Guidebook for Managing Small Airports - Second Edition (2019) / Chapter Skim
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Pages 240-256
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From page 240... ...
Stakeholder: A person, group or organization that has interests or concerns in the airport and can affect or be affected by the airport's actions, objectives and policies; examples are employees, tenants, first responders and airport traffic control tower personnel. C H A P T E R 6 Communication -- Promoting the Airport and Connecting with the Community
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From page 241... ...
Airports must understand each stakeholder group and form partnerships with each group. Issues that may require building stakeholder relationships include customer service, airport development, airport operations, construction projects affecting stakeholders, airport master planning or strategic business planning, economic development goals, environmental impacts and changes to airport leases or standards.
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From page 242... ...
Resources/Tools In addition to ACRP Synthesis 65, several other resources discuss techniques and practices for stakeholder engagement and community relations when dealing with specific issues: • Airport development -- capacity: ACRP Report 85: Developing and Maintaining Support for Your Airport Capacity Project, Chapter 4: Building and Maintaining Support with Stakeholders, provides strategies for working with various stakeholders, including supporters, opponents and bystanders. • Environmental concerns -- aircraft noise: ACRP Report 15: Aircraft Noise: A Toolkit for Managing Community Expectations provides guidance on how to improve communications with the public about issues related to aircraft noise exposure.
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From page 243... ...
• Engaging elected officials: National Business Aviation Association's Member Guide for Building a Relationship with Your Elected Officials is a guide that provides information on how to make a visit with elected officials a success, including a meeting checklist. • Airport advocacy: National Business Aviation Association's Airport Advocate Guide provides the basic information you should be familiar with when advocating for your airport, such as how to quantify airport value and how to build relationships, and includes checklists for community-wide outreach and local area outreach.
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From page 244... ...
Finding out what clients think of your facility will guide you in the way you interact with them to enhance or change their perceptions. ACRP Report 28: Marketing Guidebook for Small Airports notes that an airport brand encompasses airport values and attitude about customer service, benefits and features of your airport and qualities that are associated with your airport.
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From page 245... ...
ACRP Report 28: Marketing Guidebook for Small Airports is an excellent resource for airports on how to develop an airport-specific marketing plan. A marketing plan should be updated regularly to reflect achievements and changes to the action plan.
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Part 2 of ACRP Report 28 details the seven steps to prepare and implement a marketing plan, which are summarized in Figure 16. It also provides examples of goals, objectives and actions for an airport to consider when developing marketing plans for GA airports and small commercial service airports as well as case studies that highlight successful airport marketing plans.
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From page 247... ...
• ACRP Report 28, Chapter 14: Case Studies, provides detailed case studies of three airports that have implemented successful marketing plans. • The AAAE's "A Focused Marketing Plan for General Aviation Airports" is a white paper that contains useful information on marketing for airports, including how to conduct an inventory of your airport and how to develop marketing plans.
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From page 248... ...
ACRP Report 28 divides marketing tools into three categories: public relations, advertising and networking. Figure 17 shows the various communication and marketing tools that can be considered.
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From page 249... ...
Figure 18 shows the components of an airport media relations Source: Adapted from ACRP Report 28:Marketing Guidebook for Small Airports, 2010 Public Relations (free publicity) • Earned media • Press kit • Press releases • Articles/stories • Interviews • Public service announcements • Public speaking • Events • Air shows • Open houses • Educational programs • Promotions • Contests/drawings • Giveaways • Free amenities • Reduced rates and charges • Sponsorship and volunteering • Sponsoring students/interns • Support nonprofit events • Board participation • Volunteering in community • Other print communiciations • Customer satisfaction surveys • Economic impact studies • Newsletters • White papers • Testimonials Advertising (paid publicity)
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From page 250... ...
250 Guidebook for Managing Small Airports plan. It is an advantage for an airport operator to establish a relationship with the local media, in addition to providing news to the media outlets.
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Communication -- Promoting the Airport and Connecting with the Community 251 6.5 Economic Impact Key Insights The economic contribution of an airport is typically measured in terms of jobs, payroll and output. There are a variety of acceptable models and methodologies that can be used to calculate economic benefit, and no standard way to compute it.
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From page 252... ...
Effectively communicating an airport's economic role can be a powerful way of transforming discussions to focus on the "upsides" of aviation and the ways in which airport development can be coordinated with other economic development efforts. ACRP Report 132: The Role of U.S.
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From page 253... ...
Communication -- Promoting the Airport and Connecting with the Community 253 Knowing Your Users Airports benefit from managers and staff working with their tenants and users to understand, describe and communicate the value of an airport and its contribution to the surrounding economy. Outreach to an airport's core constituency can help build a narrative around the economic role of the airport while establishing a channel for two-way communications, enabling users to offer their perspectives.
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From page 254... ...
ACRP Report 170: Guidebook for Preparing Public Notification Programs at Airports identifies practices to implement emergency and routine public notifications. The objective of crisis communications is to mitigate potential reputational damage by providing credible, accurate information about an unfolding crisis as rapidly as possible and to demonstrate that the organization is responding in a professional, planned and appropriate manner.
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From page 255... ...
Key resources for airports to use when developing a crisis communication plan include the following: • ACRP Synthesis 73: Emergency Communications Planning for Airports • ACRP Report 12: An Airport Guide for Regional Emergency Planning for CBRNE Events • The International Air Transport Association (IATA) 's Crisis Communications and Social Media: A Best Practice Guide to Communicating in an Emergency The IATA document and ACRP Synthesis 73 include sample crisis statements, forms and case studies for use when developing your plan.
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From page 256... ...
that were developed in conjunction with the guide are designed to assist airports with developing their family assistance programs and preparing airport personnel to support family assistance activations. Templates for developing and conducting airport exercises are included in Appendix 5 of ACRP Report 171.
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