POE framework with PR values and NSS scores from official monthly reports. All three months include full POE breakdowns.
January 2026 — POE Breakdown (RM72M Total)
Earned Media
RM 65.5M
NSS: +0.27
90.9% of total
Owned Media
RM 827K
NSS: +1.00
1.1% of total
Paid Media
RM 5.9M
NSS: +1.00
8.2% of total
February 2026 — POE Breakdown (RM85.7M Total)
Earned Media
RM 78.7M
NSS: +0.28
91.8% of total
Owned Media
RM 1M
NSS: +1.00
1.2% of total
Paid Media
RM 5.9M
NSS: +1.00
6.9% of total
March 2026 — POE Breakdown (RM80.4M Total)
Earned Media
RM 75M
NSS: +0.41
93.3% of total
Owned Media
RM 74K
NSS: +1.00
0.1% of total
Paid Media
RM 5.3M
NSS: +1.00
6.6% of total
POE PR Value — All Three Months
Total PR Value — Monthly Trend
PR Value by Sentiment — Social & Traditional
Source: Monthly Reports — PR Value broken down by sentiment for both Social and Traditional media channels.
Social Media PR
January — Social PR RM25.34M
Positive (34.97%)RM 8.86M
Neutral (59.61%)RM 15.10M
Negative (5.42%)RM 1.37M
February — Social PR RM18.52M
Positive (35.80%)RM 6.63M
Neutral (60.24%)RM 11.16M
Negative (3.96%)RM 0.73M
March — Social PR RM22.91M
Positive (47.55%)RM 10.89M
Neutral (48.53%)RM 11.12M
Negative (3.92%)RM 0.90M
Traditional Media PR
January — Traditional PR RM46.99M
Positive (76.93%)RM 36.15M
Neutral (20.23%)RM 9.51M
Negative (2.84%)RM 1.33M
February — Traditional PR RM67,233,028.50
Positive (55.77%)RM 37,495,859.99
Neutral (40.39%)RM 27,155,420.21
Negative (3.84%)RM 2,581,748.29
March — Traditional PR RM57,539,695.02
Positive (71.59%)RM 41,192,667.66
Neutral (28.01%)RM 16,116,868.58
Negative (0.40%)RM 230,158.78
Social vs Traditional PR Value — Monthly Comparison
Sentiment Analysis — Deep Dive
NSS (Net Sentiment Score) = (Positive − Negative) ÷ Total mentions. MIS = Media Impact Score based on tone, key message traction, spokesperson presence, and media positioning. Source: Berkshire Media reports.
MIS methodology: tone of coverage, key message traction, spokesperson presence, and media positioning. Scale: −1.00 to +1.00.
January MIS0.29
Traditional PR: RM46.99M · 2,150 mentions
February MIS0.21
Traditional PR: RM67.23M · 1,743 mentions
March MIS0.27
Traditional PR: RM57.54M · 1,978 mentions
February MIS dropped to 0.21 (from 0.29 in January) despite higher PR value — indicating more neutral/mixed coverage tone driven by Aerotrain, KKIA toilet upgrade and BHS issues dominating mainstream media. March recovered to 0.27 with KBR opening and VM2026 Raya celebrations generating positive traditional coverage.
NSS & MIS Month-on-Month
Total Mention Sentiment Distribution — by Month
Sentiment % Share Trend
Key Recurring Issues — Sentiment Classification
Top Positive Themes
Issue / Theme
Airport
Month(s)
Sentiment
KBR Phase 2 Expansion & Opening
KBR
Jan–Mar
Very Positive
RIMBA Initiative at KLIA T1
KLIA T1
Jan–Mar
Positive
VM2026 Launch & Celebrations
Multiple
Jan, Mar
Positive
K-pop Idol Arrivals / Crowd Mgmt
KLIA T1
Feb
Positive
Movie Lounge at KLIA T2
KLIA T2
Mar
Positive
MAHB Butterfly Effect Service
KLIA
Mar
Positive
AirBorneo Launch / KIA Routes
KIA/MKM
Jan
Positive
KLIA T2 Facility Upgrades
KLIA T2
Jan
Positive
Top Negative/Neutral Issues
Issue
Airport
Month(s)
Sentiment
Aerotrain Disruptions
KLIA T1
Jan–Mar
Negative
KKIA Toilet Upgrade Cost
KKIA
Jan–Feb
Negative
Scammer Activity at KLIA
KLIA T1/T2
Jan–Mar
Neutral
VAMS Penalty Enforcement
KLIA T1
Jan
Neg / Mixed
BHS / Baggage Carousel Issues
KLIA T1
Feb–Mar
Negative
KBR Toilet Water Quality
KBR
Feb
Negative
Nipah Virus / Outbreak Monitor
Multiple
Jan–Feb
Neutral
Immigration Staff Conduct
KLIA T1
Mar
Negative
Social Media Sentiment % — By Month (Total Mentions)
General Topic Sentiment Comparison — by Month
Positive, neutral and negative mention counts per general topic, broken down month by month. Shows which topics drove sentiment shifts across Q1.
Customer Experience — Monthly Sentiment
Infrastructure — Monthly Sentiment
Campaign & Corporate — Monthly Sentiment
Regulatory — Monthly Sentiment
NSS by General Topic — Month-on-Month
General Topic
Jan Pos
Jan Neg
Jan NSS
Feb Pos
Feb Neg
Feb NSS
Mar Pos
Mar Neg
Mar NSS
Trend
Infrastructure
29,078
0
0.99
8,213
102
0.94
16,269
0
0.99
Consistently very positive
Campaign & Corporate
15,513
8
0.98
4,986
6
0.90
21,140
6
0.92
Strong all quarter, Mar peak
Customer Experience
29,087
11,981
0.15
47,035
6,468
0.27
18,513
4,631
0.18
Improved Feb, softened Mar
Regulatory
4,054
1
0.07
39
0
0.12
635
1
0.65
Strong Mar recovery (VM2026)
Financial & Investment
0
2
−0.67
0
0
0.00
0
0
0.00
Minimal volume, Jan negative
News Publisher Sentiment Analysis
Sentiment breakdown for Online News and Print publishers covering MAHB across Q1 2026. NSS = (Positive − Negative) ÷ Total × 100.
Highest neg rate in print — Sarawak airport issues
China Press
Chinese
88
51
36
1
58.0%
1.1%
0.57
Broadly positive, minimal negative
Borneo Post
English
77
56
16
5
72.7%
6.5%
0.66
East Malaysia focus — KBR upgrade, LBU issues
Daily Express
English
65
52
9
4
80.0%
6.2%
0.74
Sabah daily — KBR positive, covers Sabah airport needs
Guang Ming Daily
Chinese
58
35
23
0
60.3%
0.0%
0.60
Zero negative coverage across Q1
The Star
English
49
33
16
0
67.3%
0.0%
0.67
Zero negative — infrastructure, VM2026 focus
Utusan Borneo
Malay
47
33
12
2
70.2%
4.3%
0.66
Borneo Malay daily — generally supportive
Nanyang Siang Pau
Chinese
42
28
14
0
66.7%
0.0%
0.67
Zero negative — financial and corporate news
Berita Harian
Malay
35
25
7
3
71.4%
8.6%
0.63
Aerotrain and VAMS coverage drives negative
Kwong Wah Yit Poh
Chinese
34
26
8
0
76.5%
0.0%
0.77
Zero negative — Northern Malaysia Chinese daily
New Straits Times
English
31
24
7
0
77.4%
0.0%
0.77
Zero negative — strong VM2026 & MAHB positive framing
New Sarawak Tribune
English
26
21
5
0
80.8%
0.0%
0.81
Zero negative — strong Sarawak airport positive coverage
The Sun
English
25
19
6
0
76.0%
0.0%
0.76
Zero negative across Q1
Harian Ekspres
Malay/English
20
14
2
4
70.0%
20.0%
0.50
Sabah daily — covers LBU scanner faults, Sabah airport gaps
Harian Metro
Malay
16
15
1
0
93.8%
0.0%
0.94
Most positive newspaper — tabloid style, lifestyle & events
The Edge (Print)
English
32
14
16
2
43.8%
6.2%
0.38
Most critical print outlet — privatisation, BHS delays, governance
Sinar Harian
Malay
13
12
1
0
92.3%
0.0%
0.92
Zero negative — Malay tabloid, Raya and events driven
Kosmo
Malay
14
12
2
0
85.7%
0.0%
0.86
Zero negative — Malay tabloid, positive MAHB coverage
Media Comparison — Traditional vs Social
PR value, volume and sentiment comparison across media types. Traditional PR = Advertising Space Rate (ASR). Social PR based on platform reach metrics.
Q1 Social Media PR Value
RM 66.77M
RM25.34M + RM18.52M + RM22.91M
Q1 Traditional PR Value
RM 171.76M
RM46.99M + RM67.23M + RM57.54M
Traditional MIS Q1 Avg
0.26
0.29 → 0.21 → 0.27
Social NSS Q1 Avg
0.35
0.30 → 0.32 → 0.44 ↑
PR Value — Social vs Traditional by Month
Traditional Media Volume by Month & Channel
Social Platform Breakdown by Month
Social Media Impressions — Monthly
Platform Performance Summary — Q1 2026
Platform
Type
Jan Mentions
Feb Mentions
Mar Mentions
Q1 Total
Key Driver
TikTok
Social
135,450
110,245
53,721
299,416
Viral content, scammer alerts, KBR upgrades
Facebook
Social
53,870
12,977
16,890
83,737
Community sharing, MAHB official posts
Threads
Social
9,158
20,385
16,418
45,961
Growing platform, ghost stories, complaints
Instagram
Social
12,072
7,197
23,654
42,923
Visual upgrades, RIMBA content
Twitter/X
Social
8,914
15,263
5,947
30,124
News commentary, complaints, advocacy
Online News
Traditional
1,668
1,275
1,499
4,442
Primary traditional PR driver
Print
Traditional
337
301
335
973
High PR value per article
TV
Traditional
90
110
99
299
TV3, Astro Awani — KBR coverage Mar
Radio
Traditional
55
57
45
157
BFM, RTM broadcast reach
Magazine
Traditional
—
—
—
Minimal
Niche coverage
Traditional Media Positioning — Q1
Headline / First Sentence Mention
Dominant — most coverage leads with MAHB stories
Prominent Mention
Key issues featured prominently in articles
Passing Mention
Peripheral references in broader stories
MAHB Owned Accounts — MAHB vs KLIA Comparison
Performance of MAHB's official social media channels (POE: Owned). 10,826 MAHB posts vs 7,445 KLIA posts across Facebook, Instagram, TikTok, Twitter/X and Threads. Engagement figures from official monthly benchmarking data.
MAHB Owned Posts — Q1
10,826
55.5% of all owned content
NSS +1.00TikTok-heavy Feb
KLIA Owned Posts — Q1
7,445
38.1% of all owned content
NSS +1.00Instagram-heavy Mar
MAHB Top Platform
TikTok
3,591 posts (Feb surge: 3,369)
Infrastructure focus
KLIA Top Platform
Twitter/X
2,932 posts (Jan-heavy)
Campaign & CX focus
Platform Volume Comparison — MAHB vs KLIA
MAHB — Posts by Platform by Month
KLIA — Posts by Platform by Month
MAHB — Q1 Platform Mix
MAHB leads on TikTok (3,591) and Facebook (4,368), driven by infrastructure campaigns and VM2026 promotions.
KLIA — Q1 Platform Mix
KLIA leads on Instagram (2,492) and Twitter/X (2,932), reflecting real-time event coverage and passenger engagement.
Engagement by Platform — MAHB vs KLIA
Engagement figures from official monthly benchmarking data. Shares/retweets do not carry original post engagement metrics.
Total Engagement by Month — Facebook
Engagement Rate (%) by Month — Facebook
Total Engagement by Month — Twitter/X
Total Engagement by Month — Instagram
Engagement Rate (%) — MAHB vs KLIA Across All Platforms & Months
General Topic Analysis — MAHB vs KLIA
Unique posts = original content published by the account. Total mentions = unique posts + all shares/retweets they generated. Infrastructure's 21 MAHB posts generated 6,052 mentions (avg 288x) due to the KBR Airport Upgrade going viral.
MAHB — Unique Posts by General Topic & Month
KLIA — Unique Posts by General Topic & Month
MAHB — Total Mentions by General Topic & Month
KLIA — Total Mentions by General Topic & Month
General Topic
MAHB Unique Posts
MAHB Total Mentions
Avg Amplification
KLIA Unique Posts
KLIA Total Mentions
Avg Amplification
Leader
Infrastructure
21
6,052
288x
3
11
3.7x
MAHB
Campaign & Corporate
181
2,600
14.4x
107
4,382
41.0x
KLIA (by mentions)
Customer Experience
129
2,296
17.8x
90
3,094
34.4x
KLIA (by mentions)
Regulatory
11
123
11.2x
15
173
11.5x
Comparable
TOTAL
342
11,071
32.4x
215
7,660
35.6x
KLIA slightly more efficient
MAHB — Dominant Topics & Why
Infrastructure21 posts → 6,052 mentions (288x)
KBR Airport Upgrade posts (16 unique) each generated an average 367x shares. MAHB is the infrastructure owner — highest amplification of any topic by either account.
Largest unique post count, but lower amplification. MAHB's corporate announcements (Airlines 38 posts, Contests, Festive Wishes) reach a broad audience but generate moderate sharing.
KLIA's CX content achieves higher per-post amplification than MAHB's (34x vs 18x). Real-time operational updates like VAMS (16 posts → 130 mentions) and Facility Upgrades (11 posts → 433 mentions, 39x) resonate strongly.
Regulatory15 posts → 173 mentions (11.5x)
KLIA leads Regulatory in unique posts (15 vs MAHB's 11) — primarily Smuggling enforcement advisories. These generate moderate sharing as public safety content.
Top Issues — Unique Posts vs Total Mentions
MAHB — Unique Posts vs Total Mentions by Issue
KLIA — Unique Posts vs Total Mentions by Issue
Issue
MAHB Posts
KLIA Posts
Owner
General Topic
Context
Airport Upgrade (KBR)
5,865
—
MAHB
Infrastructure
MAHB owns KBR expansion comms — group-level infrastructure story
KLIA leads festive content — Raya decorations, CNY displays at terminals
VAMS
—
114
KLIA
Customer Exp.
KLIA handles VAMS passenger advisories as the terminal operator
MYAirport Cares / Awards
157 + 125
—
MAHB
Campaign & Corp.
MAHB manages group-level CSR and recognition programmes
NSS Contribution to Overall Performance
January
With Owned
29.7
↑
Without Owned
28.1
+1.5 pts uplift
4,643 posts · 6.0% of all positives
February
With Owned
32.0
↑
Without Owned
27.9
+4.1 pts uplift ★
9,614 posts · 16.0% of all positives
March
With Owned
43.8
↑
Without Owned
41.1
+2.6 pts uplift
5,260 posts · 9.3% of all positives
Key Observations
MAHB: Infrastructure Champion — 55.7% on Infrastructure
MAHB's owned content is defined by the KBR Airport Upgrade story (5,865 posts), accounting for 54.2% of all MAHB posts. This is entirely appropriate — MAHB, as group owner and operator, drives infrastructure communications. This contributed the largest single positive volume spike in February (+4.1 pts NSS) when KBR content peaked at 5,755 posts.
KLIA: Events & Audience Engagement Specialist
KLIA's owned content is passenger-facing and event-led — Idol Arrivals (2,450), Events (1,330), Festive Deco (439). KLIA's Instagram surged to 1,804 posts in March (vs 450 in Jan) around Raya and K-pop arrivals, achieving 10.00% ER — outperforming MAHB's 7.97% on the same platform.
KLIA Twitter achieved a 21.829% interaction rate in January (vs MAHB's 0.006%) — reflecting that KLIA's smaller, more engaged Twitter audience responds more actively to real-time operational updates and idol arrival announcements than MAHB's mass-broadcast Twitter presence.
MAHB TikTok Dominated February (3,369 posts)
MAHB's TikTok posted 3,369 times in February alone — 93.9× more than KLIA's 2 TikTok posts that month. This was driven by KBR Airport Upgrade and Infrastructure content. However, KLIA's TikTok surged in March (914 posts) with festive content and airline route announcements, narrowing the gap.
MAHB Facebook Audience 200× Larger, But KLIA ER Is Competitive
MAHB Facebook has 2,963,158 followers vs KLIA's 16,600 — a 178× difference. Yet KLIA achieved 11.30% ER in March vs MAHB's 7.60%, and 13.04% in February vs 10.59%. This reveals KLIA's tighter community responds more intensely to content, suggesting content relevance and specificity drives engagement more than audience size.
⚡ Gap: No KLIA Owned Posts on Infrastructure Topics
KLIA posted only 8 Infrastructure posts in Q1 (all Sustainability). All major infrastructure communications — airport upgrades, runway works, BHS — are handled exclusively by MAHB. Consider whether KLIA should co-publish KLIA-specific infrastructure updates (Aerotrain, BHS, gate upgrades) to reduce the perception gap between KLIA's "lifestyle" image and operational realities.
Airport Intelligence Dashboard
Sentiment, ASQ category issues and top complaints by airport. Data sourced from media monitoring CSV and monthly report complaint data.
KLIA T1
NSS 0.35
131,493 mentions · Q1 2026
32.1% pos · 61.3% neu · 6.7% neg
Key ASQ: Airport Ambience, Safety & Security, Waiting Areas
KKIA is the only airport with a negative NSS (−0.45). The RM11.8M toilet upgrade has generated sustained public backlash over cost transparency (66.3% negative sentiment). In March, the Sabah Tourism Association President publicly criticised insufficient seating in the international departure hall.
Actions: (1) Publish full scope-of-works breakdown for the RM11.8M toilet upgrade with phased timeline — MAHB has already clarified RM11.8M covers 26 toilet sets in two phases; reinforce this narrative consistently. (2) Conduct emergency seating audit in the international departure hall; deploy temporary seating as interim measure. (3) Address water cut issues with preventive maintenance communications. (4) Set Q2 NSS target of positive territory for KKIA.
⚠ KLIA T1 — Aerotrain Comprehensive Action Plan (CAP) Execution & Communication
Aerotrain disruptions persisted across all 3 months (Jan–Mar) and attracted ministerial scrutiny, political criticism, and negative media coverage. MAHB had announced a CAP in January, and in February independent assessors confirmed operations are "as intended." In March, RM9.1M LAD was imposed on the ALSTOM–IJM-PESTECH JV.
Actions: (1) Proactively communicate Aerotrain maintenance schedules and nightly shutdown windows (currently 9PM–7AM / 11PM–7AM) via all official channels and digital displays. (2) Deploy clear, multilingual wayfinding for shuttle bus alternatives during shutdowns. (3) Publish quarterly Aerotrain reliability metrics. (4) Coordinate with MOT on public response to ministerial queries. Source: Jan Rec, Feb Rec, Mar context.
Scammer-related content totalled 147,755+ mentions across Q1, with virality reaching 26,500 per post. While current NSS is near-neutral (public awareness-driven), high volume creates sustained reputational risk. MAHB issued an official warning in January.
Actions: (1) Amplify anti-scam signage and digital alerts at all KLIA T1/T2 entry points, curbside, and arrival halls. (2) Coordinate with PDRM for sustained Ops Ulat patrols — JPJ recorded 573 arrests 2023–2025. (3) Build proactive TikTok and social content around passenger safety tips using MAHB's 18,600 TikTok following. (4) Engage mainstream media with official statistics on enforcement actions taken. Source: Jan Risk H, all months.
⚡ KLIA T1 — BHS / Baggage Handling System Reliability
Baggage handling failures occurred in February (Conveyor Belt C malfunction) and March (BHS disruption on March 6, 40-min delays). The BHS upgrade completion has been delayed to Q4 2028 per supplemental agreement with T7 Global.
Actions: (1) Issue proactive passenger advisories during any BHS disruptions — minimum 2-hour lead time via KLIA social channels. (2) Establish real-time BHS status updates on MAHB app and website. (3) Engage T7 Global and Vanderlande on interim reliability SLAs pending the 2028 upgrade. Source: Jan Slide 36, Feb/Mar recurring complaint.
⚡ PIA — Immigration Congestion & Single Runway Capacity
PIA recorded NSS 0.15 with 35.2% negative sentiment. IMI congestion (1,257 posts) is the top issue under ASQ: Security Waiting Time. Separately, airspace congestion from single runway has attracted political commentary.
Actions: (1) Coordinate with IMI for additional counter staffing during peak periods; communicate wait times via digital displays. (2) Engage MOT on runway expansion status — RM24M Airport Development Fund was approved Oct 2025 for Phase 1 upgrades (aerobridges, BHS, NIISe eGates). (3) Publish PIA upgrade roadmap publicly. Source: Jan/Feb complaints, Feb Slide 42.
KBR is the Q1 standout with NSS 0.93 — 96.5% positive sentiment driven by Phase 2 opening (March 16) and modern terminal praise. AirAsia KBR–Jakarta route announced for June 16. However, toilet water quality issues emerged in February and must be closed out.
Actions: (1) Issue formal response on toilet water quality — confirm rectification completed and preventive maintenance programme. (2) Leverage KBR opening as a national PR success story through mainstream media; brief MOT and Tourism Malaysia for ongoing VM2026 narratives. (3) Track cigarette/debris complaints at KBR departure hall (noted in March) — assign daily perimeter cleanliness checks. Source: Feb Risk H, Mar Slide 54.
Vaping in no-smoking areas accounts for 661 mentions at SZB. More critically, a January social media post alleged 10 firefighters lacked proper boots for 3 years — a safety and reputational risk.
Actions: (1) Conduct urgent audit of AFRS equipment at SZB; procure outstanding items if allegation substantiated. (2) Install additional no-vaping enforcement signage; brief security personnel on proactive vaping enforcement. (3) Consider smart detection technology for restricted areas.
By Issue Category
⚠ TikTok Crisis Management — Priority Platform for Q2
TikTok drove 299,416 mentions in Q1 (58.9% of all social volume) with virality per post reaching 53,500. Negative content on TikTok (scammers, KKIA toilets, Aerotrain) spreads rapidly. MAHB's TikTok following grew from 17,800 (Jan) to 18,600 (Mar) — KLIA's TikTok grew to 19,600.
Actions: (1) Build a dedicated MAHB TikTok content calendar targeting proactive positive stories: KBR opening tour, RIMBA experience, Butterfly Effect service, Raya decorations. (2) Establish 2-hour response SLA for viral negative TikTok content. (3) Engage content creators through the MAHB advocacy programme to counter and redirect negative narratives.
⚡ Threads Rising Platform — Monitor & Engage
Threads grew from 9,158 (Jan) to 20,385 (Feb) and 16,418 (Mar) — a 125% increase Jan–Feb. It is now the third-largest social platform by volume after TikTok and Facebook. Ghost stories, scammer discussions, staff conduct complaints, and LTCP parking issues are primary Threads topics.
Actions: (1) Establish official MAHB Threads presence if not already active. (2) Monitor Threads via keyword tracking for early-warning on emerging issues (e.g., LTCP capacity, ghost stories going viral). (3) Assign community management resources to Threads alongside Twitter/X.
⚡ NSS Improvement Programme — Q2 Target ≥ 0.45
Q1 NSS improved month-on-month: 0.30 → 0.32 → 0.44. The negative rate declined from 5.42% (Jan) to 3.92% (Mar) — a positive trend. However, KKIA (−0.45) and PIA (mixed negative) remain drags on overall performance.
Actions: (1) Set Q2 NSS target of ≥0.45 overall, with specific KKIA target of positive territory. (2) Institute monthly cross-functional issue review across airport ops, communications, and customer service. (3) Establish NSS tracking dashboard visible to MAHB leadership. (4) Link top-10 negative recurring issues to airport ops owners with resolution SLAs.
✦ February MIS Recovery — Rebuild Traditional Media Tone
February MIS dropped to 0.21 (from 0.29 Jan and recovered 0.27 Mar) despite February achieving the highest total PR value (RM85.7M). The lower MIS indicates predominantly neutral or mixed tone — Aerotrain, BHS, KKIA toilet stories dominated. March recovered with KBR opening and VM2026 Raya coverage.
Actions: (1) Proactively pitch positive milestone stories to national broadsheets ahead of negative issue cycles. (2) Brief journalists on MAHB progress metrics (passenger numbers, safety certifications, sustainability milestones). (3) Target Headline/First Sentence positioning for positive MAHB stories — currently 65% of traditional coverage achieves this.
✦ Outbreak & Public Health Communication Protocol
Outbreak-related content reached 54,651 mentions across Q1, primarily neutral in tone. The highest single-post virality (53,500 TikTok views) was an outbreak-related post. If a genuine health event escalates, sentiment could shift negative very rapidly.
Actions: (1) Develop a Public Health Communication Protocol with MOH integration. (2) Establish a 24-hour rapid-response template for disease outbreak announcements at airports. (3) Document and publicise MAHB's health screening procedures at all key entry points to pre-position positive credibility.