Elevating Airline Public Relations: Leveraging Strategic KPIs for Advanced Brand Perception and Stakeholder Engagement

The dynamic and competitive nature of the airline industry necessitates innovative public relations (PR) strategies to enhance brand perception and stakeholder engagement. This paper explores the transformative role of Key Performance Indicators (KPIs) in refining PR practices within the airline sector. Through a mixed-methods research design combining qualitative insights from in-depth interviews and case studies with quantitative data from surveys of Chief Public Relations Officers (CPROs), the study illuminates the strategic alignment of KPIs with PR objectives and the broader business goals of airlines. The findings reveal that proactive media relations, effective crisis communication, and strategic stakeholder engagement, underpinned by carefully selected and customized KPIs, are crucial for fostering a favorable brand image and robust stakeholder relationships. Additionally, the study highlights the growing importance of digital PR and social media engagement in achieving PR success. Based on these insights, a practical roadmap for CPROs is provided, outlining steps to implement KPI-driven PR management practices effectively. The research contributes to the PR body of knowledge by demonstrating the importance of a strategic, analytical approach to PR in the airline industry, emphasizing the need for continuous monitoring, analysis, and adaptation of PR strategies in alignment with evolving industry dynamics and stakeholder expectations.