In public relations, the highest heights are reached on the ground (and over a cup of coffee)

by Daniele Pernella

The airline industry is, by definition, all about speed. It is a hyper-dynamic sector, driven by algorithms, route optimization, and price wars. But in a market where routes and prices quickly tend to become indistinguishable, the true competitive advantage in public relations is increasingly shifting to an intangible realm: trust.

This is where communication and public relations come into play. Because today, an airline doesn’t just sell flights; it sells reliability, reputation, and the ability to reassure the public, local communities, and stakeholders.

In a market driven by urgency, the real challenge isn’t to be the fastest, but to be the most attentive. At Spencer & Lewis, we know that turning a simple business transaction into mainstream news requires the boldness to shape the news cycle. It’s not about shouting louder than everyone else, but about taking the time to transform a technical detail into a narrative that truly resonates with the community.

Staying relevant in airline public relations means turning technical data into stories that add value to the local community

It is often thought that capturing media attention is a matter of spontaneous timing. The reality is quite different, because the real strength lies in the strategic ability to capitalize on current events to align the brand with issues of social and economic relevance.

Let’s consider the aviation sector, for example, with the launch of a new route from Fiumicino to a country in Eastern Europe: the traditional PR approach would simply involve announcing schedules and fares, resulting in a purely promotional announcement.

The strategic approach, on the other hand, focuses on reputation. That same route is presented in terms of its actual impact, highlighting the increase in local jobs, the strengthened connection to the airport hub, and the services provided to specific communities.

At Spencer & Lewis, we work with this approach in mind: transforming operational data into news that generates reputational value and public relevance.

From a simple messenger to a trendsetter: the strategic significance of the news

For a news story to break out of the trade press and go mainstream, it must be unique. The public relations consultant’s job is to understand the specific significance of this newsworthiness in order to reach the most strategic media outlets. Sending the same press kit to hundreds of contacts is a standard yet outdated practice that only ends up in the trash.

A technological innovation on board shouldn’t be promoted everywhere, but rather targeted at authoritative industry publications; the introduction of pet-friendly policies on flights, on the other hand, finds its perfect audience in lifestyle magazines. Understanding the right angle for the right media is what transforms a news item into a strategic asset. It’s not about getting more coverage, but about securing a presence in the contexts that truly shape brand perception.

The need to “break through the screen barrier” in public relations

To achieve this level of impact, simply pitching via email or phone calls may not always be enough. Journalists are inundated with generic communications, which is why it’s essential to break through the screen barrier using formats such as  Media Breakfasts, for example.

These are not merely social gatherings, but a hybrid space—suspended between the formal and informal spheres—where the brand can physically connect with the media. The human relationship is built through a deliberate process. It begins with a targeted invitation and the prior sharing of topics, is strengthened through handshakes and eye contact, and culminates in the release of high-quality, in-depth content.

We recently witnessed a perfect example of this chemistry: during a media breakfast, a journalist had the opportunity to engage in a lengthy conversation with the airline’s international manager. Although they came from different backgrounds and countries, meeting in person allowed them to “connect.” What was supposed to be an informal chat sparked an extraordinary ripple effect, leading to an in-depth interview, which in turn resulted in the manager being invited to speak at an exclusive industry event.

Reputation is a long-haul journey

Building a brand’s reputation—in the aviation industry as in others—means understanding that the invitation and the interview are just the beginning. True value is forged through human interaction and is reflected in the quality of the resulting content. Our role in public relations is not merely to identify strategic media outlets, but to steer the process so that every message becomes a cornerstone of the company’s credibility. Just as an airplane needs a control tower to fly safely, a brand needs public relations guided by vision, method, and human sensitivity.

Because in complex markets, it’s not the one who communicates the most who wins, but the one who knows how to manage their reputation best.