b'74 INDUSTRY INSIDEREmpathy is Key to Effectively Workingwith the MediaSkilled external affairsProjects, I help promote the stories professionals are equal partsand visions behind Los AngelesJessica Merritt communication experts,International Airports $30 billionis director of trend analysts and matchmakers. WeCapital Improvement Program, one ofCommunications for LAX Development work in-house and with clients to craftthe largest and most complex airportProjects, the largest messaging, identify how topics fit intotransformations in the world. LAX ispublic works program broader local, regional and internationalowned and operated by Los Angelesin the history of Los Angeles. She conversations, and find the bestWorld Airports, a proprietary, revenue- specializes in architecture, culture placements for our stories. And all of thisgenerating department of the city of Losand aviation external affairsand is happens while constantly adjusting to anAngeles. This makes me a public servantpassionate about promoting the value ever-changing media landscape that iswho works to bring value to LA and itsand impact of design through the stories influenced by the 24-hour news cycle andtaxpayers.and visions behind projects. emerging technologies.With an extensive list of collaborators This is not easy work, and throughoutrequired to make city architecture anda complementary fit, members of the my career, I have observed theinfrastructure initiatives a success,media appreciate that you took the personality traits that make someonefostering team alliances must be donetime to understand the ethos of their excel in the industry. The best inthoughtfully and with intention. Empathywork and how you can support it. Like the business are voracious mediaallows for a better understandingyou, these folks also have challenging consumers, both on and off the job.of the driving forces behind eachjobs, often with non-traditional hours, They are risk-averse, but still havepartners objectives and helps definetight deadlines and limited support an experimental mindset. And mostcollective wins. So when a marketingstaff. Make both of your lives easier importantly, they lead with empathy.and communications strategy takesby thinking through the needs of their Perhaps considered a soft skill byshape, it is simple to arrive at a sharedpublication and their audience, and some, there is great power in empathy.vision that all participants embracedetail what you are offering with clarity With it, you can understand the needsbecause their individual needs haveand warmnessyou are in this together, of others and be acutely aware ofbeen acknowledged and accounted forafter all. what inspires them, allowing you tofrom the start. And when differencesIf you leave a good impression, they find throughlines and solutions to yourof opinion arise, empathy lets the teamwill likely return the favor because when respective ambitions. get back on track by cultivating activeyou bring value and respect, you alsoEmpathy, compassion andlistening and creative problem-solving.build trust; and members of the media authenticity are not just buzzwords thatOnce shared buy-in is establishedtake notice. Editors and journalists will came out of pandemic culture-buildingamong an internal project team, abe more likely to open your emails, take retreats. They are real leadership stylescritical next step is thinking empathicallyyour calls and even reach out to you that belong in the workplace becauseabout the media outlets, editors andwith their ideas for stories.they yield results. I learned this whilejournalists who are equal partners inAs external affairs teams and their working for arts nonprofits when thethis work. What is their mission? Whatpartners prepare for a successful year effects of the late 2000s Recession weretypes of stories do they tell and howahead, I hope they will consider the still being felt; and now, almost a decadedoes your message aid in their work?importance of empathy and how it can and a half later, practicing empathy isIf you find yourself struggling to identifyhelp them achieve the media relationships non-negotiable. a common purpose, the media targetand coverage they seek.In my role as the director ofyou have identified is not the right Communications for LAX Developmentone. Alternatively, when you do find March | April 2024AirportImprovement.com'