On 9 January, Sky Prime partnered with Kenyon to host a crisis communications workshop for their newest Malta entity, Sky Prime Malta. Kenyon Crisis Communications Associate Mark Lyons provided the full day of training at their offices just outside of Malta’s capital, Valletta, to five participants, including the most senior member of the team to flight operations, airworthiness manager, ground operations and administration.
The training balanced both crisis communications theory and practice and looked at explaining the fundamentals of media communication within an aviation context. Mark ran a series of mock interviews for all the attendees and they reflected a number of scenarios: an ongoing major air accident, a drone incident and a plane crash in a village that resulted in the loss of life. He conducted face-to-face interviews and ended the session with a mock press conference where some attendees played the role of media while two members of staff represented the company. Mark also discussed the role of social media and it’s impact on the aviation sector. Throughout the training, he used real world examples such as Air Asia, Germanwings and the more recent crashes such as the Malta Airport accident in 2016.
One area of concern discussed at length were the issues that small teams have when they do not have huge back office resources or teams of communications experts. To overcome that, Mark shared that planning and training is key and that having written materials, such as press release templates, created in advance and approved by all involved such as executive management, legal and communications, are invaluable to an efficient response.
"Sky Prime is headquartered in the Middle East; however, about a year ago, they set up operations in Malta to anticipate growth and expansion in that region. While the team working out of Malta is very experienced within the aviation sector, operating a new, young organization comes with its own set of challenges. What struck me was the team’s desire to be trained and get up to speed and think ahead in terms of training and preparation. They have yet to take receipt of their first aircraft but wanted to be in the best shape they could be.”Mark Lyons,