For those tasked with handling an airport’s communications, crisis and controversy might seem to be the only reasons their organization makes headlines.
Patrick Hogan, public affairs and marketing director for Minneapolis-St. Paul International (MSP), says he understands why.
“Sensationalism brings audiences and ad buys,” explains Hogan.
Though this is likely never to change, airports have taken a more proactive approach in guiding the narrative.
Speed Of Message
Doug Yakel was San Francisco International’s (SFO) public information officer for a little over a month when Asiana Airlines Flight 214 crashed on the airport runway in July 2013. It was his indoctrination to the speed with which news of a tragedy spreads and the diverse number of organizations involved. Though SFO was only one of many of those organizations, its voice was the first.
“Within the first few hours, you’re kind of speaking on behalf of a lot of different agencies,” says Yakel. “But as the timeline starts to expand out, everyone starts settling into their own lane as far as what they are or are not going to cover.
As director of communications at Tampa International (TPA), Janet Zink says she has been fortunate that in her time with the airport, she has not experienced such an event. But having spent years as a reporter, she still knows what to expect.
“In a crisis, the most important thing to do is get something out right away,” Zink explains. “Say, when you’re doing a press conference, give any information you know and be willing to say ‘I don’t know’ if you don’t have any answers.”
Utilizing her background, Zink will coach those at TPA on what to expect when scheduled to speak with the media.
“I’ll ask the questions as if I’m a reporter so that they’re prepared,” Zink explains.
Krista Kealey, vice president of communications and public affairs at Ottawa International (YOW), says she thinks it’s key that the airport’s voice be the most important.
“We strive to get in front of news to ensure that factual, timely information is shared with our followers, and to be the go-to space for anything that is happening at or affecting the airport,” Kealey explains.
Yakel concurs, explaining that it can take an organization some time to put out accurate information considering all of the different parties involved, especially during a crisis. He continues that it becomes a matter of making sure each party understands the information for which it is responsible.
Read the entire story in ARN’s September issue. If you do not receive ARN, click here to subscribe.
