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Community Outreach 59 Table 6-2. Potential message presentation points. Category Points Size and type of facilities Existing Facilities Instrument approaches Type of aircraft served Traffic levels Number of based aircraft Operations Purpose of flight (e.g., business or training) Other communities accessible from airport Number of businesses at the airport Number of jobs and payroll at airport Businesses that rely on the airport for transportation and jobs Economic Impact generated by these businesses Revenue and taxes generated by airport operations Tax dollars returned to the community during development projects Medical emergencies Vocational or flight training Social Impact Military support Emergency response the transportation and economic development asset that the airport represents. These points can be tailored to discuss new generation aircraft that may use the airport, or they can be broadened to cover the airport at large, depending on the audience. Overall, the message should address the questions and views identified during the listening process while promoting the value and pos- itive contribution of the airport to the community. The value an airport provides to the community can far exceed the money generated from the airport. It can be difficult to quantify the value of the airport to a community, although an economic impact analysis is one method to assign a dollar value to airport activity. Therefore, it is important to include examples of activities beneficial to the community. Airports provide a connection to the rest of the world. Defining the physical distances that can be traveled and the different cities that can be reached from the airport enables the airport operator to illustrate the connection between the community and the rest of the world. For example, if a small airport in Montana has enough runway length for business jets to reach Chicago, Illinois, with relative ease, that connection can be a tremendous value that the airport provides for the local community. If that connection can be translated into jobs occurring or supported in the community, it helps members of the general public better recognize the value of the airport even if they are not direct users. Information about aircraft that can use the airport, the airport classification and what that means, as well as the benefits of compatible land use are all valuable details to include in the message. Airports operators need to educate community leaders early and often so that they understand the facility's benefits to the community clearly. This early education can be important to airport operators if and when land use planning and/or zoning changes are needed later on. 6.4 The Medium Determining the most appropriate medium for the message will help dictate how successfully the communication is received. There are several different ways to reach out to the community, as shown in Table 6-3.