Develop a strategic scheme for an airline that has experienced a sharp decline in its net bookings over the past year. The objective is to use public relations to reverse the trend and increase net bookings in a defined time period (read Blakeman text, ch. 8). As a take-off point, communications must be proactive and reassuring to allay consumer fears by providing information about public health safety procedures on the airlines part. The strategy will include a selection of a target market and provide a rationale for the selection. Message content should be focused on issues that minimize resistance to airline bookings, and on benefits that customers will be receiving. Programs that create goodwill should be part of the strategic blueprint. Communication visuals should be programmed into the strategy. Customer service should be revisited, improved, and made known. Media planning (websites, social media, mobile applications, e-mails, etc) is an essential element, including opportunities for two-way communications.