Delta Airlines: The Importance of Employee Relations

Maddie Goerl 
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Vice President of Global Employee Communications for Delta Airlines, Gina Laughlin, shared her insights on successfully maintaining strong employee relationships in the airline industry. With captivating stories and impactful career advice, Laughlin inspires young public relations professionals in her PRSSA ICON 2023 Keynote Address. 

She first discusses how many core aspects have changed in the foundations of public relations. She outlines how quickly the speed of things has changed since the pandemic. She discusses how rapidly society moves post-pandemic and the overload of information with an urgency for the media to receive it. She also discusses the rising trust in business professionals rather than politicians and the rapid spread of misinformation. 

Although public relations is an ever-changing field, many aspects of public relations have stayed the same. Laughlin states that public relations continue to provide the “strategic counsel” management function that helps guide business outcomes. She also emphasizes the importance of clear, concise, quality writing and fully understanding your audience regarding time, channel and needs. 

Laughlin urges the importance of brand communications, both internal and external. She suggests that they all relate to one another and, if done correctly, allow for a cohesive brand voice. 

She states at Delta, “ We are guardians of our employee’s attention, giving them the information they need while helping to shape and maintain our culture by deepening the emotional connection employees have to Delta - our purpose, our leaders and each other.” 

She stresses the importance of creating a positive work environment that leaves employees feeling well-equipped to succeed. With increased innovation, productivity, and revenue, Delta’s strong employee-centered culture is apparent. 

With the COVID-19 Pandemic, Laughlin’s efforts for internal communication were imperative to the company and were fundamental to ensuring the safety of employees. She states that during this time, she emphasized the importance of message segmentation and employee feedback. 

Today, Delta continues to honor its employees in a celebratory and purposeful way by establishing online employee profiles, social media highlights and celebrating accomplishments. Laughlin emphasizes the thorough effort put toward employees by her department at Delta.  

Laughlin presented a heartwarming video showing the American Idol winner, Iam Tongi. Tongi is the son of a Delta employee and his father, who recently passed away. The video highlighted the immense support Delta offered to the Tongi family during his American Idol journey. This story shows that Delta is action-oriented in assisting its employees during a difficult time and building a strong support system. 

From maintaining successful internal communications, Laughlin urges the importance of young public relations professionals to stay curious and eager in the industry. She also stresses maintaining solid relationships with public relations professionals, businesses and audiences. She states, “Providing strategic counsel requires a solid grasp of the business and strong relationships. Good relationships take time and intentionality.” 

Lastly, she urges young professionals to expand their knowledge in any way possible. She emphasizes the importance of expanding your network for various career opportunities. She also asks professionals to ask themselves the questions of “What do I need to know about this topic?” and “Do I have that perspective in my immediate circle?”.