Dallas Fort Worth International Airport Public Affairs Briefing for

Dallas/Fort Worth International Airport Public Affairs Briefing for U. S. State Department Communicators Ken Capps, APR Vice President of Public Affairs April 2009

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 2

DFW Public Affairs: How We Do It § Media Relations § § § Community Relations § § § Interviews/Messaging Story Placement Press Releases Media Events Owner Cities Program (Signs/Banners) Scholarship Programs Educational Events Public Contact (Tours/Fairs) Communications § Annual Report/E-Newsletters § Switchboard § Daily Media Clips 3

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 4

Our Mantra § Quick communication is essential § Be strategic in response § Be transparent § Protect sensitive details § Be consistent § Demonstrate empathy, customer care and Airport professionalism 5

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” 6

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 7

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 CEO Willie Walsh; and DFW EVP Joe Lopano at the Heathrow service announcement in London 8

International Focus § U. S. - E. U. Open Skies Agreement § London Heathrow Service § KLM/Amsterdam Inaugural Shanghai Airport Authority announcement in China § Shanghai Airport Authority Relationship § Founders Plaza Grand Re. Opening DFW CEO Jeff Fegan and Olympic Medalist Carly Patterson and the Founders Plaza Grand Re-Opening 9

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 Exploration Bill and Adelpha Callejo at the first Chesapeake Energy ‘spudding’ 10

Industry Thought Leadership § Editorial opportunities § Speeches § Presentations § Talking points and interview messaging § Support every Department’s business efforts 11

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 12

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 13

Reputation Management § Weather delays § MD-80 inspections § Executive and Board travel § Executive compensation § Valet Parking controversy 14

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 15

“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 16

FY 2008 Highlights § More than 35 events held § Media Coverage § § § Broadcast: 4891 Electronic: 4378 Magazine: 382 Newspaper: 5097 Other: 2512 TOTAL: 17, 260 17

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 18

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 19

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 neverending 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 20