United CEO Scott Kirby Speaks at Medill

Why It Matters

Kirby’s remarks signal that United sees sustained investment in communications and internal culture as strategic levers for resilience and growth—important for investors and competitors as airlines navigate thin margins and operational scrutiny.

Summary

United Airlines CEO Scott Kirby told a Medill audience that storytelling and communications are not optional add-ons but foundational to building a strong company and brand. He argued against treating communications as an ROI line item, saying consistent, broad investments in brand and employee engagement enable better customer loyalty and long-term financial performance. A self-described ‘math guy,’ Kirby emphasized that his priority is creating an airline employees are proud of, because engaged employees deliver superior customer experiences. The session, moderated by Dean Charles Whitaker, framed communications as both an art and operational imperative for leaders.

Original Description

United CEO Scott Kirby sat down with Dean Charles Whitaker to explore why the best CEOs are also master storytellers - and what that means for the next generation of leaders in business, journalism and communications.