Intense competition, operational complexities and high public scrutiny characterize the airline industry. Building and maintaining a strong reputation in this environment is essential for long-term success. This chapter explores the strategic role of public relations (PR) and marketing in reputation management within the airline industry. By integrating PR with marketing strategies, airlines can enhance brand perception, foster consumer trust and mitigate crises. The chapter emphasizes the importance of stakeholder engagement, proactive crisis communication and employee alignment with corporate values. It also examines how effective marketing, utilizing the marketing mix, can create a positive brand image, improve customer satisfaction and strengthen brand loyalty. Given the rapid spread of information via digital and social platforms, the chapter advocates for a proactive, coordinated approach to managing an airline's reputation. Ultimately, reputation is identified as a critical asset in achieving competitive advantage and ensuring the airline’s long-term viability.