There are fewer employee groups as challenging to reach than pilots for airlines.
And there are fewer employee groups that can be as instrumental to helping your employee communication efforts succeed.
Part of this is simply because of logistics. Because pilots don’t have “an office” they can be challenging to find, secure time from and be available for one-to-one conversation. A greater challenge, however, can be one of perspective. Airline pilots, because of all they see on the ground and in the air, have been known to believe they know more about running the company than anyone else. They are always good for an opinion, an insight and a good piece of gossip.
At the same time, they can be very important partners in your communication efforts, because of the reach of their work, the authority of their roles and the inquisitive nature of their minds.
So anyone assigned to job to communicate with pilots should keep a few ideas in mind.
Make senior leaders available. Pilots believe they are entitled to have easy access to senior leaders. Many do not handle disappointment well. As you schedule senior leaders, make sure to offer enough face time to pilots so they have the chance, without relying on media, to question senior leaders on business strategy, decision and future plans. Their questions will be informed, detailed and awaiting thoughtful response.
Reach beyond the Intranet and email. Yes, today, most pilots travel with laptops and can easily be reached through conventional Intranet and email communication. But pilots believe they are special and, as such, want special efforts to be made on their behalf. So consider how a pilot’s channel on an Intranet – or a pilot’s community on a social media site – can help pilots absorb and appreciate information that is created just for them.
Approach pilots as an audience as well as a channel. Pilots seriously consider their role as communicators with authority. So each time a plane lands, and a pilot interacts with the ground crew, as well as the flight attendants, they articulate their views with confidence and clarity. So make sure, as you prepare material, to give pilots what they are hungry for, not only as recipients, but also as authentic communicators themselves.
Involve pilots in measuring communication effectiveness. Finally, reach beyond looking at pilots as a destination only; instead look to these critical employees as a fundamental channel in the effort to collect accurate feedback. During my years in the airline business, I always relied upon a small number of senior pilots who, within minutes, could give me an accurate pulse on what people in the company were thinking, simply because they hear and absorb so much.
Good luck with your efforts and, if you have additional ideas or questions, feel free to drop me a line at mark@dmarkschumann.com.
-Mark Schumann
Mark Schumann, ABC, is the immediate past chair of IABC, and the winner of 17 Gold Quill awards. He started his career as the director of employee communications for Frontier Airlines and later, as a consultant for Towers Perrin, worked closely with such airlines as Southwest, Continental, Cathay Pacific, American and TWA. Check out his daily blog at www.acommunicatorsview.com.