Most airlines have strong public relations departments because it is important that they project the best possible public image. Public relation is more than telling the boss's story, however. An important part of the job is to understanding the concerns and attitudes of customers, company employees, politicians, and other "publics" and conveying this information effectively to the management.
Ms. Barrett introduced us to Tony Romano, director of public relations, who is responsible for coordinating all of the departmental activities and acting as a go-between, or liaison, between the department and other groups in the company.
"Let me take you around the office," he said, "and quickly point out the various functions and responsibilities. Bear in mind, though," he warned us, "no two airlines organize their public relations departments alike, although we all do pretty much the same things."
We stopped at the door to an office on which there was the title: Manager of Press Relations. The office was dark, indicating that the manager was away.
"This person is responsible for maintaining the best possible relations with the press, which entails cultivating a friendship with the aviation editors of leading newspapers and magazines because when the top management wants to get a message to the public, we must rely on these editors to accept the story and print it. Furthermore, when bad news gets into the newspapers-an accident, an unfavorable government report, a lawsuit-it is helpful to have editors who will report the event truthfully and perhaps come to us for additional facts or an explanation, rather than slant the story against us."
We moved on to the next office in which a woman was busy at her typewriter. After a brief introduction Mr. Romano explained that the duties of this special features editor were to prepare original news stories about women flight attendants, women reservations agents, and other female employees. "What she writes will be of interest to editors of women's pages in newspapers and magazines," he said. "She is also available for consultation when a writer needs information for an article or book about airlines or airline personnel."
After chatting with this editor we continued our tour, talking briefly with a research worker who prepares material for outsiders or employees who need special information, another woman who handles all the contacts with employee organizations, a man who edits a weekly newsletter for employees, a speechwriter who does nothing but write speeches for members of the management, a woman who spends all her time arranging for publicity tie-ins (such as having a picture of the company's planes displayed on a box of cereal), an office manager who somehow keeps the busy office functioning, and several stenographers and secretaries who work for the various members of the department.
"Everyone here is busy telling others about our airline," Mr. Romano observed, "but when there is an accident, our public relations machinery goes quickly into reverse. Then, instead of trying to obtain attention, we do all we can to tone down newspaper, radio, and television coverage of the disaster. Accidents are front page news; we can't keep the stories out of the newspapers, but we work with the press to do every-thing possible to see that the stories are accurate and free from rumors or sensationalism."
At such times all members of the department may work steadily for a week or longer with little sleep as they answer questions, assist families of the injured or deceased, obtain obituaries of the dead, and handle a thousand unexpected problems which invariably turn up.
In some companies one or two employees may comprise the entire public relations staff while in others there may be a dozen or more employees. There is wide variation in the ways that companies handle their public relations. Most of them try to cooperate with the public and the press to the best of their ability. However, there have been and still are some company executives who will reply: "No comment," when asked a question about a sensitive matter.
A recent survey revealed that "probably two-thirds of the public relations employees had no course work in the field." Nevertheless many men and women enter the public relations practice directly from college, and a college education is considered necessary to succeed in this field. Good training for one interested in making this a career may be obtained at a school of journalism or public relations. According to a guide issued by the Public Relations Society of America, the person interested in entering public relations should focus on liberal arts and humanities with some courses on public relations and communications. It is also still possible to obtain some newspaper background after graduation and then switch to public relations.
Prospects for a successful career in public relations are greatest for those who have prepared themselves adequately in college.
SECURITY
The door to the security department was locked; investigators were out in the field and the department head was elsewhere in the building.
"Airlines have security problems the same as other companies," Ms. Barrett told us. "We employ guards at airports, hangars, offices, in fact wherever there is need to protect people, equipment, or property from criminal activity. Warehouses and loading dock areas where air freight and mail are stored and transferred to and from trucks also need protection."
She then explained that some companies contract with agencies like Pinkerton or Holmes for their guards while others hire their own. Retired policemen and military personnel are often sought, but it is not unusual for young men and women without prior experience to be hired and trained for security positions.
In many companies the term security includes another, but different function: auditing all the company accounts. This involves examining all records pertaining to ticket sales, cash accounts, and other corporate financial records to make certain that the accounts are accurate and that money has not been embezzled by dishonest employees or outsiders. Expert accountants are hired for this job, men and women who have majored in accounting at college and have had prior financial experience. Sometimes former FBI agents are also employed.
