dallas/fort worth international airport public affairs briefing for u.s. state department...
TRANSCRIPT
Dallas/Fort Worth International AirportPublic Affairs
Briefing for U.S. State Department Communicators
Ken Capps, APRVice President of Public AffairsApril 2009
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Public Affairs Mission
Build credibility for Airport mission by promoting assets and successes
Fortify DFW’s industry-leading position by promoting thought leadership
Create local support and advocates through community outreach
Improve transparency through communications innovation
Protect DFW’s reputation through crisis and issues management
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DFW Public Affairs: How We Do It
Media Relations Interviews/Messaging Story Placement Press Releases Media Events
Community Relations Owner Cities Program (Signs/Banners) Scholarship Programs Educational Events Public Contact (Tours/Fairs)
Communications Annual Report/E-Newsletters Switchboard Daily Media Clips
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Why We're Successful
Long-standing credibility with news media – local to international Former journalists who understand deadlines Quick turn on stories, photos, facts 24/7 response
Strategic Thinking and Planning Anticipate stories and trends Collaborate and partner easily Prepare contingencies Big, bold programs that support strategy
Outreach to Community and Constituents Relationships with key business and community groups Focus on aviation and education initiatives Serve as epicenter of Dallas-Fort Worth joint efforts
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Our Mantra
Quick communication is essential
Be strategic in response
Be transparent
Protect sensitive details
Be consistent
Demonstrate empathy, customer care and Airport professionalism
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Our Key Rules
All media requests for information and interviews go through Public Affairs
DFW executives prepped by Public Affairs for all interviews
Public Affairs staff present at all interviews
All media releases and advisories sent by Public Affairs
No hiding behind “No Comment”
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Department Awards & Recognition
Public Affairs is honored by the South Central Regional Chapter of the International Association of Vehicle Theft Investigators for its support and dedication to their 2007 Conference
Ken Capps, Vice President of Public Affairs for DFW, is named to ‘Final Four’ of PR Week PR Professional of the Year 2008
The Airport’s 2007 DFW Annual Report ‘The Very Best for Our Passengers’ wins a Bronze award in the 2008 League of American Communications Professionals (LACP) Spotlight Awards’ “Print, Video and Web Communications” competition
DFW Public Affairs wins the 2008 LACP Magellan Award for Crisis Communications during the MD-80 grounding
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Strategic Communications Platform
International Focus
Regional Economic Benefit and Impact
Industry Thought Leadership
Support every DFW Department’s business efforts
“We are a business, not a bureaucracy.”DFW CEO Jeff Fegan; British Airways CEOWillie Walsh; and DFW EVP Joe Lopano at the Heathrow service announcement in London
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International Focus
U.S. - E.U. Open Skies Agreement
London Heathrow Service
KLM/Amsterdam Inaugural
Shanghai Airport Authority Relationship
Founders Plaza Grand Re-Opening
Shanghai Airport Authority announcement in China
DFW CEO Jeff Fegan and Olympic Medalist Carly Patterson and the Founders Plaza Grand Re-Opening
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Regional Economic Benefits and Impact
International Air Service and Cargo
DFW as “Airport City” – Commercial Development
Airport Business Opportunities – M/WBE
Sustainability/Environmental/Energy
Natural Gas ExplorationBill and Adelpha Callejo at the first Chesapeake Energy ‘spudding’
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Industry Thought Leadership
Editorial opportunities
Speeches
Presentations
Talking points and interview messaging
Support every Department’s business efforts
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Community Outreach
Owner Cities Sign/Banner Program
Welcome Home a Hero/R&R/USO
Friends of DFW – former Board members
Community Educational/Outreach Events
International Essay Contest
Holiday Helpers
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Communications Innovations
Use of blogs and website for reputation management Communicate directly to public
Expanded new media capabilities PAD website assets and capabilities –
podcasting Web releases for irregular operations –
communicate directly with passengers
DFW Communiqué Sent to targeted DFW CEO list
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Reputation Management
Weather delays
MD-80 inspections
Executive and Board travel
Executive compensation
Valet Parking controversy
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Public Affairs Deliverables
Annual Report – CD and Online
Quarterly “Dashboard” Reports to Board
Board Briefs
Weekly Activity Report to CEO
Business Diversity Development Department Annual Report
Annual Executive Media Books and Coverage Summary
Executive Communications
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“Other Duties As Assigned”
Media Assists Fallen heroes (police officer, firefighter, troops) Olympian Nastia Liukin Film production requests
Respond to passenger/general public communication Airport Switchboard Forward complaints for resolution Respond to web queries
Host high level, international government and business leaders Canadian Advanced Leadership Program delegation Singapore Air Force and Airport Operations team delegation Uruguayan Airport officials
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FY 2008 Highlights
More than 35 events held
Media Coverage Broadcast: 4891 Electronic: 4378 Magazine: 382 Newspaper: 5097 Other: 2512
TOTAL: 17,260
Other, 16%
Newspaper, 35%
Magazine, 3%Electronic, 24%
Broadcast, 22%
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Issues, Challenges, Opportunities
Highlight DFW success in tough economic times
Engage critical reporters Fight fire with facts Keep Board informed Keep advocates and
stakeholders informed
Focus messaging around new strategic plan
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What's Ahead
Delivery of DFW Annual Report – “Connecting the World”
Madrid Inaugural New service on American Airlines Departure ceremony Media events – DFW and Madrid
Host International Consul Corps for DFW business briefing
NBA All-Star Game and Super Bowl communication planning
Manage/mitigate continued media scrutiny of executive compensation
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Finals Thoughts
“Ken Capps and his staff at Dallas/Fort Worth International Airport… were always among my favorites to work with. Why? They were all former journalists and structured their operations in ways that warm the heart of a reporter wanting access and needing quick deadlines filled.” Benet Wilson, in her goodbye to the Aviation Week Towers & Tarmacs Blog. Wilson will be moving from her general aviation airports beat to the business aviation team at Aviation Week
“In response to [Texas Tech Coach Mike] Leach calling DFW a ‘confusing mess,’ the Airport sent an open invitation to the coach in what seems to be a bit of PR genius.” Chuck Carlton, blogger for Dallas Morning News College Sports Blog
“DFW officials are clearly focused on customer service. They take extra steps such as providing live entertainment during the busiest travel days and making the best of a bad situation when the inevitable massive delays hit (like providing cots to sleep on and things like diapers and baby formula for those who need them). Customer service is a never-ending task for DFW, just as it is for every business. Sometimes Mother Nature shakes things up with some bad storms. Sometimes other challenges arise.” Editorial, Fort Worth Star-Telegram