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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.
