Full page ad= $50-70k. Civilair has a membership of less than 1000.
ASA are quite willing to waste the airlines money,
PR dept with 50 staff. Dick Dudley the head of
PR is in the upper echelons, with a commensurate salary. Civilair cannot really afford to spend the money which will not guarantee balanced reporting anyway.
Rest assured Civilair puts out media releases too, however you can't force journalists to read them, or actually report the facts.