Advocacy Is Key When You’re Under the Media Microscope

Dec. 20, 2024

As essential as business aviation is to our ability to travel and conduct business, the industry has always had its detractors and share of negative media coverage. 

For the individuals and businesses who choose business aviation and flying private, it is often the best choice from a safety, security, efficiency, convenience, and/or time-savings perspective – among other reasons. But too often, the industry is vilified instead of recognized as one of many valid options on a broad spectrum of transportation options.

In today’s environment, Part 135 charter operators in particular often find themselves under the microscope or in the crosshairs when it comes to unfavorable media coverage or public opinion. In that situation, operators might sometimes feel powerless to control their narrative, but they can learn to take steps to engage in more positive and productive interactions with the media and general public.

Specifically, SPARROW Executive Jets (SEJ) recommends that aircraft owners, operators, and brokers take a more proactive approach to help raise awareness of the benefits of business aviation and private flying, for the benefit of the entire Part 135 community.

A Perception Problem or an Awareness Opportunity?

At least one media outlet, Corporate Jet Investor (CJI), has devoted time and research into providing data and insights on this topic. In 2017, it conducted a study on how people view business aviation, and the findings still hold up today. 

“The majority of people working in business aviation believe their industry has a perception problem: that public does not like business jets,” according to the CJI research study. “In fact, the industry has an awareness opportunity. It is an opportunity to shape the views of people to support the industry and – in a few cases – create new customers.”

Putting such ideas into action, SEJ Chief Executive Officer Jacquie Dalton was honored to moderate a dynamic discussion on the topic of the media and its impact on business aviation at the 2024 NATA Air Charter Summit held earlier this year in Oklahoma City. She was joined on stage by respected panelists Curt Epstein of AIN Media Group, Doug Gollan of Private Jet Card Comparisons, David Rimmer of BlissJet LLC, and Andrew Schmertz of Hopscotch Air, Inc.

Both media and industry perspectives were represented as Dalton and the panelists shared their insights on: 

• Proactive approaches to relay the positive impact of business aviation
• Best practices for communicating the industry’s sustainability achievements and preparedness for emergency response
• The long-term, strategic benefits of relationship-building 

Steps You Can Take Right Now

Operators wishing to be part of the solution in sharing the good news about business aviation and changing the narrative around executive jet charter have a few places to start:

Become an industry advocate – Business aviation advocacy initiatives such as Climbing Fast work to showcase the industry’s many societal benefits, from driving opportunities for today’s workforce, to leading sustainability innovations. Supported by partners such as NBAA and NATA, the campaign provides many useful talking points and resources that operators can take advantage of.

Educate yourself about industry issues – Aviation groups like NATA also provide their own advocacy resources to help raise awareness of the jet charter community’s most relevant issues and priorities, including avoiding illegal charter, proposed regulatory changes to public charter operations, and ethical conduct for general aviation businesses.

Engage locally – Getting involved in state, regional, and local associations – such as the New Jersey Aviation Association and Florida Aviation Business Association, as just two examples – also can provide useful resources and support for operators.

Are you ready for the next time you or your company comes under the media microscope? Ultimately, taking some easy steps to learn and communicate the benefits of business aviation will help ensure you are.