Darias PR Collective

United States airports are currently experiencing disruptions due to government shutdowns. This impacts TSA staffing, leading to dreadful wait times to get through security and creating mixed feelings among traveler’s. This is risky business for PR agents working with airline companies and promoting regional airports.

Katrin Bennhold, a global news journalist for The New York Times, interviewed traveler Dawnrae Oliveira, who stated: “Many people missed their flights. Staff were often just as confused as traveler’s about where to go and what lines were for.” 

What are some ways PR agents can acknowledge these issues while still relieving anxiety among impatient traveler’s? As expenses and shortages increase, what should be addressed so traveler’s anticipating trips abroad can still feel confident enough to fly during this crisis?

I believe that leading with transparency during this period is crucial. PR agents shouldn’t spin the topic; addressing what’s happening in a comforting way is a good way to continue building reputation. If there are disruptions, bringing them up immediately and clearly for all audiences is the best course of action. This should be done through social media, email, and various apps linked to the consumer’s purchase, if necessary.

It doesn’t matter if it seems like overcommunication, because addressing these issues across various platforms is the best way to approach the subject, allowing audiences to have an open platform to discuss questions and concerns. Travel expectations need to be addressed as well, reminding travelers to stay conscientious of what is going on during this period, along with reminders about travel insurance and discussions of off-peak travel times.

Humanize, humanize, humanize. AI-sounding, blunt, and robotic messaging is, in my opinion, the last thing PR agents should resort to. Relating to your audience is a major component in 2026, and this promotes reliability among anxious travelers, whether they pursue their trip or not. “By nurturing these relationships, you’re also putting yourself at the forefront of their minds. Next time they need a quote or an expert source, they’ll seek you (and your client) out first before turning elsewhere for expert sources,” as stated by Forbes Council member Jenna Guarneri.

One good idea could be relaying stories from employees, displaying behind-the-scenes efforts that are currently happening, and sharing customer support wins. Visual storytelling is probably the best way to go at the moment, especially in such a digital age where distressing airport experiences are circulating on social media.

However, one PR trend audiences typically rely on as of late is influencers, but is this a good idea during a crisis like this? Realistically, in my opinion, I am unsure. If it is decided to incorporate travel influencers to appeal to audiences, the messaging needs to be empathetic, not just sympathetic, more of a “tips and tricks” approach that provides realistic travel expectations.

Nonetheless, discussing the state of what is happening in a realistic tone is essential for PR representatives. Dis-acknowledging the hardships caused by the government shutdown will not be taken lightly; it is important to address them directly. Respect and realism are always the best approach.

About the Author

Hi there, I’m Daria, a public relations student at the University of Oregon, columnist and passionate traveler. I’ve worked in Tokyo’s media industry creating and strategising content for international audiences, with a love for how travel shapes communication and storytelling.