The PR Studio

It is astonishing and bewildering to me that an organization whose tagline is “Your Safety Is Our Priority” consistently suffers such a bad rap in the court of public opinion. The Transportation Security Administration (TSA) is a frequent flyer when it comes to sensational news stories resulting from viral YouTube videos condemning TSA employees for performing their critical safety function.

Nightly news often features stories of various cell phone videos capturing the TSA’s daily efforts required at airport security checkpoints which includes the often tedious and thorough examination of individuals in an attempt to evade a reoccurrence of a terrorist attempt.  The fact is we live in a post 9/11 world and have experienced the likes of nefariously enterprising individuals who have packed explosives inconspicuously in their shoes and underwear in relentless and evil attempts to keep our loved ones from safely arriving at their destinations. TSA agents have an awesome responsibility to ensure free world travel and yet they are somehow the subject of ceaseless public second-guessing and demonizing.

Many of us recently watched the YouTube video of the young, disabled boy being searched by a TSA agent at a security checkpoint en route to his family vacation to Disney World. Television news outlets voraciously reported on the encounter which was filmed by the child’s father. As a result, the TSA suffered days of negative press and unfavorable editorial content in the wake of the video. I closely watched the video and observed a kind and gentle TSA agent making every effort to comfort the child throughout the security process. News reports seemed to largely acquiesce that the TSA agent was congenial, however, reports still perpetuated the suggestion of inappropriateness. The child’s father participated in a media interview questioning the actions of the agent and condemning the process. The child was visibly confused by the encounter and clearly seeking the guidance of reaction from his father. The father can be heard in the background of the video making a half-hearted attempt to alleviate concerns by telling the little boy not to be nervous by the “weird” process. Did it ever occur to dad that his child was intuitive enough to sense an issue based on the father’s awkward recording of the situation? The little boy was clearly an intelligent child who was demonstrating a hyper-awareness of what was occurring around him including his father putting a cell phone recording device in his face.

This brings me to the TSA’s PR problem. Immediately following this incident, I curiously perused the TSA’s website. I was impressed to see that the TSA addresses the issue of security expectations for parents traveling with disabled children. Kudos to them for their proactive measures in this matter. However, I did observe the TSA site to be overall cumbersome and outdated. Some relatively simple improvements to the site could go a long way and insulate the organization during the next crisis.

I believe it is incumbent upon parents or guardians to prepare their child for the security process when traveling. It would be my suggestion that the TSA provides a simple and short instructional video on their website with the participation of a child psychologist that offers parents some age-appropriate tips to prepare their child for the anticipated and necessary security process at airports. Then the TSA should aggressively promote that video and its efforts to provide parental instruction via traditional and social media. By doing this the TSA will accomplish two important goals 1. clearly assign the responsibility of the child’s travel preparation to the parents 2. to provide the TSA with a consistent and accessible response that can be easily disseminated over social media and traditional media when the next YouTube video goes viral. This will prevent the TSA from having to respond to each and every new YouTube video individually. Over time it will begin to neutralize coverage to an extent.

In addition, although this may seem elementary, I suggest that the TSA designate a portion of their marketing budget to some child- friendly swag. Post security search why not provide a child with a sticker or some “prize” of sorts that designates the successful completion of the security process. It works at the dentist office why wouldn’t it work at the TSA? I bet TSA could even get a corporate sponsor to provide the trinkets not dissimilar to a “Happy Meal” type of surprise that often promotes the latest upcoming Disney feature film.

If I were a glass-half-full type of person, I might say that this phenom of criticizing TSA is a sign that Americans are beginning to heal from the devastation and heartbreak suffered by all on September 11, 2001. However, healing should not be synonymous with forgetting. The sad reality is that over-zealous security checks are still and forever in our best interest and that is not the TSA’s fault but rather their responsibility.

The TSA is in the unenviable position of not being able to combat these public relations upsets by publicizing incidents or intelligence that might frighten us away from travel. Instead, they take the criticism with humility and promise to investigate and improve their protocols and procedures.

After a recent Aruban vacation, my boyfriend and I were surprised but thankful by the multiple checkpoints required upon our return home. Although like many around us, we were tired, sunburned and ready to return we faced numerous lines and required patience to wind slowly through customs and security. At times we were inclined to feel frustration but took turns giving one another reassuring acknowledgments that the delays were to our own benefit. I am grateful that my loved one and I returned home safely and without incident thanks to the care and concern of TSA. I only hope that the slings and arrows that they suffer from viral YouTube videos do not pressure them into relaxing security measurements. I believe a comprehensive and thoughtful campaign to highlight their strengths and obligations can do much to neutralize the gratuitous and sensational criticism.