It's that time again, a recap of all things in the airline industry during the week--by way of San Diego.
"Alaska Air Group, Inc. Is Flying into Headwinds"
By Adam Levine-Weinberg, The Motley Fool
DailyFinance.com
January 27th, 2014
http://www.dailyfinance.com/2014/01/27/alaska-air-group-inc-is-flying-into-headwinds/
In a nutshell: Alaska Airlines is going to be challenged financially this year due to heightened competition and the possibility of becoming a victim of its own five-year successes.
Why this matters: When Air Pacific finally launches, and we get a good evaluation of our first year in business, we'll need to see what kind of challenges await that could make or break us.
"San Diego International Airport Breaks International Passenger Record"
KUSI San Diego
January 28th, 2014
http://www.kusi.com/story/24566346/san-diego-international-airport-breaks-international-passenger-record
In a nutshell: San Diego International broke a record for the number of internationally-traveling passengers for the second year in a row in 2013.
Why it matters: Think about the potential number of passengers we could bring in should we expand our routes to locations outside the United States.....
"Fog prompts LAX to divert flights to Ontario, San Diego"
By Brian Sumers
The L.A. Times
January 29th, 2014
http://www.sgvtribune.com/general-news/20140129/fog-prompts-lax-to-divert-flights-to-ontario-san-diego
In a nutshell: Morning fog caused a series of delays and divergences for many flights to and from LAX, Ontario International Airport, and San Diego International.
Why it matters: As a newcomer to the airline industry, we ought to showcase how much we are prepared for any and all varieties of weather conditions that could affect our passengers' travel plans.
"San Diego Airport Figures Show Passengers Putting Recession Behind Them"
By City News Service
KPBS San Diego
January 30th, 2014
http://www.kpbs.org/news/2014/jan/30/san-diego-airport-figures-show-passengers-putting-/
In a nutshell: Figures released by the San Diego Regional Airport Authority have shown that passengers are no longer hasty about flying more for travel, as the amount of international travelers has gone up significantly.
Why it matters: This affords us an opportunity to take advantage of this newfound sense of consumer confidence in getting people in our soaring seats.
"Southwest Airlines International Routes Begin July 1; Three Flights to Tropical Locations"
By Justin Stock
The Franchise-Herald
January 31st, 2014
http://www.franchiseherald.com/articles/4720/20140127/southwest-airlines-international-routes-begin-july-1-three-flights-to-tropical-locations.htm
In a nutshell: Southwest has set a start date for three new international routes, all tropical vacation spots: Aruba, the Bahamas, Montego Bay, and Nassau.
Why it matters: Should our airline successfully make it off the ground (no pun intended), it would be in our interest to consider the possibility of international destinations as well as domestic--especially for vacationers.
Friday, January 31, 2014
Monday, January 27, 2014
In Case You (or I) Missed It: 'Public Relations: Strategies and Tactics' Recap, Part IV
Back again with another recap, this time delving into the untamed wilds of mass media, with a later, special emphasis on the mediums of radio and television.
From Chapter 14
Other tools used in the arsenal of mass media PR include publicity photos, used in order to make a news release more presentable (they need to look their best in high-res-and-composition formats; being in color doesn't hurt as well); media kits, in analog (a folder with select contents) or electronic (EPK's, on CD, e-mail, or as web content); mat releases, which focuses on a feature angle and not hard news (and found mostly in the non-national or international sections of a newspaper); and media alerts or fact sheets, with the former giving journalists a tip-off on news conferences or photo-ops, and the latter focusing on the who/what/when/where/why/how of an event, person, product, or organization.
On this next bit of information, let me ask a question--what does a PR specialist have in common with a baseball player and a sitcom writer? All have a deep understanding of the art of the PITCH. (Get it? Thank you, I'll be here till Thursday. Have the beef.) Strictly in the PR context, a specialist needs to pitch story ideas about their employer/client to the journalists or editors they want to spread the word about them, over either email, phone, or text messages and Tweets--the latter of which might be quite the challenge, I mean you'd have to be really skilled to carve out a good pitch in 140 characters or less.
In finding a good means to getting the media materials out to the journalistic community, PR specialists turn to electronic news outlets such as Business Wire, or even the 'online newsroom' of their client organization's website for possible avenues. Media interviews are also used by PR people to facilitate conversation between their clientele and the journalist community, while making sure, via training, that said clients are prepared for the most likely of interview questions. News conferences tend to be rare nowadays, usually only in the event that a story is big enough to warrant one; PR personnel take charge of all the logistics and the arrangements to be made for such events. Media tours/press 'parties' tend to be more common today, where for the former, company executives meet with editors to discuss a new product or campaign, while the latter lives up to its name by being a social gathering where the organization's members meet with the press to develop good relations.
From Chapter 15
Radio and television are the two electronic mediums that have, for the longest time, had the most reach among the general public on a 24/7 basis. Despite the ever-growing number of internet users, most people have their eyes glued to the television set. Both mediums have their own standards when it comes to PR campaigns.
With radio, audio news releases need to be written for the listener's ear and must last under a minute when broadcast. The audio news release (ANR) does such a thing with only the announcer and a sound bite (usually a quote) from a spokesperson. Public Service Announcements (PSAs), which are also utilized by television, are usually nonprofit and informative in nature, mostly dealing with health concerns and civic events; their lengths tend to vary depending on the subject. Radio Media Tours (RMTs) are usually seven-minute-long interviews with a spokesperson by journalists from around the country from a centralized location.
In television, they rely on video news releases (VNRs) to get the message across. They're also the more expensive, but their potential to reach massive audiences through many visual avenues outweighs the costs most of the time. They are usually made on B-rolls (compilations of video clips and sound bites) and utilized by television stations. What separate television PSAs from their radio-based cousins is evident in that they tend to be more visual, but still have audio present. Compared to RMTs, satellite media tours (SMTs) give television newscasters the advantage of actually seeing the interviewee. News feeds allow an organization to give out instant coverage of an event, either in "real time" or an edited broadcast for use on another occasion.
Both mediums have certain standards for guest appearances and product placement. With the former, guests on talk shows or magazine shows need to be knowledgeable and pleasant in personality, while giving well-thought-out answers. In the latter, companies for-and-non-profit compete for space by making deals with television or film producers to get their message seen and heard. Sometimes radio and television stations help to sponsor civic events alongside an organization.
From Chapter 14
In the context of mass media tools, the most-used is the news release, which is distributed to journalists and editors alike to be used in their columns. These must be accurately-written, informatively-written, and most importantly journalistically-written (and there is a specific style for doing so); all need to be written as if they were asking a few basic questions:
- What's the key message?
- Who's the main audience?
- What does said audience gain?
- What goal does the release achieve?
- Will a news release be necessary for the info presented?
Other tools used in the arsenal of mass media PR include publicity photos, used in order to make a news release more presentable (they need to look their best in high-res-and-composition formats; being in color doesn't hurt as well); media kits, in analog (a folder with select contents) or electronic (EPK's, on CD, e-mail, or as web content); mat releases, which focuses on a feature angle and not hard news (and found mostly in the non-national or international sections of a newspaper); and media alerts or fact sheets, with the former giving journalists a tip-off on news conferences or photo-ops, and the latter focusing on the who/what/when/where/why/how of an event, person, product, or organization.
On this next bit of information, let me ask a question--what does a PR specialist have in common with a baseball player and a sitcom writer? All have a deep understanding of the art of the PITCH. (Get it? Thank you, I'll be here till Thursday. Have the beef.) Strictly in the PR context, a specialist needs to pitch story ideas about their employer/client to the journalists or editors they want to spread the word about them, over either email, phone, or text messages and Tweets--the latter of which might be quite the challenge, I mean you'd have to be really skilled to carve out a good pitch in 140 characters or less.
In finding a good means to getting the media materials out to the journalistic community, PR specialists turn to electronic news outlets such as Business Wire, or even the 'online newsroom' of their client organization's website for possible avenues. Media interviews are also used by PR people to facilitate conversation between their clientele and the journalist community, while making sure, via training, that said clients are prepared for the most likely of interview questions. News conferences tend to be rare nowadays, usually only in the event that a story is big enough to warrant one; PR personnel take charge of all the logistics and the arrangements to be made for such events. Media tours/press 'parties' tend to be more common today, where for the former, company executives meet with editors to discuss a new product or campaign, while the latter lives up to its name by being a social gathering where the organization's members meet with the press to develop good relations.
From Chapter 15
Radio and television are the two electronic mediums that have, for the longest time, had the most reach among the general public on a 24/7 basis. Despite the ever-growing number of internet users, most people have their eyes glued to the television set. Both mediums have their own standards when it comes to PR campaigns.
With radio, audio news releases need to be written for the listener's ear and must last under a minute when broadcast. The audio news release (ANR) does such a thing with only the announcer and a sound bite (usually a quote) from a spokesperson. Public Service Announcements (PSAs), which are also utilized by television, are usually nonprofit and informative in nature, mostly dealing with health concerns and civic events; their lengths tend to vary depending on the subject. Radio Media Tours (RMTs) are usually seven-minute-long interviews with a spokesperson by journalists from around the country from a centralized location.
In television, they rely on video news releases (VNRs) to get the message across. They're also the more expensive, but their potential to reach massive audiences through many visual avenues outweighs the costs most of the time. They are usually made on B-rolls (compilations of video clips and sound bites) and utilized by television stations. What separate television PSAs from their radio-based cousins is evident in that they tend to be more visual, but still have audio present. Compared to RMTs, satellite media tours (SMTs) give television newscasters the advantage of actually seeing the interviewee. News feeds allow an organization to give out instant coverage of an event, either in "real time" or an edited broadcast for use on another occasion.
Both mediums have certain standards for guest appearances and product placement. With the former, guests on talk shows or magazine shows need to be knowledgeable and pleasant in personality, while giving well-thought-out answers. In the latter, companies for-and-non-profit compete for space by making deals with television or film producers to get their message seen and heard. Sometimes radio and television stations help to sponsor civic events alongside an organization.
Friday, January 24, 2014
Air Pacific Media Monitoring, Take Three (January 20th-24th, 2014)
Here I am, back again with another recap of any and all (just five) news stories pertaining not only to the airline industry, but to where my market of choice, San Diego, is involved. Let's look back:
"Some flights at San Diego's Lindbergh Field to East Coast canceled or delayed"
ABC-10 News
January 21st, 2014
http://www.10news.com/news/some-flights-at-san-diegos-lindbergh-field-to-east-coast-canceled-or-delayed-012114
In a nutshell: Several flights between San Diego and certain Northeastern US destinations have been cancelled due to the persistence of what's been dubbed "Winter Storm Janus". The airlines most affected were American, US Airways, United, and Jet Blue.
Why it matters: As an airline seeking to maintain good relations with our customer base, we should be committed to ensuring that quick updates regarding problems large and small, which may affect our flights as soon as they become apparent, should reach customers as soon as possible.
"Record number of travelers served by PDX in 2013"
The Columbian
January 22nd, 2014, 6 AM
http://www.columbian.com/news/2014/jan/22/record-number-travelers-pdx-2013/
In a nutshell: This briefly details Portland International Airport's new record of serving 15 million passengers in 2013, due to economic improvements, an unforeseen increase in travel during the month of December, and the expansion of route choices for travelers.
Why it matters: It mentions that with the continued growth of the airport, more routes will be added, with Southwest launching new nonstop service to many cities, including San Diego. We'll need to throw our name into the hat if we want to take advantage of this chance to be part of that growth.
"How to Donate Miles to Wishes in Flight"
NBC-7 San Diego
January 21st, 2014
http://www.nbcsandiego.com/contact-us/community/wishes-in-flight-make-a-wish-san-diego-188238871.html#ixzz2rLwQygpG
In a nutshell: This goes into detail about the most recent NBC "Wishes In Flight" Mile-A-Thon, a campaign where nearly-expired airline miles are collected by the Make-A-Wish Foundation, in partnership with major U.S. Airlines.
Why it matters: Engaging in a similar campaign will give us a great deal of positive publicity.
"Tijuana Airport Parking, Just Over the Border"
By Billy Witz
The New York Times
January 19th, 2014
http://www.nytimes.com/2014/01/20/business/international/tijuana-airport-parking-just-over-the-border.html?_r=1
In a nutshell: In San Diego, private investors on both sides of the U.S.-Mexico border are funding the construction of a bridge to Tijuana International Airport, as a less-costly alternative to the usually packed, one-runway San Diego Airport.
Why it matters: It would be wise to observe this development as it may have a big impact on the San Diego portion of Air Pacific's market quadrants.
"Protesters rally against Southwest & SeaWorld"
CBS-8 San Diego
January 19th, 2014
http://www.cbs8.com/story/24494220/protesters-rally-against-southwest-seaworld
In a nutshell: Southwest's partnership with SeaWorld has come under fire due to the release of the documentary film Blackfish, which criticizes the treatment of Killer Whales in captivity. Southwest has Orcas painted on some of its planes.
Why it matters: We need to show our potential customers and passengers that we care about the environment and the animal kingdoms as much as they do, and it would also give us a better incentive to find more eco-friendly partners.
"Some flights at San Diego's Lindbergh Field to East Coast canceled or delayed"
ABC-10 News
January 21st, 2014
http://www.10news.com/news/some-flights-at-san-diegos-lindbergh-field-to-east-coast-canceled-or-delayed-012114
In a nutshell: Several flights between San Diego and certain Northeastern US destinations have been cancelled due to the persistence of what's been dubbed "Winter Storm Janus". The airlines most affected were American, US Airways, United, and Jet Blue.
Why it matters: As an airline seeking to maintain good relations with our customer base, we should be committed to ensuring that quick updates regarding problems large and small, which may affect our flights as soon as they become apparent, should reach customers as soon as possible.
"Record number of travelers served by PDX in 2013"
The Columbian
January 22nd, 2014, 6 AM
http://www.columbian.com/news/2014/jan/22/record-number-travelers-pdx-2013/
In a nutshell: This briefly details Portland International Airport's new record of serving 15 million passengers in 2013, due to economic improvements, an unforeseen increase in travel during the month of December, and the expansion of route choices for travelers.
Why it matters: It mentions that with the continued growth of the airport, more routes will be added, with Southwest launching new nonstop service to many cities, including San Diego. We'll need to throw our name into the hat if we want to take advantage of this chance to be part of that growth.
"How to Donate Miles to Wishes in Flight"
NBC-7 San Diego
January 21st, 2014
http://www.nbcsandiego.com/contact-us/community/wishes-in-flight-make-a-wish-san-diego-188238871.html#ixzz2rLwQygpG
In a nutshell: This goes into detail about the most recent NBC "Wishes In Flight" Mile-A-Thon, a campaign where nearly-expired airline miles are collected by the Make-A-Wish Foundation, in partnership with major U.S. Airlines.
Why it matters: Engaging in a similar campaign will give us a great deal of positive publicity.
"Tijuana Airport Parking, Just Over the Border"
By Billy Witz
The New York Times
January 19th, 2014
http://www.nytimes.com/2014/01/20/business/international/tijuana-airport-parking-just-over-the-border.html?_r=1
In a nutshell: In San Diego, private investors on both sides of the U.S.-Mexico border are funding the construction of a bridge to Tijuana International Airport, as a less-costly alternative to the usually packed, one-runway San Diego Airport.
Why it matters: It would be wise to observe this development as it may have a big impact on the San Diego portion of Air Pacific's market quadrants.
"Protesters rally against Southwest & SeaWorld"
CBS-8 San Diego
January 19th, 2014
http://www.cbs8.com/story/24494220/protesters-rally-against-southwest-seaworld
In a nutshell: Southwest's partnership with SeaWorld has come under fire due to the release of the documentary film Blackfish, which criticizes the treatment of Killer Whales in captivity. Southwest has Orcas painted on some of its planes.
Why it matters: We need to show our potential customers and passengers that we care about the environment and the animal kingdoms as much as they do, and it would also give us a better incentive to find more eco-friendly partners.
Monday, January 20, 2014
In Case You (or I) Missed It: 'Public Relations: Strategies and Tactics' Recap, Part III
Today's post focuses on the last two pieces to the R.A.C.E. acronym, Communication and Evaluation.
From Chapter 7
From Chapter 7
Communication, as in most fields outside of public relations and related areas, is KEY. Otherwise known as execution (and not in the lethal sense), it's the most visible and prominent part of any PR campaign. In order to properly execute it, people need to know A) what makes up communication and how people take in messages, B) how they process said messages and either maintain or change their perceptions, and C) what avenues and tools in media will fit the needs of a certain message. Without that body of knowledge:
Within context, a PR campaign's communications-based objectives fall into the following steps:
- Message Exposure, where personnel give mass media outlets certain materials and spread other messages through in-house media, be it the organization's website (for example) or newsletters.
- Accurate dissemination of message, where it's made sure that the basic gist of the message stays intact as it is dispensed through journalists, editors, bloggers, and other channels.
- Acceptance of message, where the audience takes it to heart and validates it.
- Attitude change, where the audience verbally or mentally commits to change its behavior based on said message.
- Change in overt behavior, where audience members show how much they've changed by actually buying the product or service and putting it to good use.
From Chapter 8
With evaluation, a PR campaign's personnel measure the results against their initial objectives, so as to be better with any future programs they may implement. With said objectives, they need to consist of a criteria agreed upon by the staff so that these objectives can be as feasible as possible. Probably the most common example of measurement of this is found in practitioners taking stock of media placements and message distribution, along with audience awareness/comprehension/retention coming second and finally measurement of changes in audience attitudes/opinions/behaviors. Typical forms of measurement include tabulating the numbers of message 'capsules' given out in a year, as the measurement of their production gives the higher-ups a picture of staff productivity and resulting output.
In measuring message exposure, practices include calculating media impressions and AVE (Advertising Value Equivalency), systematic tracking of coverage for both key messages and those of the competition involved, and evaluating the cost of reaching each audience member.
When measuring audience awareness, surveys are the choice tools for the job. They can also be utilized for measuring audience attitudes, which are also tracked through basic studies. The only difference is they can be done before, during, or after a PR campaign's been implemented. In looking at audience action, a PR campaign is evaluated based on changes in audience behavior via sales, fund-raising, or election of a candidate.
When looking at the supplemental activities of a campaign, pilot tests and split messages pretest a PR effort in order to give a good communication audit. Event attendance is used to measure audience acceptance, as is newsletter readership.
Friday, January 17, 2014
Air Pacific Media Monitoring, Take Two (January 13th-17th, 2014)
With the scope narrowing towards the market of my choice (San Diego), this next round of news stories are what I feel to be relevant to Air Pacific's presence in that particular market:
"American Airlines To Implement Network Changes As A Result Of DOJ-Mandated Slot Divestitures"
The Wall Street Journal
January 15th, 2014
http://online.wsj.com/article/PR-CO-20140115-911306.html
In a nutshell: This press release details how American Airlines will make many network adjustments in light of recent divestitures of slots and other holdings at Reagan and LaGuardia National Airports.
Why it matters: San Diego was one of the routes no longer receiving year-round daily service from American, so to that market I feel we should present ourselves as willing to fill the void left by American.
"American Nears Washington Flight Sale as Some Routes Are Cut"
By Mary Schlangenstein
Bloomberg News
January 15th, 2014
http://www.bloomberg.com/news/2014-01-15/american-airlines-nears-washington-flight-sale-as-routes-are-cut.html
In a nutshell: This covers more of the details of American's divestitures, but also mentions details of which airlines will take over the slots and what routes will become part of the schedule.
Why it matters: It would be beneficial for us to know our competition over the San Diego route.
"American cutting flights to San Diego after merger"
By Associated Press
KPBS
January 15th, 2014
http://www.kpbs.org/news/2014/jan/15/american-cutting-flights-san-diego-after-merger/
In a nutshell: This is one of the first announcements made about American's merger and the ending of the nonstop San Diego service, among other routes.
Why it matters: It's always a good idea to start from the beginning of a matter before going into the full exploration of it.
"American Airlines cuts flights from Reagan, LaGuardia Airports"
By Reuters
The Chicago Tribune
January 15th, 2014
http://www.chicagotribune.com/news/sns-rt-us-americanairlines-usairways-flights-20140115,0,77124.story
In a nutshell: Same as the KPBS story, but includes details that the merger would result in the nation's largest airline and that American's divestitures came at the behest of Washington lawmakers.
Why it matters: Emphasis on the 'behest of Washington lawmakers'--we're going to need to make sure we don't tread on any legal hurdles that keep us out of the race to making our face known to all.
"Pittsburgh seeks new direct flights"
By Lucy Siebert
Routes News
January 13th, 2014
http://www.routes-news.com/1-news/2299-pittsburgh-seeks-new-direct-flights
In a nutshell: Pittsburgh International Airport's operator launched a new Air Service Incentive program that includes new destinations, among which is San Diego (and Seattle).
Why it matters: The article mentions the airport seeking to greatly serve the community, which is an approach we no doubt shall be taking.
"American Airlines To Implement Network Changes As A Result Of DOJ-Mandated Slot Divestitures"
The Wall Street Journal
January 15th, 2014
http://online.wsj.com/article/PR-CO-20140115-911306.html
In a nutshell: This press release details how American Airlines will make many network adjustments in light of recent divestitures of slots and other holdings at Reagan and LaGuardia National Airports.
Why it matters: San Diego was one of the routes no longer receiving year-round daily service from American, so to that market I feel we should present ourselves as willing to fill the void left by American.
"American Nears Washington Flight Sale as Some Routes Are Cut"
By Mary Schlangenstein
Bloomberg News
January 15th, 2014
http://www.bloomberg.com/news/2014-01-15/american-airlines-nears-washington-flight-sale-as-routes-are-cut.html
In a nutshell: This covers more of the details of American's divestitures, but also mentions details of which airlines will take over the slots and what routes will become part of the schedule.
Why it matters: It would be beneficial for us to know our competition over the San Diego route.
"American cutting flights to San Diego after merger"
By Associated Press
KPBS
January 15th, 2014
http://www.kpbs.org/news/2014/jan/15/american-cutting-flights-san-diego-after-merger/
In a nutshell: This is one of the first announcements made about American's merger and the ending of the nonstop San Diego service, among other routes.
Why it matters: It's always a good idea to start from the beginning of a matter before going into the full exploration of it.
"American Airlines cuts flights from Reagan, LaGuardia Airports"
By Reuters
The Chicago Tribune
January 15th, 2014
http://www.chicagotribune.com/news/sns-rt-us-americanairlines-usairways-flights-20140115,0,77124.story
In a nutshell: Same as the KPBS story, but includes details that the merger would result in the nation's largest airline and that American's divestitures came at the behest of Washington lawmakers.
Why it matters: Emphasis on the 'behest of Washington lawmakers'--we're going to need to make sure we don't tread on any legal hurdles that keep us out of the race to making our face known to all.
"Pittsburgh seeks new direct flights"
By Lucy Siebert
Routes News
January 13th, 2014
http://www.routes-news.com/1-news/2299-pittsburgh-seeks-new-direct-flights
In a nutshell: Pittsburgh International Airport's operator launched a new Air Service Incentive program that includes new destinations, among which is San Diego (and Seattle).
Why it matters: The article mentions the airport seeking to greatly serve the community, which is an approach we no doubt shall be taking.
Monday, January 13, 2014
In Case You (or I) Missed It: 'Public Relations: Strategies and Tactics' Recap, Part II
This particular post focuses on the subject of research and planning, or if you wanted to go the technical route, research and development.
From Chapter 5
Research is a key component that no public relations initiative can be without. Information is the key to how well these campaigns work, and well-gathered and interpreted information is a great boon to good PR. Before the research is carried out, though, its overall scope and role needs to be determined, primarily regarding the what and how regarding the kind of information gathered, their target audience, how the information is analyzed, etc. Research ensures a few things for PR agents be they part of a firm or an in-house job: credibility, well-defined audiences and segmented publics, neatly-formulated strategies, highly-tested messages, a well-informed management, averted crises, monitored competition, and much more.
Two types of research are used for this kind of operation. The first falls under the category of quantitative, focusing on the hard data. Within that context, the researcher utilizes both primary (data gathered on one's own) and secondary (already-published data found in sources such as archives, libraries, and databases) research to support any facts compiled for the research. On the qualitative side of things, this is the more 'softer' approach, utilizing techniques involving interviews (intercept or purposive), content analysis, focus groups, copy tests, and ethnographic methods. In quantitative settings, a common method used is the questionnaire, but creating an effective one means taking into account a lot of things: wording, the types of questions used, timing and context, and avoiding 'politically correct' answers as well as giving a range of possible ones. The avenue of getting the questionnaire out to the public is also considered, with such avenues being mail, phone, personal interviews, and omnibus surveys done in-person and on the internet.
From Chapter 6
Planning is what comes after the research has been gone over with a fine-toothed comb, and it is whatever plans and ideas come out that accomplish the goals of the organization. The planning needs to stem from a good strategy, be creative in its approach, and all while keeping the idea of reaching the key audiences in mind, be it to either inform said audiences or really get them to participate. A popular approach to the planning phase is via MBO, Management By Objective, which helps the planners keep a good focus and direction for the entire project, made up of nine steps: know client/employer objectives, determine the audience or public, determine the audience objective(s), find the best media channels, determine the best sources and questions, devise communication strategies, determine the essence of the message, and bring up nonverbal support. Not all PR groups need follow this approach, as some of the time they'll come up with their own models (like how the Ketchum group determined their 'Strategic Planning Model').
That particular note brings up the idea of the PR group and the organization/person acting as their client determining a 'program plan' for the whole operation. It can be anything from a simple outline of the campaign to an extensive (and perhaps lengthy) document detailing everything. Independent firms usually come up with these plans as part of their commission, and within them they address eight key components of the campaign: the situation, the objectives, the target audience, the key strategy, the best tactics, a timeframe in which to accomplish this, a possible budget for the endeavor, and an evaluation of the overall thing.
From Chapter 5
Research is a key component that no public relations initiative can be without. Information is the key to how well these campaigns work, and well-gathered and interpreted information is a great boon to good PR. Before the research is carried out, though, its overall scope and role needs to be determined, primarily regarding the what and how regarding the kind of information gathered, their target audience, how the information is analyzed, etc. Research ensures a few things for PR agents be they part of a firm or an in-house job: credibility, well-defined audiences and segmented publics, neatly-formulated strategies, highly-tested messages, a well-informed management, averted crises, monitored competition, and much more.
Two types of research are used for this kind of operation. The first falls under the category of quantitative, focusing on the hard data. Within that context, the researcher utilizes both primary (data gathered on one's own) and secondary (already-published data found in sources such as archives, libraries, and databases) research to support any facts compiled for the research. On the qualitative side of things, this is the more 'softer' approach, utilizing techniques involving interviews (intercept or purposive), content analysis, focus groups, copy tests, and ethnographic methods. In quantitative settings, a common method used is the questionnaire, but creating an effective one means taking into account a lot of things: wording, the types of questions used, timing and context, and avoiding 'politically correct' answers as well as giving a range of possible ones. The avenue of getting the questionnaire out to the public is also considered, with such avenues being mail, phone, personal interviews, and omnibus surveys done in-person and on the internet.
From Chapter 6
Planning is what comes after the research has been gone over with a fine-toothed comb, and it is whatever plans and ideas come out that accomplish the goals of the organization. The planning needs to stem from a good strategy, be creative in its approach, and all while keeping the idea of reaching the key audiences in mind, be it to either inform said audiences or really get them to participate. A popular approach to the planning phase is via MBO, Management By Objective, which helps the planners keep a good focus and direction for the entire project, made up of nine steps: know client/employer objectives, determine the audience or public, determine the audience objective(s), find the best media channels, determine the best sources and questions, devise communication strategies, determine the essence of the message, and bring up nonverbal support. Not all PR groups need follow this approach, as some of the time they'll come up with their own models (like how the Ketchum group determined their 'Strategic Planning Model').
That particular note brings up the idea of the PR group and the organization/person acting as their client determining a 'program plan' for the whole operation. It can be anything from a simple outline of the campaign to an extensive (and perhaps lengthy) document detailing everything. Independent firms usually come up with these plans as part of their commission, and within them they address eight key components of the campaign: the situation, the objectives, the target audience, the key strategy, the best tactics, a timeframe in which to accomplish this, a possible budget for the endeavor, and an evaluation of the overall thing.
In Case You (or I) Missed It: 'Public Relations: Strategies and Tactics' Recap, Part I
Well, this week was certainly off to a start--reading about the early beginnings of public relations was enough to make my head spin! Initially, I would have summed up the idea of PR as "people helping to make other people or organizations look good"....but that would've been the cynical approach. (Along with referring to that frequently-used-in-political-context-terms, 'spin doctor'.) Apparently, PR is as much an American institution as rock n' roll music, comic book superheroes, the western film, and the game show--its roots date back to the days of people such as P.T. Barnum, founder of the legendary Barnum and Bailey circus. Yet it is also a very, very complex practice that takes a lot of brainpower, focus, patience, and stamina to make a career out of it. It's hard to get into PR in the birthplace of the practice, and it'll be the same the world over, where public relations is really growing as a field in Europe and Asia--China in particular. So much to know.....But I'll do my best to sum up what I've learned so far about the PR field (despite not being a student of the discipline). Just call this "PR for Dummies"...No, wait, don't, apparently there's already a book with that name, shoot....
From Chapter 1
As with most complex terms or techniques, a key to understanding the idea of public relations can be simplified (at first) with an acronym--R.A.C.E. (Research, Action, Communication, and Evaluation). Each component of that acronym also serves to help describe the cyclical nature of the PR process, connected by the needs for both feedback (positive and negative), and the program adjustment that results from it. PR is also what can be described as a multipurpose process, used for almost anything from counseling to publicity (be it corporate, community-related or entertainment-based) to matters of governance and finance. Unlike its close cousins journalism, marketing, and advertising, PR acts as more of an arbitrator whose practitioners seek to build relationships between their client(s) and said client's constituencies or intended audiences--a whole variety of audiences. It becomes even more effective when partnered with marketing and advertising campaigns, allowing both sides of the relationships built to prosper more often if said combined initiative works out well (teamwork between PR, marketing, and advertising agents is a must).
Making a career of PR, unfortunately, is no picnic. If one were to truly have an interest in going into the field, they'd need to have been a major in the subject in college, with supplemental courses on associated fields (economics, journalism, management, etc.). They also need to be masters of particular skill sets, in the form of research, planning, writing, problem-solving, and in this day and age social media, which has become a boon to the business. Whether in or out of college (or graduate school, if ambitious enough), getting a job in PR is similar to other professions in one aspect: an internship in the field is a highly-recommended first step towards a career (though getting a paying one is very tricky). When finally landing the job, one finds the salary to be a bit higher than other comm-based occupations (with a range in the cool $30-40k area, and the more professional getting six figures).
From Chapter 2
Public relations as a term is actually the most recent addition to the practice--the name is U.S.-based, but the practice of presenting a figure or an organization to the public(s) in ways meant to foster good connections between the two parties goes back to the eras of ancient empires. A most well-known usage of the practice was by the Catholic Church during the Crusades, where its extensive use of biblical-based propaganda inspired the faithful to go and fight. A couple of centuries later, it was expressly used by small private companies to recruit settlers for the 'New World' in North America (or South America for the Spanish and Portuguese). The first instances of proto-public relations practices on United States soil came about in the days of the American Revolution, found in historic moments such as the staging of the Boston Tea Party (to protest certain taxes) and the publication of the Federalist Papers (calling for the support of a new, constitutional government free of British rule and oversight).
The U.S. interpretation of the practice blossomed in the centuries to follow, starting with the aforementioned P.T. Barnum and his influential publicity techniques, the roots of which formed the basis for many used by the entertainment industry today. Further forerunners appeared around the time of the great western land rushes, as people were encouraged to hit the trail and settle in the territories acquired by the U.S. via the Louisiana Purchase and other similar acts. The various civil and social movements of the time also utilized publicity techniques to get the voices of the concerned heard, from the women's and temperance movements of the era of American Enlightenment in the 1840's-50's to the wilderness preservation campaigns of the 1890's-1900's. Early commercial PR in practice was found in the 1870's Wannamaker and Macy's campaigns, which resulted in larger customer yields for both department store giants. PR also helped to get the country to fully adopt AC (alternating current, or early electrical) systems nationwide, which while good for AC's champion George Westinghouse was not so good for DC's (or direct current's) advocate, the more prominent (despite what some Nikola Tesla acolytes will say) Thomas Edison.
It was during the first half of the 20th century that PR not only got its proper term, but also came into its own via pioneers such as Ivy Lee, Edward Burnays, and Arthur W. Page, the latter of whom helped cement public relations as an important part of the corporate management hierarchy. Public relations also becomes just as integral to both the entertainment and fashion industries around this time. After World War II, the resulting Baby Boom and the increasing presence of mass media such as television in an ever-growing consumer culture gave more power to PR agents and their related associates (found on Madison Avenue and the like). PR gains a higher spot in the corporate management hierarchy as time goes on, as the ideas of reputation management and relationship building were introduced into the PR agents' vernacular. The field also receives a greater influx of female professionals, so much so that today an estimation of 70% of women being PR professionals is fact.
Today, in an age dominated by internet-based content and social media being a part of everyone's lives, PR agencies and pros have shifted to tactics involving active listening and dialogues with the many publics they seek to attract, while increasing the diversity of their professional population and growing the number of practitioners globally. At the same time, in light of the current debate over transparency in the government (partially due to scandals involving the varying security agencies), corporate social responsibility (or CSR for short) has become a key buzzword for how PR agencies address the needs of both their clients and the clients' respective audiences/customers/stakeholders/constituencies.
From Chapter 4
In the past and up to now, most organizations, governments, and corporations have some form of a PR department--the more, shall we say, 'marketable' term would be 'corporate communications'. Within that setting, depending on the organization itself, the views on the top management there, or the PR exec's capabilities, the PR department will either be near the top or otherwise. In a larger environment, PR departments play a large role in the policy making of the group, while maintaining their own sense of autonomy. In a smaller setup, the PR department is also smaller and plays a more simpler role, such as issuing news releases--thus, they don't really play a part in group policy.
The hierarchy of an in-house PR department usually consists of a head with the title of either manager, director, or vice president (or sometimes chief communications officer). Following that position are the executives, then the coordinators, and then those who work within the department's creative, research, and financial areas. Of course, in a smaller PR department, there could be a smaller number of staff. Either way, the heads of such departments either serve the organization tactically, or counsel the top executive of the organization on matters such as policy.
In a large corporate setting, PR is seen as a staff function of a company or organization, compared to line function which includes line managers who are the prime policy makers. Under the staff function idea, a PR department serves to influence the line managers. While they can only recommend, they cannot implement policy outright. PR is also seen as going hand-in-hand with other similar departments: human resources, legal, advertising, and marketing, despite their being some level of competition between each department, especially between PR and advertising.
We now turn our attention to the more 'free-spirited' of the two types of PR organizations, the firms. Firms vary in size and scope, and these days are found all over the world. They are also multifaceted groups that offer different services to whoever can pay them. Among their services, they provide marketing communications, training for executive speech writing, research and evaluation, and crisis communication in times of potential disaster. They also help with media analysis, community relations, event management, counseling on public affairs, assistance with branding and corporate reputation, and matters of the financial variety.
PR firms are mostly found in large, metropolitan areas of the world, in order to gain better amounts of revenue from their international clientele. This vast scope and scale has become necessary in an increasingly-globalized world, so much that some conglomerates have emerged to address this. Within the structure of a firm, the hierarchy may consist of merely the president/owner, an assistant, and an administrative assistant. In a larger firm, there may be more people to necessitate a larger hierarchy. Within that larger context, it consists of a president, executive vice president, senior vice president, multiple VP's, an account supervisor (or supervisors), and finally the assistant account executives.
Firms drum up their business by hiring themselves out to organizations of varying sizes. Via the approach of 'request for proposal', the firms are asked to present themselves and how they can help the organization that approached them. It is highly competitive, as each firm has to give good reason as to why the organization should hire them for the job. The organization in question, beforehand, needs to keep in mind the pros and cons of hiring a firm. On the one hand, firms tend to be objective, offer an assortment of skills and abilities, have vast resources at their disposal via their many offices throughout the nation, possess specific problem-solving capabilities, and most importantly are very credible. On the other hand, firms only have a vague idea of the client's specific issue, sometimes aren't fully-committed, often need an extending briefing period, sometimes are resented by the organization's own in-house staff, will sometimes need direction from the top (which must also be willing to divulge full information about itself), and most importantly are very costly.
On the subject of costs, a PR firm's fees/charges consist of three common types: the basic hourly (plus out-of-pocket expenses), which is also extolled by attorneys, accountants, and management consultants; the retainer, which covers ordinary expenses and is charged monthly; and the fixed project fee, present only when the firm agrees to a special project for the organization (it's also the least popular of the three).
From Chapter 1
As with most complex terms or techniques, a key to understanding the idea of public relations can be simplified (at first) with an acronym--R.A.C.E. (Research, Action, Communication, and Evaluation). Each component of that acronym also serves to help describe the cyclical nature of the PR process, connected by the needs for both feedback (positive and negative), and the program adjustment that results from it. PR is also what can be described as a multipurpose process, used for almost anything from counseling to publicity (be it corporate, community-related or entertainment-based) to matters of governance and finance. Unlike its close cousins journalism, marketing, and advertising, PR acts as more of an arbitrator whose practitioners seek to build relationships between their client(s) and said client's constituencies or intended audiences--a whole variety of audiences. It becomes even more effective when partnered with marketing and advertising campaigns, allowing both sides of the relationships built to prosper more often if said combined initiative works out well (teamwork between PR, marketing, and advertising agents is a must).
Making a career of PR, unfortunately, is no picnic. If one were to truly have an interest in going into the field, they'd need to have been a major in the subject in college, with supplemental courses on associated fields (economics, journalism, management, etc.). They also need to be masters of particular skill sets, in the form of research, planning, writing, problem-solving, and in this day and age social media, which has become a boon to the business. Whether in or out of college (or graduate school, if ambitious enough), getting a job in PR is similar to other professions in one aspect: an internship in the field is a highly-recommended first step towards a career (though getting a paying one is very tricky). When finally landing the job, one finds the salary to be a bit higher than other comm-based occupations (with a range in the cool $30-40k area, and the more professional getting six figures).
From Chapter 2
Public relations as a term is actually the most recent addition to the practice--the name is U.S.-based, but the practice of presenting a figure or an organization to the public(s) in ways meant to foster good connections between the two parties goes back to the eras of ancient empires. A most well-known usage of the practice was by the Catholic Church during the Crusades, where its extensive use of biblical-based propaganda inspired the faithful to go and fight. A couple of centuries later, it was expressly used by small private companies to recruit settlers for the 'New World' in North America (or South America for the Spanish and Portuguese). The first instances of proto-public relations practices on United States soil came about in the days of the American Revolution, found in historic moments such as the staging of the Boston Tea Party (to protest certain taxes) and the publication of the Federalist Papers (calling for the support of a new, constitutional government free of British rule and oversight).
The U.S. interpretation of the practice blossomed in the centuries to follow, starting with the aforementioned P.T. Barnum and his influential publicity techniques, the roots of which formed the basis for many used by the entertainment industry today. Further forerunners appeared around the time of the great western land rushes, as people were encouraged to hit the trail and settle in the territories acquired by the U.S. via the Louisiana Purchase and other similar acts. The various civil and social movements of the time also utilized publicity techniques to get the voices of the concerned heard, from the women's and temperance movements of the era of American Enlightenment in the 1840's-50's to the wilderness preservation campaigns of the 1890's-1900's. Early commercial PR in practice was found in the 1870's Wannamaker and Macy's campaigns, which resulted in larger customer yields for both department store giants. PR also helped to get the country to fully adopt AC (alternating current, or early electrical) systems nationwide, which while good for AC's champion George Westinghouse was not so good for DC's (or direct current's) advocate, the more prominent (despite what some Nikola Tesla acolytes will say) Thomas Edison.
It was during the first half of the 20th century that PR not only got its proper term, but also came into its own via pioneers such as Ivy Lee, Edward Burnays, and Arthur W. Page, the latter of whom helped cement public relations as an important part of the corporate management hierarchy. Public relations also becomes just as integral to both the entertainment and fashion industries around this time. After World War II, the resulting Baby Boom and the increasing presence of mass media such as television in an ever-growing consumer culture gave more power to PR agents and their related associates (found on Madison Avenue and the like). PR gains a higher spot in the corporate management hierarchy as time goes on, as the ideas of reputation management and relationship building were introduced into the PR agents' vernacular. The field also receives a greater influx of female professionals, so much so that today an estimation of 70% of women being PR professionals is fact.
Today, in an age dominated by internet-based content and social media being a part of everyone's lives, PR agencies and pros have shifted to tactics involving active listening and dialogues with the many publics they seek to attract, while increasing the diversity of their professional population and growing the number of practitioners globally. At the same time, in light of the current debate over transparency in the government (partially due to scandals involving the varying security agencies), corporate social responsibility (or CSR for short) has become a key buzzword for how PR agencies address the needs of both their clients and the clients' respective audiences/customers/stakeholders/constituencies.
From Chapter 4
In the past and up to now, most organizations, governments, and corporations have some form of a PR department--the more, shall we say, 'marketable' term would be 'corporate communications'. Within that setting, depending on the organization itself, the views on the top management there, or the PR exec's capabilities, the PR department will either be near the top or otherwise. In a larger environment, PR departments play a large role in the policy making of the group, while maintaining their own sense of autonomy. In a smaller setup, the PR department is also smaller and plays a more simpler role, such as issuing news releases--thus, they don't really play a part in group policy.
The hierarchy of an in-house PR department usually consists of a head with the title of either manager, director, or vice president (or sometimes chief communications officer). Following that position are the executives, then the coordinators, and then those who work within the department's creative, research, and financial areas. Of course, in a smaller PR department, there could be a smaller number of staff. Either way, the heads of such departments either serve the organization tactically, or counsel the top executive of the organization on matters such as policy.
In a large corporate setting, PR is seen as a staff function of a company or organization, compared to line function which includes line managers who are the prime policy makers. Under the staff function idea, a PR department serves to influence the line managers. While they can only recommend, they cannot implement policy outright. PR is also seen as going hand-in-hand with other similar departments: human resources, legal, advertising, and marketing, despite their being some level of competition between each department, especially between PR and advertising.
We now turn our attention to the more 'free-spirited' of the two types of PR organizations, the firms. Firms vary in size and scope, and these days are found all over the world. They are also multifaceted groups that offer different services to whoever can pay them. Among their services, they provide marketing communications, training for executive speech writing, research and evaluation, and crisis communication in times of potential disaster. They also help with media analysis, community relations, event management, counseling on public affairs, assistance with branding and corporate reputation, and matters of the financial variety.
PR firms are mostly found in large, metropolitan areas of the world, in order to gain better amounts of revenue from their international clientele. This vast scope and scale has become necessary in an increasingly-globalized world, so much that some conglomerates have emerged to address this. Within the structure of a firm, the hierarchy may consist of merely the president/owner, an assistant, and an administrative assistant. In a larger firm, there may be more people to necessitate a larger hierarchy. Within that larger context, it consists of a president, executive vice president, senior vice president, multiple VP's, an account supervisor (or supervisors), and finally the assistant account executives.
Firms drum up their business by hiring themselves out to organizations of varying sizes. Via the approach of 'request for proposal', the firms are asked to present themselves and how they can help the organization that approached them. It is highly competitive, as each firm has to give good reason as to why the organization should hire them for the job. The organization in question, beforehand, needs to keep in mind the pros and cons of hiring a firm. On the one hand, firms tend to be objective, offer an assortment of skills and abilities, have vast resources at their disposal via their many offices throughout the nation, possess specific problem-solving capabilities, and most importantly are very credible. On the other hand, firms only have a vague idea of the client's specific issue, sometimes aren't fully-committed, often need an extending briefing period, sometimes are resented by the organization's own in-house staff, will sometimes need direction from the top (which must also be willing to divulge full information about itself), and most importantly are very costly.
On the subject of costs, a PR firm's fees/charges consist of three common types: the basic hourly (plus out-of-pocket expenses), which is also extolled by attorneys, accountants, and management consultants; the retainer, which covers ordinary expenses and is charged monthly; and the fixed project fee, present only when the firm agrees to a special project for the organization (it's also the least popular of the three).
Friday, January 10, 2014
Air Pacific Media Monitoring, Take One (January 6th-13th, 2014)
Well, here's my inaugural blog post, and it's my inaugural media monitoring blog post. In perusing the available recent articles focusing on airlines and the industry at large, I felt these stuck out enough to be worthy of notice, especially given the recent cold weather fiasco currently befalling it:
"Fliers getting silence from airlines turn to Twitter"
By Dawn Gilbertson
USA Today/The Arizona Republic
January 8, 2014
http://www.usatoday.com/story/travel/flights/2014/01/08/frustrated-fliers-turn-to-twitter/4368629/
In a nutshell: In response to the seeming inactivity of the airlines themselves following a mass cancellation of many flights due to a severe cold snap in the northeast, many people are turning to social media to probe the airlines on the problems with re-booking their flights.
Why it matters: Setting up good relations with our customers should be one of our top priorities, as we may need to, in instances such as the current cold weather calamity, provide reassurance to them should they experience unexpected changes in their travel plans.
"Airlines up capacity for local flights, but what about fares?"
By Laura Ruane
news-press.com
January 7, 2014
http://www.news-press.com/article/20140108/BUSINESS/301080033/Airlines-up-capacity-local-flights-fares-not-expected-fall?nclick_check=1
In a nutshell: Some airlines are increasing their capacities for most local flights, but as a result, most airfares will either stay the same or go up.
Why it matters: Our customer base may include a lot of frugally-minded people among their number, who will be mindful of how much they want to spend towards airfare (depending on the destination of course), and there is also the larger concern that there could be problems accommodating more travelers on the planes while trying to keep an eye on these costs.
"United Airlines Makes Major Investments for Customers at San Francisco International Airport"
The Wall Street Journal
January 9, 2014
http://online.wsj.com/article/PR-CO-20140109-910206.html
In a nutshell: United Airlines and San Francisco International Airport are joining forces to provide a more
customer-friendly and environmentally sustainable experience via a newly-redesigned wing of the airport.
Why it matters: We need to make ourselves very attractive to potential customers and be able to keep up with recent environmental trends at the same time, so touting our own eco-friendly innovations for our flight experiences is a perfect project.
"Airlines still overcharging for credit card use"
By Georgia Wilkins
The Sydney Morning Herald
January 8, 2014
http://www.smh.com.au/business/airlines-still-overcharging-for-credit-card-use-20140108-30gr4.html
In a nutshell: Airline customers and consumer groups are calling out certain airlines for inflated credit card charges, which fly in the face of current regulations.
Why it matters: We also should be able to present ourselves as a very affordable airline to travel by, and avoid the mistakes of charging customers too much for certain aspects of our flights.
"The Best (and Worst) Airlines"
By Scott McCartney
The Wall Street Journal
January 8, 2014
http://online.wsj.com/news/articles/SB10001424052702304347904579308640380117768
In a nutshell: This is a compilation of what worked for certain airlines in the prior year of 2013 and what didn't work out for them.
Why it matters: This, along with similar tabulations, should serve as a tool to help us learn from the mistakes of others in order to better serve both our customer base and our stakeholders.
"Fliers getting silence from airlines turn to Twitter"
By Dawn Gilbertson
USA Today/The Arizona Republic
January 8, 2014
http://www.usatoday.com/story/travel/flights/2014/01/08/frustrated-fliers-turn-to-twitter/4368629/
In a nutshell: In response to the seeming inactivity of the airlines themselves following a mass cancellation of many flights due to a severe cold snap in the northeast, many people are turning to social media to probe the airlines on the problems with re-booking their flights.
Why it matters: Setting up good relations with our customers should be one of our top priorities, as we may need to, in instances such as the current cold weather calamity, provide reassurance to them should they experience unexpected changes in their travel plans.
"Airlines up capacity for local flights, but what about fares?"
By Laura Ruane
news-press.com
January 7, 2014
http://www.news-press.com/article/20140108/BUSINESS/301080033/Airlines-up-capacity-local-flights-fares-not-expected-fall?nclick_check=1
In a nutshell: Some airlines are increasing their capacities for most local flights, but as a result, most airfares will either stay the same or go up.
Why it matters: Our customer base may include a lot of frugally-minded people among their number, who will be mindful of how much they want to spend towards airfare (depending on the destination of course), and there is also the larger concern that there could be problems accommodating more travelers on the planes while trying to keep an eye on these costs.
"United Airlines Makes Major Investments for Customers at San Francisco International Airport"
The Wall Street Journal
January 9, 2014
http://online.wsj.com/article/PR-CO-20140109-910206.html
In a nutshell: United Airlines and San Francisco International Airport are joining forces to provide a more
customer-friendly and environmentally sustainable experience via a newly-redesigned wing of the airport.
Why it matters: We need to make ourselves very attractive to potential customers and be able to keep up with recent environmental trends at the same time, so touting our own eco-friendly innovations for our flight experiences is a perfect project.
"Airlines still overcharging for credit card use"
By Georgia Wilkins
The Sydney Morning Herald
January 8, 2014
http://www.smh.com.au/business/airlines-still-overcharging-for-credit-card-use-20140108-30gr4.html
In a nutshell: Airline customers and consumer groups are calling out certain airlines for inflated credit card charges, which fly in the face of current regulations.
Why it matters: We also should be able to present ourselves as a very affordable airline to travel by, and avoid the mistakes of charging customers too much for certain aspects of our flights.
"The Best (and Worst) Airlines"
By Scott McCartney
The Wall Street Journal
January 8, 2014
http://online.wsj.com/news/articles/SB10001424052702304347904579308640380117768
In a nutshell: This is a compilation of what worked for certain airlines in the prior year of 2013 and what didn't work out for them.
Why it matters: This, along with similar tabulations, should serve as a tool to help us learn from the mistakes of others in order to better serve both our customer base and our stakeholders.
Subscribe to:
Posts (Atom)