The Role of Public Relations in the Airline Industry

5 pages | 1120 words

The airline industry is worth $847 billion USD and employs over 10 million people worldwide. In recent years it has been facing some tough challenges, such as rising fuel prices, increased security concerns and political instability. These have all contributed to a decline in passenger demand and revenues. To combat this, airlines have been forced to cut costs and look for new ways to generate income. One way they are doing this is by marketing themselves more aggressively to attract new customers and increase their market share. Public relations (PR) is the process of building relationships with key stakeholders to create understanding and support for an organisation. It is an important tool that can be used to achieve many different objectives, such as raising awareness, improving reputation or influencing behaviour. In the past, airlines have not placed much importance on PR, opting instead to focus on marketing their product to generate sales. However, in