Module 4 (Part 1)

Question 1

What are the three different positions that an airport should staff relating to public relations?

Answer 1

Airport Marketing; Public Information Officer (community relations); Air Service Development

Question 2

County/City Appointed Airport Executives

Answer 2

Representatives of different political organizations & structures; position is tied to political success of elected officials

Question 3

What advantages does an Authority Airport Executive have over a county/city appointed executive?

Answer 3

High job security and freedom; insulated from election cycle risk; should maintain good relationship with authority supervisor

Question 4

How can a county/city appointed airport executive decrease their risk?

Answer 4

Remain independent or at least keep political affiliation private; understand the authority of elected officials and ensure healthy communication; be aware that you don’t just represent yourself

Question 5

What focus should an airport executive have regarding citizen participation?

Answer 5

Public input is important, but understanding the citizen’s needs and keeping them informed should be the goal

Question 6

What purchasing limits and term agreements does the airport authority executive typically have without needing authority approval?

Answer 6

Typically $50,000-$100,000 purchasing limit and 1-5 year term agreements

Question 7

Who typically does the marketing for airport tenants?

Answer 7

The airport tenant

Question 8

Marketing MIx

Answer 8

Identification of which medium and elements of information customers will find appealing

Question 9

What are some common methods of advertising?

Answer 9

Print Media; Broadcast; Online; Direct Mail; Seminars and Trade Shows; Publicity

Question 10

Print Media Options

Answer 10

Magazines; Newspapers; Industry or trade journals

Question 11

Online Advertising

Answer 11

Web sites; Online ads/banners, Pop-ups; Email; Social Media; Blogs; Podcasts

Question 12

What should be included on websites?

Answer 12

Runways, businesses, airport info for pilots, local data (hotels, attractions, restaurants), and tenant information

Question 13

What are some things to consider with Twitter?

Answer 13

Send out news, info on projects, or emergency information; Monitor passenger issues and concerns in real time; and watch for fake accounts

Question 14

What is Air Service Development (ASD)?

Answer 14

Selling your community to the airlines for them to begin offering service, usually involves local demographics and economic information

Question 15

What are the effects of route deficiencies?

Answer 15

Higher airfares, leakage (measure of when passengers choose to fly from somewhere else), and reverse leakage (measure of pax gained when they could have gone to a different airport)

Question 16

How do air carriers select airports?

Answer 16

Route planners assess market size and forecast demand. Demand is measured in how many people fly from the market and what customers are willing to pay.

Question 17

Small Community Air Service Development Program (SCASDP)

Answer 17

Studies that measure air service deficiencies, traffic loss or diversion to other communities; ASD staffing; PR agencies; financial incentives. Maximum of 40 grants a year/ 4 per state

Question 18

Best practices for ASD

Answer 18

Assessment or period review; determine how passenger arrive at their destination; type of aircraft; geographic reach of the airport’s services (catchment)

Question 19

International ASD

Answer 19

Intentional customers stay longer and come on bigger jets; must have adequate space and areas for international travel (biggest concern is customs processing space)

Question 20

Techniques for ASD

Answer 20

Minimum revenue guarantees is used by half of small and non-hub airports; Travel Banks (business travelers pay cash-up front); or hiring an ASD consultant

Question 21

Techniques for selling to an airline

Answer 21

Have detailed origin and destination information; airport infrastructure and incentives were the highest priority for airlines; detailed route forecast (critical)

Question 22

Categories of Crisis - Sudden Emergencies:

Answer 22

Natural disasters or airplane accidents

Question 23

Categories of Crisis - Creeping Crises

Answer 23

Employee lawsuits or regulatory violations

Question 24

Categories of Crisis - Predictable Crises

Answer 24

Union strikes or community protests

Question 25

Categories of Crisis - Crises by Improper Decisiosn

Answer 25

Occurs when complexity of a situation is not understood. Lack of training or medical condition leads to poor decision making

Question 26

Categories of Crisis - Cybercrims

Answer 26

Attacks by bloggers/upset customers, shut down of email/IT systemts

Question 27

Crisis Communication Plan

Answer 27

Includes key personnel and what to do should an event take place

Question 28

Airport Spokesperson

Answer 28

Should not be a director, or elected official, direct all media inquires to the spokesperson; should have operations knowledge and an appropriate demeanour

Question 29

National Incident Management System (NIMS)

Answer 29

Federal government system that is a wide ranging, national approach to incident management of many types of potential hazards

Question 30

Joint Info Center (JIC)

Answer 30

Central location to perform all PR functions; focal point for the coordination and timely release of info

Question 31

Who are the 5 audiences to be informed during a crisis?

Answer 31

Airport Personnel; Elected and Appointed Official; Regulatory Officials (NTSB, FAA); Media; Public

Question 32

What are the Ten C’s of Crisis Communications

Answer 32

Cooperative; Control; Care/Concern; Competence; Credible; Consistent; Clear; Concise; Current; Calm

Question 33

What are the three primary messages to convey during incident crisis communication?

Answer 33

Airport acted responsibly; airport is concerned; airport has a plan in place and is following that plan

Question 34

Really Simple Syndication (RSS) Feed

Answer 34

Aggregates all information found online about the airport