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Suggested Citation:"Chapter 6 - Community Outreach." National Academies of Sciences, Engineering, and Medicine. 2009. Airports and the Newest Generation of General Aviation Aircraft, Volume 2: Guidebook. Washington, DC: The National Academies Press. doi: 10.17226/14300.
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Suggested Citation:"Chapter 6 - Community Outreach." National Academies of Sciences, Engineering, and Medicine. 2009. Airports and the Newest Generation of General Aviation Aircraft, Volume 2: Guidebook. Washington, DC: The National Academies Press. doi: 10.17226/14300.
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Suggested Citation:"Chapter 6 - Community Outreach." National Academies of Sciences, Engineering, and Medicine. 2009. Airports and the Newest Generation of General Aviation Aircraft, Volume 2: Guidebook. Washington, DC: The National Academies Press. doi: 10.17226/14300.
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Suggested Citation:"Chapter 6 - Community Outreach." National Academies of Sciences, Engineering, and Medicine. 2009. Airports and the Newest Generation of General Aviation Aircraft, Volume 2: Guidebook. Washington, DC: The National Academies Press. doi: 10.17226/14300.
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Page 61
Suggested Citation:"Chapter 6 - Community Outreach." National Academies of Sciences, Engineering, and Medicine. 2009. Airports and the Newest Generation of General Aviation Aircraft, Volume 2: Guidebook. Washington, DC: The National Academies Press. doi: 10.17226/14300.
×
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Page 62
Suggested Citation:"Chapter 6 - Community Outreach." National Academies of Sciences, Engineering, and Medicine. 2009. Airports and the Newest Generation of General Aviation Aircraft, Volume 2: Guidebook. Washington, DC: The National Academies Press. doi: 10.17226/14300.
×
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Page 63
Suggested Citation:"Chapter 6 - Community Outreach." National Academies of Sciences, Engineering, and Medicine. 2009. Airports and the Newest Generation of General Aviation Aircraft, Volume 2: Guidebook. Washington, DC: The National Academies Press. doi: 10.17226/14300.
×
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Page 64
Suggested Citation:"Chapter 6 - Community Outreach." National Academies of Sciences, Engineering, and Medicine. 2009. Airports and the Newest Generation of General Aviation Aircraft, Volume 2: Guidebook. Washington, DC: The National Academies Press. doi: 10.17226/14300.
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Page 64

Below is the uncorrected machine-read text of this chapter, intended to provide our own search engines and external engines with highly rich, chapter-representative searchable text of each book. Because it is UNCORRECTED material, please consider the following text as a useful but insufficient proxy for the authoritative book pages.

6.1 Introduction New generation GA aircraft provide both opportunities and challenges for airport operators in community outreach. The press generated by these aircraft has raised the awareness of GA. The goal of the airport operator’s community outreach program should be to use this awareness to formulate a positive message for the airport. This is especially important for communities in which these aircraft represent first-time business jet operations. A well thought out communi- cation and education program is important to managing community expectations and fostering good relationships with the community. Community outreach is not only a way to educate the public on new generation aircraft, but an opportunity to remind the public of the airport and its important role in the community as a transportation and economic development asset. It is an opportunity to build good will for the airport. There are four key components in a community outreach program: audience, message, medium, and timeframe. If there is no existing community outreach program, it may increase the responsibility of an airport operator; however, protecting the airport and promoting its future may be one of the most important roles of the airport operator. A community outreach program does not need to be expensive, but it does require some effort. The three main reasons to undertake a community outreach program are as follows: • Inform and Educate. Increase better understanding of the value of the airport to the commu- nity; inform the community about new generation aircraft characteristics; and obtain com- munity support for the airport and users. • Gather Information. Gather information about local needs and concerns. • Establish Credibility. Establish the airport operator as a credible resource; build good will for the airport by establishing a reputation of being fair and honest. 6.2 The Audience In a community outreach program, it is important to build as many bridges as possible between the airport and those people and organizations in the community that can influence the airport’s success. The potential audience is broad and should cover the airport’s catchment area discussed in Chapter 3. Table 6-1 identifies potential audience groups. When reaching beyond the airport users, local civic associations can be a good place to start because many hold regular meetings and may be in need of speakers. Along with the target audiences, the airport operator may find that there is an airport oppo- sition group. Opposition groups should not be excluded from community outreach efforts. 57 C H A P T E R 6 Community Outreach

However, because it is difficult to change a negative viewpoint, most effort should focus on the broader segment of the population, who along with existing airport supporters, can generate support to overcome opponents. 6.3 The Message Before formulating the message, it is vital to listen to the community and be aware of perceptions (positive and negative) about the airport. The goal of community outreach is to make the airport’s value known and identify positive events that otherwise may go unnoticed. The message for an airport will vary based on the current and past community outreach program. At airports with a limited or non- existent community outreach program, the spread of new generation GA aircraft can provide a reason to increase awareness and inform the community about the airport. The message should be factual and centered on the local airport. Aviation jargon should be avoided where possible, but it is also important not to speak down to the audience. Table 6-2 identifies potential discussion points to include in the message to inform the community about 58 Airports and the Newest Generation of General Aviation Aircraft Key Community Outreach Questions What do people outside the airport fence know about the airport? Do they even know it is there? What do people believe the airport offers the community? What are the goals of the community and how does the airport fit within those goals? Are community members aware of new generation aircraft, particularly VLJs? If so, do they have concerns about noise or other issues? Source: Aerofinity, Inc. Audience Examples Purpose of Outreach Users Tenants, pilots associations, EAA Chapters, Civil Air Patrol • Create informed spokespeople • Remind users to be good neighbors Community Organizations Civic, service, and fraternal organizations, such as the League of Women Voters, Kiwanis Club, Optimist Club, Rotary Club, American Legion, Lions Club, Elks Club, Jaycees, Knights of Columbus, Shriners Club, Veterans of Foreign Wars (VFW), and neighborhood associations • Increase knowledge and understanding of the airport • Develop support for the airport Business Community Chamber of commerce, economic development associations, merchants associations, and businesses that benefit from serving airport users • Develop informed supporters Elected Officials Local, state, and federal elected officials. Some local officials may be in an oversight capacity; others may be able to help promote the airport or pursue funding for improvements • Develop support for the airport Land Use Planners Zoning Commission and Area Planning Commission members, MPOs • Make the airport part of the planning process • Develop support for the airport Media Local TV, radio, and newspaper reporters • Become a known entity and a potential press liaison Educational Organizations School groups, scout troops • Nurture aviation interest • Promote the benefits of GA • Reach out to potential future users Table 6-1. Potential audiences.

Community Outreach 59 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. stnioPyrogetaC Existing Facilities Size and type of facilities Instrument approaches Type of aircraft served Operations Traffic levels Number of based aircraft Purpose of flight (e.g., business or training) Other communities accessible from airport Economic Impact Number of businesses at the airport Number of jobs and payroll at airport Businesses that rely on the airport for transportation and jobs generated by these businesses Revenue and taxes generated by airport operations Tax dollars returned to the community during development projects Social Impact Medical emergencies Vocational or flight training Military support Emergency response Table 6-2. Potential message presentation points.

6.4.1 Presentations Presentations can be a low-cost method to reach a broad community audience. Public speak- ing can be intimidating, so it is important to prepare. Some guidelines for a good presentation follow: • Know the audience and the material. • Dress appropriately. • Speak slowly and with conviction, enunciate clearly, and establish a rapport. • Project voice as needed. • Be conscious of body language. • Use visual aids as enhancements—ensure that all equipment is set up and working prior to the presentation; have a backup plan if there are technical difficulties. • Make sincere eye contact—look straight into the eyes of a person in the audience for 3 seconds at a time. • Bring notes, but do not read from them for extended lengths of time. • Pause to allow the audience time to reflect and an opportunity to think. • Have handouts ready and distribute them at the appropriate time. • Listen to audience questions, respond to audience reactions, and adjust and adapt to the mood of the audience. • Know when it is time to stop talking. 6.4.2 Media Relations Local media may be interested in various airport-related activities. When dealing with reporters, it is important to establish a relationship and credibility and assume everything said or written will be printed. The best time to get to know the media is before there is a problem or crisis. Tips for establishing a beneficial relationship with the media follow: • Identify which newspapers or stations are good vehicles to communicate the message. • Identify which section of the paper or broadcast is appropriate for the message. • Identify editors or reporters of that section or segment of the broadcast. • Visit editors or reporters and get to know these individuals—establish a relationship, introduce them to the airport, and be sure to have relevant information available. 60 Airports and the Newest Generation of General Aviation Aircraft elpmaxEdohteM Attend Meetings Planning Commission, Zoning Board Make Presentations Formal and informal presentations to the Planning Commission and Zoning Board Personal Meetings Meetings with elected officials and/or the media Invite them to the airport, and keep them informed Be a resource for them to respond to constituents or readers/viewers Generate interest in the airport Give Interviews Local newspapers, radio stations, and TV stations Handouts Brochures, pamphlets, flyers, etc. Arrange Events Static displays of aircraft, airport anniversary celebrations, military reserve days, air races, fly-in breakfasts, dedication of new buildings, youth group activities, career days, student art showings, warbird displays, airport days, airport tours, etc. Press Releases About any of the above events Newsletters Keeps tenants informed Use as an outreach tool Website Make airport facts readily available Post press releases Table 6-3. Potential methods for community outreach.

• Establish credibility—be honest and accurate, do not dodge controversy, avoid “no comment” responses, and return phone calls or emails promptly (remember that emails may become public). • Assume everything that is said or written will be printed. • If caught off guard by a question, provide a response as soon as the issue has been adequately researched and studied. Depending on the news, a press release may be a more appropriate way to get the message out to the community. A press release needs to be well written and concise—tips follow: • Send in the release in advance of an event (at least 3 days). • Provide a short summary at the top of the document. • Put the most important information in the first paragraph. • Keep the entire document to a single page. • Use short sentences and simple language. • Write in the active voice. • Provide contact information. 6.4.3 Aviation Events An aviation event may be a way to invite the community to the airport and get the message out. It may also provide an opportunity to partner with local community groups in support of other organizations, such as a charity fundraiser. If some new generation GA aircraft are based at the airport, it might be appropriate to organize an “airport awareness day” around them. Events must be properly planned and executed if they are to be effective communication tools. A lot of work goes into a successful event, beginning with establishing a clear purpose. Some tips for event planning follow: • Understand the purpose of the event. • Set the goals for the event (e.g., number of people to attend and what attendees are expected to gain from it). • Set an event budget and date. • Select a location on the airport—consider capacity, lighting, parking, electrical supply, and restrooms. • Set up a project timeline with tasks that must be accomplished by specific dates. • Make an official announcement of the event and notify the media. • Prepare and print promotional materials (e.g., brochures and invitations). • Select a caterer, entertainment, and/or photographers if needed. • Determine audiovisual needs. • Review and sign necessary contracts. • Finalize the agenda/program. • Confirm with attendees. • Prepare materials for the event (e.g., name badges and signage). • Determine if any special licenses or permits are needed. • Determine if traffic control is needed. 6.5 Timing of Community Outreach The best time for community outreach is before it is needed. Develop airport allies in dif- ferent groups, including community leaders, community members, and the media. Reach out early and often. Community support often comes from understanding and acceptance. Airport operators who only approach their communities when they need something usually find opposition. Operators who communicate regularly usually find support or at least a Community Outreach 61

willingness to work with the airport. It is important to commu- nicate regularly with community leaders, community members, and the media, even if it only involves updates to information already provided. Examples of these types of communication follow: • Making annual reports available without the local media having to ask for them. • Asking local newspapers to run airport information articles. • Regularly providing positive press releases. • Regularly making presentations to local business and community organizations. 6.6 Addressing Specific Issues It is important to be proactive in addressing specific issues that may arise. Although it may not be feasible to resolve the issue immediately, demonstrating an understanding and willingness to work with the community is important to generating good will. If the airport operator is undertaking a development program, it is important to build on the existing community outreach pro- gram to address the project specifics. A common issue at many airports is noise. One of the advantages associated with new generation GA aircraft is the opportunity to publicize their small noise footprint. As discussed in Chapter 2, these aircraft are quiet—in fact VLJs have noise characteristics similar to (or better than) other existing small piston and turboprop aircraft. Airport operators need to be careful when addressing the issue of noise. It is important to address existing community noise concerns, but it is not desirable to generate new noise concerns. The FAA has a program through FAR Part 150, Airport Noise Compatibility Planning, that can be used to address noise issues; but if an airport does not have significant noise issues that can be addressed through undertaking a Part 150 study, it will not be a benefit. There is a difference between a high level of operations with a consistent noise level and localized complaints from a few individuals about a small number of aircraft or operations. Addressing a few localized complaints can be handled by trying to identify the aircraft in question. If possible, talk to the pilot to determine if the aircraft can be operated in a more community-friendly manner. Some airport operators have also established preferred departure procedures. Although these procedures may be voluntary, they can help pilots be better neighbors by directing departures away from the most noise-sensitive areas or having the aircraft climb higher before flying over noise-sensitive areas. An airport operator can also take steps to minimize noise complaints by owning the RPZs and other protective areas beyond the end of the runway, as described in Chapter 5. Also, it is important for the airport operator to work with the community to establish compatible zoning/land use near the airport to try to reduce the level of noise-sensitive development near the airport. The level of surrounding community interest in aviation noise is one factor that can be used by an airport operator to identify an appropriate noise program. For example, the Boca Raton Airport Authority in Florida has a Noise Abatement Program designed to mitigate aircraft noise and educate the public on the procedures used to operate a noise-sensitive airport. Through 62 Airports and the Newest Generation of General Aviation Aircraft Hosting an Event The Indianapolis Airport Authority took advantage of a relationship with an Eclipse 500 VLJ owner and invited him to fly the aircraft to a reliever airport for a luncheon event. Elected and local community leaders and media representatives were invited to a lunch at the airport, so they could experience the capability of the airport to support busi- ness jet aircraft and the low noise level of the Eclipse.

this program, average noise levels have been compiled to use as an educational tool. Figure 6-1 (a page from a presentation made by the Authority) shows that the Eclipse VLJ has a smaller noise footprint than a King Air 350, a common turboprop, both in terms of the highest noise level (Lmax) and cumulative acoustical energy (SEL). 6.7 Summary Community outreach should be an ongoing and proactive effort by the airport operator. The spread of new generation GA aircraft provides an opportunity to share good news about general aviation with the community. Depending on the airport, it may also provide the opportunity to discuss the ability to improve or enhance the services provided by the airport for the community. A community outreach program should focus on developing an understanding of the airport and its value within the community at large, before support is needed. This chapter has provided basic guidance on the potential audience, message, medium, and timeframe. Given that each airport and community is unique, the airport operator is the most knowledgeable to take the information from this chapter, assess the current community outreach program, and develop and implement a new program or improve and enhance an existing program to address the challenges and opportunities presented by new generation GA aircraft. 6.8 Helpful References and Resources APTA, Public Transportation: Wherever Life Takes You, http://www.publictransportation.org/default.asp. This site is designed to better inform the public about the benefits and importance of public transportation. Under the Transit Systems tab, there is a link to transit systems to airports. Airport Owners and Pilots Association (AOPA), Airport Support Network, http://www.aopa.org/asn/. AOPA represents the interests of individual aircraft owners and pilots. The Airport Support Network is a program Community Outreach 63 Source: http://airquality.ucdavis.edu/pages/events/2008/flying_presentations/BUCK.pdf. Presentation by Russell Buck, Boca Raton Airport Authority, 2008 US Davis, Symposium on Aviation Noise & Air Quality. Figure 6-1. Example aircraft noise levels at Boca Raton Airport.

made up of AOPA members who volunteer as a representative at each airport to promote, protect, and defend community airports. AOPA Online, Guide to Obtaining Community Support for Your Local Airport http://www.aopa.org/asn/ airportpr/. This guide provides suggestions for developing a public relations program for an airport. FAA Advisory Circular 150/5020-1, Noise Control and Compatibility Planning for Airports, http://rgl.faa.gov/ Regulatory_and_Guidance_Library/rgAdvisoryCircular.nsf/0/f4fae43a49d9f2fe86256c720077ad35/$FILE/ 150-5020-1.pdf. This advisory circular provides guidance for noise control and compatibility planning for airports under FAR Part 150 and the Aviation Safety and Noise Abatement Act of 1979 (ASNA). FAA Advisory Circular 150/5050-4, Citizen Participation in Airport Planning, http://rgl.faa.gov/Regulatory_and_ Guidance_Library/rgAdvisoryCircular.nsf/0/8290f2506b1ab49086256c690074e645/$FILE/150-5050-4.pdf. This advisory circular provides guidance for citizen involvement in airport planning. It is intended as a guide for airport sponsors, planners, and interested citizens in achieving citizen participation in airport planning studies. FAA, Community Involvement, http://www.faa.gov/about/office_org/headquarters_offices/aep/planning_toolkit/ media/VI.A.pdf. This manual is designed to provide practical guidelines for involving the community in various aviation planning situations. 64 Airports and the Newest Generation of General Aviation Aircraft

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TRB’s Airport Cooperative Research Program (ACRP) Report 17: Airports and the Newest Generation of General Aviation Aircraft, Volume 2: Guidebook is designed to help airport operators assess the practical requirements and innovative approaches that may be needed to accommodate these new aircraft. ACRP Report 17, Volume 1 explores a forecast of anticipated fleet activity associated with the newest generation of general aviation aircraft for 5- and 10-year outlooks.

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