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Professional Airways Systems Specialists

Challenge

Immediately after two airline tragedies, TWA Flight 800 and the former Value Jet Everglades crash, PASS called upon Al Rothstein Media Services, Inc. to train its executives, particularly its president, to educate the public and congress on its concerns about airline safety.

These directors had seen the image of the lottery industry suffer tremendous harm from inaccurate media coverage.

Process

PASS is the union of 10,000 engineers and mechanics responsible for the safe operation of air traffic control towers across the country. It also performs safety checks on the planes you and I fly. PASS executives are sought out by reporters, as well as congressional committees.

During those appearances, PASS executives had a tendency to speak in complicated technical terms. They did not have a proper feel for the elements of an effective media interview. Its president needed congressional testimony training, to better understand how to meet the needs of lawmakers during committee presentations. Our training was accomplished by hands-on videotaping sessions, focusing on clear, well-defined “human” messages.

Results

We shaped cohesive strategies with “media friendly” points that got away from technical jargon, and defined the role of PASS through the eyes of the flying public. This led to more media appearances and more opportunities for PASS to express its first-hand concerns about airline safety.