PUBLIC RELATIONS ISSUES: NEW MARKET DEVELOPMENT IN THE UNITED STATES BY FOREIGN AIRLINES
This research examines public relations issues involved in the development of new markets in the United States by foreign airlines. Public relations objectives within this context are not limited to potential consumers of airline services. As the opportunity to develop mew markets in the United States is largely controlled by bilateral negotiations for landing rights between the United States federal government and foreign governments, public relations objectives for foreign airlines desiring to develop new markets in the United States also are directed at American policy makers at the federal level, and at American industries and communities that may benefit from such market expansion. Public relations objectives also must include a cultural education component once landing rights to new American market areas are obtained. The culturally-related public relations objectives must be directed toward persuading American consumers that Asians are honorable people with whom to do business.
The examination of the public relations issues involved in the development of new markets in the United States by foreign airlines focuses on the situations of two foreign airlines-- China Air, which is based in the Republic of Taiwan, referred to popularly in the United States as Taiwan, and Japan Air Lines (JAL). In concept, however, the issues addressed in this research are applicable to all foreign airlines seeking to develop new markets in the United States.
Public Relations Issues Involving American Consumers of Airline Services
Safety is a major issue for American consumers of airline services in relation to foreign air carriers, because Americans are concerned that safety requirements observed by foreign airlines may be less rigorous than those imposed on American airlines by the Federal Aviation Administration (FAA). This concern is especia...