Public Relations - Bristol City Center - Case Study Example

PUBLIC RELATIONS Name Institution Professor Course Date Public Relations Background Information Bristol Airport exists approximately eight miles southwest of Bristol City Center with the objective of serving the South West of England, particularly Bristol. In 2014, it was valuable to note that more than six million passengers did pass through the Airport. Bristol Airport aims at generating or building a second terminal on the south side of the airport, as well as extending the existing runway by approximately 400 meters. In this context, the company will be able to initiate reduction of South West’s reliance on airports outside the region. Besides, the approach will be valuable in the course reducing the need for long surface journeys to the airports outside the region. The purpose of this communication proposal for the UK communication activity is to focus on the evaluation of the announcement that Bristol Airport plans to build a second terminal while extending the runway. Environment Analysis In the course of evaluating the plan for the organization to achieve its goals and targets, it is valuable to focus on the utilization of SWOT analysis. Strengths Expansion of the existing runway and integration of a second terminal will be valuable for the society, as well as the organization. Firstly, the approach will facilitate reduction of the reliance of the South West target audiences on airports outside the region, specifically Gatwick and Heathrow. Besides, the plan will initiate reduction of the need for the long surface journeys to these airports. Similarly, the new terminal and runway extension will widen the range of services for the business and leisure travel, thus integration of mechanisms to handle the issue of long haul destinations. The extended runway would be essential in facilitating flights to the long haul destinations such as Florida, Chicago, and the Caribbean, which do not enjoy support from the current shorter runway. Furthermore, an increase in the operations of the airport will relate to massive increase in revenues to the authority, which is through taxes to the local authority (Burghouwt, Krul, Veldhuis, Wit, & Jamotta, 2014). Integration of the plan will increase options for the target audiences to travel to diverse destinations in the global context. It is also possible for the local authority to consider investing increased revenues towards planning and renovating the city. Weaknesses One of the major weaknesses, which will relate to the proposed plan, is the concerns focus on noise. In addition, there might be potential issues concerning air quality, traffic generation, and urbanization. At the global level, the plan might relate to increasing in the volume of greenhouse gas in the atmosphere, thus increase in the issue of global warming or climate change (Dozier, Grunig, & Grunig, 2013). Opportunities Expansion of the existing runway and integration of the second terminal will have the opportunity to open diverse opportunities for the airport, as well as the region. In the first instance, there will be an increase in the revenues and profitability levels, thus the perfect platform for the airport to enhance its image and reputation as a competitive business entity. Furthermore, it is valuable for the local authority to experience an increase in the revenues through increased revenues, as well as the emergence of diverse business opportunities in the region (Bowen, 2013). Expansion of the operations of the company will enhance effectiveness and efficiency of the organization in delivering quality services in agreement with the demands and expectations of the target audiences (Burghouwt, 2013). Moreover, the plan will provide the opportunity for Bristol Airport to maximize economies of scales, thus the platform for the reduction in the cost of traveling for the consumers or target audiences. Threats One of the critical threats about the realization of this project is a potential or continuous campaign by the Stop Bristol Expansion Group against the development of the airport. In addition, there might be campaigns against the project by Bristol Friends of the Earth, as well as Campaign to Protect Rural England. These threats might facilitate engagement of the locals in campaigns against the project, as well as a failure by North Somerset Council to approve the plans for the second terminal and runway extension (O’Doherty, 2014). In addition, execution of the project will require some loss of the green belt since the airport lies within the green belt. Nevertheless, in order to overcome this threat, there is need to demonstrate that the benefits of the project outweigh the harm to the green belt. Stakeholder Analysis The execution of this project will majorly affect two groups of stakeholders: residents and local politicians. The residents incorporate the local parishes that experience maximum effects of the airport’s operations. Such aspects include Winford, Wrington, Backwell, Cleeve, Barrow Gurney, and Brockley. In addition, this group of stakeholders includes various houses adjoining Felton Common. The group experiences increased influence by increased noise following the expansion. Support from this group will be valuable for the completion of the project. The second group of stakeholders incorporates the local politicians such as the local planning authority in the form of North Somerset Council. In addition, local politicians include the planning, as well as transportation teams at North Somerset, Bristol City, Bath and North East Somerset, and Gloucestershire councils. There are also regional bodies inclusive of South West Regional Development Agency and the Government Office for the South West. It is valuable to gain approval of these entities to facilitate the execution and completion of the project, thus the platform for the realization of the benefits or strengths. PR Strategy The overall objective of this proposal is to generate substantive support for the decision to build a second terminal at Bristol Airport while also extending the existing runway by approximately 400 meters. In the course of achieving this objective, it is valuable to focus on the following specific objectives: i. To provide the opportunity for the stakeholders to demonstrate their support for the proposed plans for the second terminal and expansion of the existing runway ii. To reduce potentiality for criticism of the announcement iii. To facilitate the achievement of positive acceptance of the news of the announcement by the stakeholders iv. To enhance the image and reputation of Bristol Airport as one of the quality entities focusing on addressing the needs and expectations of the consumers Key Messages In order to adopt and utilize effective and efficient messages, it is essential for the campaign to focus on the target audiences or the stakeholders. In this context, the stakeholders include the residents and the local authority. In convincing these entities, it is valuable to focus on the illustration of the potential benefits of the project (Watson, 2012). For instance, the project or plan will be valuable in enhancing effectiveness and efficiency in the delivery of quality products and services to the airport. This would generate potential benefits to the stakeholders. From the residents’ perspective, the project will reduce overdependence on the airports outside the region. Besides, there will be quality mechanisms for the organization and residents to handle long haul destinations to various locations in the global context. Furthermore, there will be increased platform for employment opportunities for the residents through the emergence of the business entities within the airport, as well as an increase in the volume of operations by the company (Wilcox & Reber, 2012). On the other hand, the local authority will focus on utilizing the opportunity to achieve the goals and targets at the end of every fiscal period. For instance, execution of the project will facilitate an increase in the revenues to the local authorities through taxation (Dozier, Grunig, & Grunig, 2013). In addition, it is possible for the local authority to reinvest this revenue in pursuit of quality development and planning of the city in accordance with the demands and expectations of the target audiences or residents (Watson, 2012). Categorically, the key messages should concentrate on highlighting the objectives and positive implications, which outweigh the cost of execution of the project. Such a campaign will be ideal towards gaining substantive support from the stakeholders within the case of Bristol Airport. Possible Communication Channels In order to achieve effective and efficient communication, there is a need for the company to focus on selecting appropriate strategies for communication or interaction with the relevant stakeholders. In the first instance, there is a need for the organization to focus on the organization of private meetings with the local authorities to provide the platform for an effective presentation of their view and plan (Daim et al., 2012). This approach will be valuable in trying to convince the stakeholder on the need to approve the execution of the project. In addition, the approach will enable the company to concentrate on the stakeholders while highlighting the goals and benefits or potential advantages of the expansion of the runway, as well as the integration of the second terminal at the airport (Coombs, 2014; Coombs & Holladay, 2013). In the case of the residents, the company should focus on the use of communication channels such as rallies, road shows, and campaigns to meet the residents with the objective of convincing the target audiences of the need to accept or facilitate approval of the project (Danaher & Rossiter, 2011; Broadbent, 2013). These approaches will be valuable in aiding the generation of quality interaction between the stakeholders and the company, thus increasing chances of approval of the project through the elimination of the potential resistance from the stakeholders. Budget In the course of executing the project, the company should consider projecting a budget of about ₤800,000,000, which proves to be flexible in accordance with the demands and expectations of the company. This will also incorporate substantive financial resources, which might be valuable in the course of engaging the stakeholders on acceptance, as well as approval of the project. Categorically, the approach will be ideal for enhancing the image and reputation of the firm while enabling the business entity to operate within its means. The announcement of the project should occur early 2016 to provide the opportunity for the organization to engage in other activities effectively and efficiently in agreement with the demands and expectations of the consumers. Evaluation of Campaign In the course of evaluating the campaign, there will be a need for the company to consider the evaluation of the ability of the process to achieve its specific objectives, which provides the platform for the realization of the general objective (Ruck & Welch, 2012; Newsom, Turk, & Kruckeberg, 2012). The approach will be ideal for the determination of the success of failure of the campaign to facilitate acceptance, approval, and completion of the project in the case of Bristol Airport. The campaign seeks to convince relevant stakeholders on the need to accept and approve completion of the project, thus the need to evaluate realization of such objectives. Conclusion Conclusively, the approach by Bristol Airport to expand its operations through integration of a second terminal and expansion of the existing runway by 400 meters is valuable in offering ideal opportunities for the key stakeholders such as residents and local authority. From this perspective, the campaign should focus on these two stakeholders. Furthermore, there is a need to focus highlighting the benefits and opportunities relating to the project, thus ideal platform towards gaining support from these stakeholders. List of References Bowen, J. 2013. Continents shifting, clouds gathering: the trajectory of global aviation expansion. Sustainable Aviation Futures. Emerald Group Publishing Limited, Bingley, UK, 37-63. Broadbent, D. E. 2013. Perception and communication. Elsevier. Burghouwt, G. 2013. Airport capacity expansion strategies in the era of airline multi-hub networks. International Transport Forum Discussion Paper. Burghouwt, G., Krul, J., Veldhuis, J., de Wit, J., & Jamotta, J. 2014. Expanding Airport Capacity: Competition and Connectivity: The case of Gatwick and Heathrow. Country-Specific Policy Analysis. Coombs, W. T. 2014. Ongoing crisis communication: Planning, managing, and responding. Sage Publications. Coombs, W. T., & Holladay, S. 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