outside public relations expertise, invest in community relations, rely on established media relationships to challenge inaccurate information, and monitor and are prepared to respond to social media. Underneath these specifics is a commitment to accuracy, speed of information and transparency. Get this right, and keep the public’s trust during and after a crisis. Fail, and risk permanent damage to your reputation, your credibility and the future success of your organization. Michael Gobb, A.A.E., executive director of Lexington (Ky.) Blue Grass Airport, got it right. On Aug. 27, 2006, at 6:05 a.m., Comair Flight 5191 crashed after taking off from Blue Grass Airport, killing 49 passengers and crew. The industry has given Gobb and NTSB high praise for how they handled communications following the crash. Here’s what worked in Lexington, plus strategies for an effective crisis communications plan.
Put Families First After the scene was secure, the first order of business for the airport was taking care of the victims’ families. Gobb advises to pull advertising and promotional campaigns; select a date for families and attorneys to visit the airport; reassure the community on the safety of air travel; provide an outlet for family members and the public to express their grief; and provide counseling opportunities for employees.
Master Media Relations Today’s demand for news is faster and more global than ever before. Within four days after the Blue Grass accident, 6,116 articles were published nationally and 87 articles were published internationally. “I think we are all used to doing
interviews but not literally going live around the world,” Gobb said. The first Blue Grass Airport press briefing, which included representatives from the police, fire department and the coroner’s office, took place at 8:30 a.m., two and one-half hours after the incident. The media briefing included an overview of the accident and rescue efforts. Gobb recommends that any media relations plan should include: providing food, beverages and work space for media members to use in between briefings; sitting down oneon-one with media representatives to provide background information; meeting with editors and television station directors in addition to reporters; carefully selecting the background and environment for interviews; and writing editorials. Building relationships with the media should be another cornerstone
Michael Gobb, A.A.E, executive director of Blue Grass Airport, speaks to the media about the casualties of Comair Flight 5191. Photo by Pablo Alcalá/Lexington Herald-Leader.
AirportMagazine.net | February/March 2008
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