Porter Novelli Case Study: San Diego Airlines

The kind of research that was used to support this campaign was the traditional four-step model. When the Authority public affairs team collaborated with the public relations firm Porter Novelli, this gave them the resources they needed to research, plan, evaluate, and communicate what they needed to expand the San Diego airport. One of the main things that they did was research to make sure that all their expansions would be under code so that the Environmental Impact Report would approve their requests. Then they started doing focus groups with many different sample groups. Not only were they using local stakeholders but also ones from different industry sectors. They wanted to speak to vocal community leaders even those who were opposed …show more content…
The Authority public affairs team could have just gone along and done what they wanted to behind the backs of the citizens that were affected by the expansion. Realistically, if the Authority followed all the laws that were involved in their case they really did not need to speak to the publics about their decisions. With that being said, they were smart in hiring a public relations team to build an identity with the publics and make sure that they were not affecting public opinion. Without applying to values and ethics the case as a whole could have been disastrous. By hiring Porter Novelli, the project became transparent to the public and saved a whole lot of headache. They opened up their plans to stakeholders and by doing so increased public support by a lot in my opinion. The company knew there was a need for expansion and once they proved to the public that there really was a need, they got the support they wanted. It is better to ask permission then to ask for forgiveness in the world of public …show more content…
They are the ones that have the means to do the research and find out where the public stands on issues. Public agencies also do not have a lot of funding or even personnel to do all the extra work so they contract out an agency that has expertise in the field. If I were the executive of an organization and I did not know what to do about getting people to back my project then I would hire a public relations company to help get more stakeholders in my company. This would also educate my company on how they go about doing so. For future projects, I may not need to spend the money on a public relations agency for smaller projects but then I have now built a relationship with them for other needs that I would need an agency for. This then becomes mutually beneficial for