Rick Bryant NASAO Sept. 13, Airport Public Relations
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1 Rick Bryant NASAO Sept. 13, 2010 Airport Public Relations
2 Aviation Industry Outlook Operations Down Fuel Sales Down Enplanements Down Layoffs Congressional Funding? Public Perception?
3 PR Campaigns Seek to Restore GA Image
4 Three Key Areas for Community Airport Public Relations Promotional Events Information Campaigns Crisis Communications
5 Public Relations at Your Airport Your Objectives: Build Support for Your Airport Increase Awareness for Your Airport Generate the Buzz for Business Opportunities
6 Building a PR Foundation at Your Airport The Basic Playbook: Who s the spokesperson for the Airport? Is the spokesperson aviation-versed? Does a review process exist to distribute information? Alignment/Structure must be established.
7 Creating a PR Toolbox Create a 30-sec. Airport Commercial that you deliver. Keep a current fact sheet about your airport. Do you have a Business Card? Has your Airport created a logo or identity element? Do you have an Airport Brochure? It s the 21 st Century got Web site, Facebook or Twitter? Review, Refine and Rehearse Constantly...
8 Learn the Media Mix in Your Community The Media s Mantra is: Be first with the story and we ll clean up the facts later. Know the media outlets in your community and region: Newspaper (Daily or Weekly) Radio TV Station Cable Also be aware of 21 st Century Technology: Internet, Facebook, Twitter, Camera Phones
9 Preparing for the Media Help The Local Media Do Their Job, and They ll Help You When The Time Arises. Learn their names and how to contact them. Know their deadlines. Learn how to send media releases to them. Always have your 24-hour cell phone number on all PR materials.
10 Promotional Events Public Relations Airport Anniversaries Ribbon-Cutting Events Air Shows Connecting the Public with your Airport
11 Promotional Strategy Elements that go into a successful promotion: Desired Goal / Outcome Budget Organizational team Project Timeline Community Partners Building the Buzz Event Day Staffing After Event Evaluation
12 Information Awareness Campaigns Airport Projects Bring Awareness. Make Sure Your Campaign Results in Positive Awareness. Airport Expansion runway, apron, land acq., etc. New Services Flight training, Fuel Services, T-Hangars Business Development / Employment Opportunities Community Policy Issues land planning, wildlife or environmental concerns
13 Keep the Stakeholders Involved Identify Your Key Stakeholders: Airport Neighbors Community Residents Government: Local, County, State and Federal The Aviation Community
14 Awareness Campaign Strategies Successful Communication to Educate Key Stakeholder Groups May Rest With These Activities: Conduct Town Meetings Rubber Chicken Circuit Presentation to Elected Bodies Distribution of Fact Sheet / Position Papers Evaluate responses to key message and adjust as necessary Efforts should avoid creating an emotional appeal or response. Be like Joe Friday Just the facts, ma am Review, Refine and Rehearse Constantly...
15 Crisis Communication You NEVER want to be in this situation. YOU HAVE to be prepared for this situation. Advance Preparation will guide your Airport. Crisis Communication is providing accurate and timely information to educate and reassure the public during and after an unfamiliar event or emergency.
16 Crisis Communication Key Tools Have Your Spokesperson clearly identified. Keep Fact Sheet Current and Ready for Distribution. Prep community partners; conduct annual trainings. Create Message Maps: rule 3 key concepts in 27 words and spoken in 9 seconds. Review, Refine and Rehearse Constantly...
17 Message Map Stakeholder: Question/Concern Key Message/Fact 1. Key Message/Fact 2. Key Message/Fact 3. Fact 1.1 Fact 2.1 Fact 3.1 Fact 1.2 Fact 2.2 Fact 3.2 Fact 1.3 Fact 2.3 Fact 3.3
18 Message Map Stakeholder: Private Physicians and Patients Question: How do I protect myself from WNV? Key Message/Fact 1. Eliminate standing water where mosquitoes breed. Key Message/Fact 2. Protect yourself from biting mosquitoes indoors and outside. Key Message/Fact 3. Use insect repellent with no more than 30% deet. Fact 1.1 Change water often in birdbaths and pet dishes and eliminate sources of standing water, such as old tires. Fact 2.1 Fix screen doors and window screens in your home to keep mosquitoes out. Fact 3.1 Advertised products without deet have limited effectiveness. Fact 1.2 Use a larvicide such as bti in standing water that cannot be drained. Fact 2.2 Avoid being outdoors at dawn and dusk when mosquitoes are active. Fact 3.2 Use a product with a lower concentration of deet on children under 10. Fact 1.3 Stock ponds and aqua-gardens with fish that eat mosquito larvae. Fact 2.3 Outdoor mosquito traps and electronic bug zappers have little or no effects on mosquitoes Fact 3.3 Reapply as directed.
19 Message Maps 95 Percent of Response Planned in Advance Tabletop Planning Exercises. Relating to Partners and Stakeholders in Advance. Preparing Responses to Anticipated Questions/ Concerns in Advance 73 Questions Technique. Team members know their role in advance.
20 The Media
21 The Media Interview Reporters want to answer six key questions: Who, what, when, where, why and how Looking for clear, concise sound bites and quotes free of technical language and jargon. Reporters have deadlines; except for the Internet!
22 The Media Interview Preparing for an interview Ask who will do the interview. Ask what information is needed. Ask for a general idea of the questions or at least what the interviewer considers to be the most important question/topic. Ask who else will be interviewed on topic. Set an interview time, a time limit and stick to it.
23 The Media Interview Conducting the interview Deliver your key messages. Offer to get any information you don t have. Don t raise issues you don t want to explain. Don t speak for others. Don t be led off message. Hold interviewer to preset time.
24 The Media Interview After the interview Assume the microphone is always on. Don t get too comfortable with the reporter. Watch the resulting newscast or read the newspaper story to see how message was perceived. Only correct errors that affect the point of the story.
25 Evaluating Your PR Efforts Did Your Campaign Meet Goals & Objectives? Review Strategies that worked / less effective. Results against Budget. Monitor Media Coverage and the New Social Media. Have You Googled Yourself Lately? Review, Refine and Rehearse Constantly...
26 NASAO Conference Special One-Hour Telephone Consultation on your Airport s Public Relations Strategy. I ll Call YOU!!
27 Contact Me for FREE One-Hour Consultation: Rick Bryant Airport Development Group, Inc Office Cell
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