Equipping Airbus Alabama: Amplifying Mission-Driven Storytelling
Many Alabamians may not realize that the Airbus U.S. Manufacturing Facility in Mobile is the first commercial aircraft production site for Airbus in the country. As the site has rapidly expanded, so has the need for more company spokespersons. These ambassadors play a vital role in amplifying Airbus’ economic impact, community engagement and workforce development efforts while delivering timely, accurate and compliant information.
In an industry as closely regulated as aviation, every word matters. How do you convey your mission when the stakes are sky-high?
PPR’s
Airbus
Training
Team
Hanlon Walsh, Eliza Heidelberg, Erin Vogt and Cole Lanier
THE 30,000-FOOT VIEW
In close collaboration with Airbus Alabama’s Communications Director, we took a step back to understand the bigger picture. Airbus’ senior leadership team is deeply committed to the facility’s success and cares about their community impact, but they desired more tools, training and practice to impactfully tell the Airbus story to internal and external audiences.
Due to the insight of their communications director, we were brought on as an extension of their team to serve as their trainings guide.
THE PERITUS TRAINING APPROACH
Our team facilitated two days of intensive training for Airbus’ senior leadership team to help support their goals, starting with Vice President and General Manager, FAL USA, Daryl Taylor.
As the main spokesperson, Daryl is a highly visible public figure given Airbus’ significant presence in Mobile. We honed interview techniques, fine-tuned key messaging and conducted rigorous on-camera training, including body language best practices, message delivery, navigating sensitive topics and reviewing each take on video.
The following day, Airbus’ senior leadership team underwent hands-on training to practice responding to difficult questions, whether asked by a community member or reporter. They practiced these responses under the pressure of a camera and studio light until each felt more comfortable responding consistently, while reinforcing their relationship with the inquirer.
Throughout the course of the training, one topic was identified that each spokesperson could most passionately and appropriately speak about, giving their communications director additional specialized subject matter experts.
We also staged a crisis simulation, replicating the urgency of a real-life situation with high stakes. The team developed a threat matrix, practiced response strategies and crafted holding statements using a trusted formula.
Armed with practical tools, messaging consistency and extensive practice, they left with a sense of readiness to clearly communicate Airbus’ mission to multiple audiences through different channels of communications.
Some of their most memorable takeaways included “We own the message,” and “Slow down to ensure the desired story is told in the best way.” And of course, “Don’t be afraid of the bump and run,” one of our go-to media training techniques for controlling the narrative.
“Our leaders were extremely pleased with the experience. All of them commented on the relevance of the material, how professionally it was executed, the great use made out of the time we had, how comfortable you made them feel in front of the camera... I could go on and on. It could not have been a better experience. Thank you.”
— Teckie Hinkebein, Airbus Alabama
GAINING ALTITUDE
Media preparation isn’t normally an exercise people look forward to with anticipation, but our participants leave feeling confident and even more invested in amplifying their organization’s mission. Wouldn’t you sleep more soundly at night knowing you can represent your organization as the ultimate brand ambassador?
Visit the Peritus Trainings Guide next week to learn the best practices and techniques you can apply to your next interview.