Nöbetçi Eczaneler
Can you tell us about yourself?
I was born in Istanbul. After studying Economics at university, my interest in communications led me to pursue a master’s degree in Public Relations and Promotion. I then continued my career at various communications agencies, and over the years, I had the opportunity to work with brands from aviation, defense, technology, tourism, healthcare, fashion, retail, energy, finance, and food, gaining experience across many sectors.
Two years ago, my business partner Serena Karamızrak and I founded Nova PR. At Nova PR, we offer boutique, thoughtful services in strategic communications consulting, media relations, reputation management, leadership communications, crisis communications, event management, and corporate and digital communication. We work closely with each client at the founder level, which strengthens both the quality and impact of our work. By deeply understanding each client’s needs, we deliver communication solutions that create value and drive results.
When did you enter the aviation industry?
I can say I stepped into the aviation industry about 15 years ago, at the very beginning of my career. While working at M3 Public Relations, I had the chance to collaborate with many aviation brands. I must admit, the industry seemed a bit intimidating at first: timing, information flow, staying calm during crises, problem solving… In a field where even the smallest delay can create a major impact, the pressure is real.
But that’s exactly why I fell in love with it. Aviation may seem intimidating from the outside, but once you step into it, it pushes you to grow immensely. Its constant motion, the fact that you learn something new every day, and observing how such a massive system operates with flawless coordination…
I genuinely enjoy challenging myself, understanding how the sector works, and learning the different dynamics of each brand and operation. Over time, as I adapted to aviation’s unique rhythm, the pace that once scared me became a natural flow. Now, instead of exhausting me, this dynamism energizes and motivates me to do better.
Which companies have you worked with in this sector?
Throughout my career, I’ve worked with many national and international aviation companies. This diversity helped me understand the industry from every angle and shaped the expertise I have today.
Working with Airbus for many years was truly special. Supporting not only its commercial aviation side but also its defense and space divisions showed me how vast and multi-layered this industry really is.
On the airline side, my path crossed with iconic brands like Emirates, Lufthansa, Germanwings, Eurowings, AirAsia X, and of course, SunExpress, with whom we’ve continued to work for many years. Each brand, with its culture and operational rhythm, gave me a different perspective.
Additionally, working with private jet companies helped me understand the more boutique and personalized segment of aviation, while collaborating with Çelebi Ground Handling gave me insight into the operational backbone of the industry.
All these experiences form the strongest foundation of the aviation communications expertise we now offer at Nova PR.
Do you remember your first time on a plane?
I don’t remember the exact year because I was very young, but I know it was during one of our summer trips to Antalya. As a little girl, stepping onto the plane felt both exciting and a bit scary. I’ve never been fully comfortable with heights, still not! But looking out the window and seeing the light streaming through the clouds, that slight pressure in the ears, the unique atmosphere of the cabin… It was both intimidating and magical.
There was fear wrapped in curiosity, and curiosity wrapped in courage. I couldn’t have known back then that I would one day work so closely with the aviation sector. But now I see that the mix of awe and unease I felt above the clouds may have been the spark that prepared me for this industry. I never fully overcame my fear of heights, but I never let it limit me either.
What is your most interesting aviation memory?
One of the best examples is actually from the very first day of my career. After finishing my master’s degree, I went to my first job interview at M3 Public Relations. I had barely sat down when they placed an Airbus press release in front of me and asked, “Can you translate this?”
The release was filled with complex details, from aerodynamic improvements to cabin configurations to highly technical systems that increased fuel efficiency.
I was surprised they asked me to translate something so technical on day one. But looking back, I now understand that it wasn’t just an English proficiency test—it was a deliberate method to measure how quickly you can grasp technical language, understand aviation, and adapt to the sector. That small shock on my first day became my first true step into the aviation world.
How did you navigate the industry during the pandemic?
Aviation is naturally dynamic and highly sensitive to external factors, economic shifts, political developments, regulation changes… And the pandemic was the most dramatic example of this. Flight suspensions, grounded fleets, constantly changing restrictions, and completely altered passenger behaviors created perhaps the most challenging period in aviation history.
During this time, we had to be more agile than ever. We ensured our clients communicated with clarity and confidence amid uncertainty, while closely following regulatory changes, operational updates, and shifting passenger expectations to maintain a continuous, up-to-date communication flow. In short, our priorities were rapid adaptation, calm and clear messaging, and helping our clients maintain strong bonds with both employees and passengers. This experience once again proved why strategic communication is irreplaceable in aviation.
What do you hope to see in the future of aviation?
What I most hope to see is more women in visible and influential positions across the industry. Aviation has long been perceived as male-dominated, but today we see more and more women stepping in, taking on leadership roles, and bringing fresh perspectives. Early in my career, being raised in an agency led by strong women gave me immense confidence. I believe the same support and inspiration should grow across the industry. A future where women empower each other, where their voices are amplified, and where they lead across every part of the sector will make aviation not only more inclusive but also more creative and resilient.
What is the moment that best represents you as a “woman leader”?
After years of working in different communications agencies, the moment when I finally said, “The time has come,” and laid the foundations of Nova PR, was when I first truly felt like a leader. Building something from scratch, touching every detail, and seeing your signature behind every decision is both a bold step and a serious responsibility. But it also empowered me tremendously.
What I wanted most was to create a structure where we could engage closely with our clients, genuinely contribute to their work, and offer a fast, flexible, high-quality communication approach shaped around their needs. I knew this more sincere, attentive, and value-driven model would benefit both me and the brands we work with. And throughout this journey, I wanted to inspire young women we would cross paths with, to spark the feeling of “I can do this too.”
Our sincere thanks to Ayşin Basmacı for sharing her journey and insights with us.
We encourage you to follow Ayşin Basmacı on LinkedIn.