The Extension of Heathrow Airport- Yes

M A SobahanLondon South Bank

University Public Relation

Campaign Name

“ YES to Heathrow”

Campaign LOGO – Designed by PR Team

Content: Campaign overviewBackground Issue of importanceOpportunitiesProblem facing the organizationGoals of campaign Objective of campaign Key massage Target public Proposed Strategy & TacticsOperational plan Budget EvaluationResult

Campaign Overview

Campaign Name: “ Yes to Heathrow”

PR Team : M A Sobahan – LSBU

Timing : June 2015 to November 2015

Budget : £ 50,000

Background

“A Communication Problem facing a Real Life Organization: The Extension of Heathrow Airport”

The London Heathrow Airport is an airport located in the western suburbs of London in the United Kingdom. It is the fourth airport in the world according to the total number of passengers and the second according to the number of international passengers behind Dubai. This is also the first airport in Europe in terms of passengers, this airport managed by the BAA Limited.

1. The first suggests lengthening one of two runways at the airport;

2. Te second proposes to build a third runway.

3. The third plan is to commission a second track to Gatwick Airport.

The final policy decision will be taken this parliamentary term (2015-2020), for commissioning by 2030 (Hayden: 2014).

Background

Issues of importance to the company and environment

Importance : Heathrow expansion is seen as the best short-term option to keep Britain

competitive with its European rivals, like Amsterdam Schiphol and Paris Charles de Gaulle.

Expanding the airport would be "quicker and cheaper" than any rival hub option, says the airport.

Heathrow is a big employer and supporters cite a knock-on effect on businesses in the area.

Opportunities

Issues

The environmental impacts: Susan Pearson, of the Airport Watch campaign, says Heathrow would become the biggest emitter of carbon dioxide (CO2) in the country.

noise pollution would become even worse for the 725,000 people already living under the flight path. Early morning and night flights

Loss of homes.

Problem Facing the Organization

The green light was given by the Secretary of Transportation Geoff Hoon in January 2009

The Labor opposed the project, preferring to improve rail links to and from Heathrow including a direct link to the new London to Scotland by high-speed train (Osborne: 2013). 

the proponents of the expansion believe that that this decision decreases the attractiveness of London and the southeast region for investors, with potential consequences for the UK economy

Ben Stewart of Greenpeace believed the third runway at Heathrow as always a unusual proposal that does not make sense for anyone who understood the impact aviation has on the climate (www.uk-airport-news.info)

The Mayor of London, Boris Johnson, like all conservatives, opposes the third runway and promises to oppose it any cost staying in the Parliament after winning the general election because of Climate condition (Hayden: 2014)

The Mayor of London, Boris Johnsonthe new airport hub of the Thames is an

alternative to the construction of a third runway at Heathrow Airport (O’Doherty: 2014).

Problem Facing the Organization

Even within the Labor government, some ministers, as Ed Miliband, in charge of the fight against global warming, have done everything to prevent the government from authorizing the construction of a new runway. The growth of air traffic at Heathrow is indeed contrary to Gordon Brown's commitment to limit by any means the CO2 emissions in the country (Osborne: 2013). Image source: www.getwestlondon.co.uk

Problem Facing the Organization

Goals of the campaign

To present proposals that all go in the direction of the wish and will of the local community or the public

To persuade the public in favor of the expansion of the airport

To propose a strong message for the UK government that the expansion of the airport will not violate the environmental regulations

The consent of the locals will be a great achievement in the implementation of the project.

objectives of the campaign

Heathrow expansion plan that minimizes the impacts on environment.

Understand the concerns and priorities of the communities affected by noise impacts & home demolition by engaging with them

Assure that the plan for a third runway would significantly minimize noise pollution

Satisfy the local public as well as all other stakeholders and governmental bodies that the project is in full compliance with the sustainability standards by November 2015.

communicate strong messages through the campaign highlighting the negative impacts if the project is stopped.

Key Messages of the Campaign:

The airport’s noise action plan ,with effective noise mitigation schemes.

Say Yet to Britain Future Say connect with London in 3 hours 180,000 jobs for future.

Organization’s Target Public:

The local residents or inhabitants of the territory where the airport is located, who are expected to be mostly affected by the expansion

Trade unions and the political community of the regionThe non-governmental organization, Greenpeace. Local businessesEmployeesMediaPotential employeesLocal communityFinancial - Shareholders, banks, insurance companies etc.Distributors

Proposed Strategy & Tactics:

The world of PR has changed dramatically in the last few yearsThe media landscape is completely fragmented. The explosion of social media has enabled brands to talk directly to customers. And people no longer wait for information to find them. They’re out searching on Google for their answers. Online media is highly recommended than offline media

Proposed Strategy & Tactics:

Social media: social media is the best and perfect way to communicate or engage with local community for Heathrow expansion issue. How PR team will target local community and politician and other target audience will engage with PR team through Social media, example Facebook:

Target Audience

Proposed Strategy & Tactics:

Facebook Advert example:

Proposed Strategy & Tactics:Online surveys and discussion forums to the priorities and concerns of the local

residents.Printed add in National News Paper like The Metro, Daily Mail, The Guardian Published the interview with business man in prestigious magazineLocal campaign to support this project Fan encouraged to make their own version Plans Exhibition Press Conferences and Video News Releases online

Operational Plan

Operational Plan

Operational Plan

Campaign Budget

25%

17%

33%

26%

Estimated BudgetSocial media Prinded mediaLocal Campaign Event & Exhibition

Budget allowance is £50,000.

Campaign Evaluation

Heathrow expansion plan have £250 million allocation for noise mitigation in Local school and local homes

To build 3rd runway for Heathrow , need to demolish 750 homes, Government guidance suggested 10% premium to pay home owner , where BAA limited agreed to pay 25% premium on top all legal and stamp cost to home owner to buy new home.

Over 55% passenger will use public transport for that cross rail and other transport will increase frequency to reduce private transport.

Expected Result

The Campaign will generated strong social momentum – increase its twitter follower by 40% in first months.

The campaign will generate press coverage across the key publication including the Metro, Daily Mail,

Expected 100k Facebook like and positive comments

 Expected 30k Twitter followers

Website traffic by Google analytic

 Press release and TV documentary 

Expansion plan event competition 100,000 target audience engagement

References

Dozier, D. M., Grunig, L. A., & Grunig, J. E. (2013). Manager's guide to excellence in public relations and communication management. Routledge.

Gudmundsson, S., Paleari, S., & Redondi, R. (2014). Spillover effects of the development constraints in London Heathrow Airport. Journal of Transport Geography, 35, 64-74.

Hayden, A. (2014). Stopping Heathrow Airport Expansion (For Now): Lessons from a Victory for the Politics of Sufficiency. Journal of Environmental Policy & Planning, 16(4), 539-558.

Hendrix, J., Hayes, D., & Kumar, P. (2012). Public relations cases. Cengage Learning.

Howarth, D., & Griggs, S. (2013). The politics of airport expansion in the United Kingdom: hegemony, policy and the rhetoric of'sustainable aviation'. Manchester University Press.

References

Osborne, T. (2013). Expanding horizons: Heathrow'owners believe expansion, not new-build airport, will solve capacity issues. Aviation Week & Space Technology, 175(23).

Smith, M., Whitelegg, J., & Williams, N. J. (2013). Greening the built environment. Routledge.

http://www.uk-airport-news.info/heathrow-airport-news.htm (accessed on 31 may 2015)

http://www.theguardian.com/politics/2015/may/05/heathrow-and-gatwick-expansion-election-decision-transport-environment accessed on 31 may 2015)

http://www.heathrowairport.com/ accessed on 31 may 2015)