Clear, credible communication has become an increasingly important part of effective leadership across the aviation industry. A recent message in NATA’s Member-to-Member series underscores that point by encouraging aviation businesses to approach media engagement proactively, thoughtfully, and with a long-term view.
In the video, longtime NATA member and Charter Committee Co-Chair Andrew Schmertz of Hopscotch Air encourages members to build relationships with local transportation reporters before a challenging issue, public controversy, or breaking news event creates urgency. Early engagement, he explains, can help establish trust, improve understanding, and better position a company to communicate clearly when attention turns to its operations or to the industry more broadly.
A proactive approach to media outreach can be especially valuable in business aviation, where public understanding is not always shaped by day-to-day exposure to the industry’s work. Coverage often surfaces during moments of disruption, local debate, or broader scrutiny, leaving limited opportunity to convey the full scope of aviation’s role and value. Building relationships in advance helps create space for more informed reporting and a more complete picture of how aviation businesses support communities, enable commerce, connect people and places, and uphold a strong culture of safety and service.
Schmertz’s message also reinforces the importance of preparation and discipline in any media engagement. Aviation businesses are best served when they speak clearly, remain focused on the subjects they know well, and avoid speculating beyond their expertise. Coordination with NATA on complex or high-profile issues can further strengthen that effort by helping align company messaging with broader industry advocacy and ensuring that shared priorities are communicated with consistency and purpose.
Equally important is the reminder that the industry should not wait for controversy to tell its story. Aviation businesses have much to contribute to public understanding, from the essential services they provide to the jobs they support and the economic activity they help sustain. Greater willingness to engage with reporters on the front end can help ensure those contributions are more visible and more accurately understood by local communities, public officials, and policymakers.
As part of NATA’s growing Member-to-Member Messaging initiative, the video offers a practical reminder that effective media engagement is not simply about responding well in the moment. Strong communication begins long before a reporter calls. It is built through relationships, reinforced through credibility, and strengthened by a willingness to articulate the value of aviation with clarity and confidence.
Viewed through that lens, proactive media outreach becomes more than a communications exercise. It becomes a meaningful part of industry leadership and a valuable tool in helping aviation businesses speak for themselves and for the broader community they serve.
