Honestly, I think of some solutions for United Airlines after the infamous dragging incident:
1. They should comprehensively review all policies to ensure a great commitment to their customers. With the new policy, United Airlines mustn't be allowed crew members to displace the passengers in the overbooked flights. From there, the airline must place an internal focus on empowering employees to use good judgment and common sense in the application of policies.
2. United Airlines Chief Executive has failed to responded to the outside world, which resulted in an angry online storming. United Airlines has lost a plethora amount of customers, so they need to win back the customers' heart with two options: the one who are still loyal to the brand, and the one who claimed that they would never return for the next flight. Both target customers require a distinct approach, yet they are long-term strategies that can only be rebuilt over time.
3. These are some past examples of companies successfully navigating the Public Relations. For instance, the Texaco's Racial Discrimination Lawsuit (1994) agreed to settle $176 million to six African American Texaco employees by issuing a public apology and a in-person apology tour in which company executives express their embarrassment to employees sincerely.
In my humble opinion, this is a hyperbolic reaction of the customers as the customers have a very short attention span. There is still a high chance that the United Airlines can bounce back and gain back its reputation.
You can read the full article of the incident here