Just over a week after videos showed passenger Dr. David Dao being forcibly removed from a United Airlines Inc. flight that United initially said was overbooked, the airline giant continues to face criticism.

From customers calling for a boycott to U.S. senators pushing for answers on the practice of overbooking flights, the incident has caused outrage not just because of how United handled the situation on the airplane itself, but also how the company initially responded to bad publicity after the videos surfaced.

Aaron Alter, executive vice president, chief legal officer and corporate secretary at Hawaiian Airlines Inc. told Corporate Counsel in an interview this week that there are lessons from the United crisis. Companies, he said, need to check their policies around flight booking and moderate their own public relations responses to prevent any similar incident from “becoming such a forest fire.”