Just a few days away from one of the busiest travel holidays of the year, the Transportation Security Administration (TSA) found itself in a public relations war. At issue are the new full body scanners and the pat downs you’ll experience if you choose to pass on a scan.
Some argue that the scans violate privacy standards and could be pumping your full of dangerous x-rays. If you want to fly and you don’t want to be scanned, then you’ll be subject to a physical search which will include the touching of some of your private parts.
Recently, John Tyner gained national attention when he used his cell phone to record his unsuccessful trip through airport security. Tyner didn’t want the scan and refused the pat down by saying, “If you touch my junk, I’ll have you arrested.” His experience has gone viral.
The TSA doesn’t appear to know a lesson that I learned working in TV News: You’re always on. If you’re behind the anchor desk, assume that your microphone is always on. There are lots of news bloopers of conversations that accidentally went out over the air because anchors forgot this.
Also, when you’re in public, you never know who is watching you. My TV career ended before YouTube began, which was probably a good thing. TSA bosses should have better prepared staff to address concerns about the new screening techniques, with the knowledge that their handling of the situation will likely end up online. Something tells me Tyner won’t be the only person using a cell phone camera in an airport.
TSA administrators also dropped the ball in the public perception of the new security procedures. Keep in mind that perception isn’t always a reflection of reality. But it can be very powerful when it comes to public opinion.
It seems the scanners are seen as more of a tool of pseudo pornography than safety. The mistake is that the bosses assume that an emotional issue can be overcome with facts alone. Why not try to have some fun with the scenario, which is a little unnerving but perhaps a necessary evil.
Let’s reframe the issue in different terms. For years people have referred to being naked as being, “in your birthday suit.” It’s a fun phrase. Now let’s mix in one of the most cherished words in America, “freedom.” You get, Freedom Suit. The TSA then starts a campaign that says, “Show us your freedom suit and you’ll fly safe.” Another option would be the phrase: “Freedom goes skin deep.”
The shift doesn’t necessarily change the issue but it shifts the perception from a perverted x-ray machine that’s poised to share an image of your body with the world.
Perception matters and the agency should have been more aware of it. Perhaps the TSA would be better received if the acronym stood for, “Try Stopping America.”
