Last week, we discussed the firestorm, fuel added by lots of cable news hype, concerning the Transportation Safety Administration’s (TSA) enhanced screening procedures which include body scans and provocative pat downs and some advice for airlines on passenger relations during the hectic holiday travel season.

While the “don’t touch my junk” video went mega-viral and reporters camped out at airports pre-Thanksgiving to the effects of calls for a day of “opting-out” screenings, civil disobedience was barely seen and chaos did not ensue. Even with some great hyperventilating by Capitol Hill’s most strident security hawks, including a call to kick the TSA out of airports, the news cycle has moved on to other matters. In the end, it appears that the episode provided just another dent in the already struggling reputation of the TSA and the nation’s Homeland Security apparatus.

TSA head John Pistole has made the rounds of Congressional hearings as well as a host of TV and print interviews explaining the new rules, apologizing for a few significant miscues by his workforce and taking his lumps. In today’s edition of USA Today, Mr. Pistole was interviewed to once again explain how he balances the risks of terrorism versus the public’s privacy rights, perceptions and sensibilities to do his job. From my perspective, the most interesting part of the article was the TSA head’s admission that he went against the advice of his public relations aides to pre-announce the new security procedures for fear of highlighting screening weaknesses that terrorists could exploit.

Though I am a frequent flyer who has not been immune to questioning TSA employees when concerned by some of their methods or inconsistencies in the process, I fully appreciate the often thankless work they do to make us feel safe at airports. In the past few weeks, I have noticed that a subtle campaign may be underway with screeners going out of their way to be more cheerful, to provide greater information and to try to make the process run smoother. Dulles Airport, usually gripped by TSA dysfunction, was downright pleasant this week and I applaud any nascent efforts at a public relations offensive.

While I understand Mr. Pistole’s very real concerns about the terrorism threat, I hope the recent course of events has provided a teachable moment and that he will make better use of the recommendations of his public relations aides in the future. Airport security is too important to have another news, social media and politico-driven circus that diminishes the public’s trust in the TSA.

rtauberman General Corporate airlines, Homeland Secuirty, John Pistole, TSA

In what seems to be a never-ending approach to nickel and diming air travelers, airlines are now attempting to charge for any carry on bag that doesn’t fit under the seat, which means your roll-on Tumi with your suit for tomorrow’s meeting will now cost you $45 on many carriers.

Senator Schumer is asking the airlines to pledge not to charge for carry ons, and five airlines are on board – American Airlines, Delta Air Lines, JetBlue Airways, United Airlines and US Airways. The question is why haven’t all of the others joined this pledge? Is the reputation of your airline really less important than a $45 fee?

While I don’t agree with luggage charges at all – they are a great way to encourage people to travel by car instead of air – I can at least understand that checked baggage does carry the expense of the people and equipment necessary to load and deliver that baggage. A carry on bag is just that…carried on….yourself. What’s next, swiping credit cards for oxygen masks and life preservers during the next Miracle on the Hudson?

In a recessionary economy with a business where every penny of increase in jet fuel prices translates into millions in expenses for airlines, it is easy to understand the impulse to charge for services….and we’ve seen the elimination of free meals, unlimited luggage and even pillows and blankets. But at some point, these decisions move beyond the realm of asking customers to pay for what is important to them – extra leg room or a meal – and into the business of taking advantage.

In any business, certain things are expected for a base price, and that definition can change. In most businesses, the expected features or services increase over time. It wasn’t that long ago that air conditioning or a cd player was considered an upgrade in a new car. Remember when internet access was only available in a hotel business center? A recent trip to the Westin Diplomat included free wi fi in my pool cabana as well as my room.

Beyond safety – which is a dealbreaker when you put hundreds of people up in the air for a living – service and value are key elements of reputation in the airline business. It’s how scrappy start ups like Southwest and JetBlue (full disclosure – an MWW Group client) became leaders. And it’s how some others will become as hated as the IRS on April 15 if they don’t think long and hard before they start assessing fees.

My take — your reputation should be worth more than $45.

Carreen Winters can be reached at cwinters@mww.com.

cwinters General Corporate airlines