Good public relationships today can mean huge traveler percentage tomorrow.
Public relations by an airport manager are “the management function that attempts to create goodwill for an organization and its products, services, or ideals with groups of people who can affect its present and future welfare. (Wells et al, 2004)” In simple terms, the relationship of the airport and the general public. The public can judge every aspect of the airport and the airport relies on the public for travelers. It is always important to establish a positive image as an airport, in the public’s eye. This task can be extremely overwhelming after all; aviation controversies will effect or touch the lives of a large number of people. Everyone has an opinion of airports because they do have such a great impact on our lives. The public presents numerous dilemmas to airport managers and it is his or her job to address these.
According to Alexander Wells, every airport has four “publics,” the external business public, the external general public, the internal business public and the internal employee public (Wells et al, 2004). These are the people that count, the people that fill the airports and formulate their opinions on the services provided. These crucial airport publics hold vital information that a manager needs to reflect on their work done. These groups of people are why managers don’t take shortcuts and make sure the job they are doing meets standards.
The primary objectives of an airport’s public relations activities are to establish themselves as dedicated to serving the public. They need to be communicating with the external public and try to establish and build goodwill. Many airports will work with the local chambers of commerce to develop brochures in efforts to interest the local community of their contributions to the public. Other methods are used such as media, announcing various developments that the public might take interest in. In addition to the efforts to create a general awareness of the airports positive attributes, the airport must deal with specific issues. (Wells et al, 2004)
The airport must answer questions pertaining to the environment. Jet pollution is a controversial issue that is going to be brought up by many people. Jets burn gallons and gallons of fuel every time their huge multiple engines start-up. These chemicals left behind fills the environment with pollution. Many will go as far as arguing the direct link to jet traffic and the ozone layer hole. As an airport manager, you must deal with the controversy that is brought up by the public as to your airports direct relations to pollution. An easy and good solution might be “tours of the airport are given to various community groups in order for them to get a better understanding of operations (Wells et al, 2004).” At the very least present your airport as sensitive to the issue and complying within your powers to limit pollution.
Jet traffic is noisy and creates a disturbance to the public. In Manchester last year “about 3,500 residents living under the airport’s flightpaths complained about eh aircraft noise (Scheerhout).” Three years prior 9,000 complaints were brought up. Manchester Airport has started a negative relationship with the public living in the area. Although jet traffic can often be inevitable, there are many steps to be taken by the airport to improve their image. As the manager of the airport he or she needs to let the public know that they are doing everything in their power to aid this problem. Perhaps the airport can work with the airlines and create stricter paths for pilots to stay on and if possible increase the altitudes the planes come in at. Although these small steps are just minimizing the problem you are showing that the airport does care about the publics needs.
Public relations might also mean dealing with local government officials. Often large airports are only accessible by one highway. Construction on highways during peek traveling times can cause massive amounts of people to uprise and complain. People will turn to the airport and question the facilities efforts to make a smooth and efficient travel for them. At that point it becomes the airports responsibility to work with the local officials to work out appropriate times of construction. This will free up the highways, people will arrive to the airport quickly and in the publics eye the experience going to that airport is worthy of returning.
Parking becomes a crucial issue because in the minds of some, it is the difference between a good trip and a bad one. Although the airport does not control all of the parking facilities available to passengers, it is important that there are plenty of spaces for everyone. This means airports must work with independent parking structures, as well as maintain their own lot. Prices should be reasonable and space plentiful. Creating an efficient system for parking can mean high approval ratings from the public.
Dealing with complaints is time consuming; why not focus on preventing negative experiences that customers might have. Employee morale is crucial to customer satisfaction. Throughout the trip to the airport a customer might interact with multiple employees, it is their attitudes that reflect on the airport. Whether they are working at McDonalds or checking ticketed passengers in, they all have an effect on the general publics perspective of what they think about the airport. Designing programs to enhance and improve employee morale will make huge improvements on customer service.
Public relations goes beyond the responsibilities of the airport manager and staff. It is the community’s responsibility to work together with the airport to find mutual goals and work at them. It is crucial for the airport to work hard to meet the public’s needs but the public must work with the airport as well. The airport is available to work with the public, as the public must be there to work with the airport. There are only so many feasible things that can be done by the airport. Sometimes certain things must be in place and cannot be changed.
In conclusion, an airport must be available to adapt to the publics needs, therefore maintaining a positive image to the public. As an airport manager you must establish your airport as one that is open to the publics needs. There is a balance between running an airport, which is the most profitable, and an airport that is safe, efficient and understanding to the publics needs. Sometimes airports must develop generalized programs and strategies to portray their positive image and sometimes, specific issues are to be dealt with. Whatever problem may arise, it is how you react to it that people will remember. The power of the public is the power of your business and the business brought in is the financial source of the facility. If the airport works on a positive public relationship today they are setting themselves up for more business tomorrow and many more years to come.

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