Getting Comms Right

In the airport industry, public relations can be dismissed as a ‘nice to have’. But if the answer is yes to any of these questions, it’s time to think about ramping up your PR.

• Do you need to stand out from your competitors? o Competition is fierce in the airport industry, and it can be difficult to look like the best choice in a crowded market where the differences between suppliers is sometimes not obvious. News campaigns around new product launches or business successes demonstrate why you’re better than the rest.

• Do potential customers struggle to understand what you can offer? o Tell them, and tell them again. Then tell them again. Ours is a complicated industry, and sometimes potential clients need to be educated before you can start to persuade them to buy. If these customers have read about your offer, they’re more likely to have a better understanding.

• Do you want to be taken seriously? o People buy from people they respect. You and your team are experts in your field, but do your potential customers know that? Establishing yourselves as thought leaders means that when it comes to making a sale, these customers already appreciate that they’re dealing with someone they can trust to give them sound advice. Appearing in quality editorial features adds gravitas to your team.

• Do you want to be recognised? o The saying that ‘nobody got sacked for buying IBM’ remains true. A well-known brand will always sell better than the name no one recognises. Being a recognised label can also help command a premium price. PR is one of the most effective ways to turn your company into a household name.

• Do you want to be trusted? o Being known is great – being trusted is even better. While content on your ‘owned’ media channels such as your social media will generate valuable buzz around your business, ‘earned’ media coverage from a respected trade publication adds kudos that can only come from third party endorsement.

• Are you unsure what you’ll do if it hits the fan? o We work in a highly regulated and well governed industry and compared to many sectors, accidents are rare. However, obviously the consequences of mishaps at an airport have the potential to be very serious. This means that having a plan for a crisis is essential.