankly horrified when I saw the way our passenger was treated in the video. This does not represent United Airlines or the values we hold dear. I will be personally reaching out to Dr. Dao to take whatever measures are required to make this right, and on behalf of United I want to apologize to both Dr. Dao and all of our customers, especially those on the flight in question. With immediate effect I have instructed our staff to put the following measures in place....<insert measures where passengers are more important than deadheading staff>".
Instead the maroon made it 10 times worse.