The Traditional Four-Step Plan For The Future Of The San Diego Airport

813 Words 4 Pages
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…
They could use the airport for a layover or a final destination. More specifically, Porter Novelli wanted to reach the more vocal stakeholders that would give valid criticisms in the need for the expansion. The tactic used to reach them started by doing interviews and focus groups. By doing, reaching out to people it gives them a sense of worth. That their opinion matters to the future of a big project that could, not only increase jobs but give added flying options. After the data from the focus groups was analyzed, they realized that the public felt that they were not being updated on what the plans were for the future of the airport. The next tactic used was the agency sending business reply cards asking neighbors to sign up for a “keep me informed list”. This came along with videos, advertising, and a website to keep stakeholders informed on what was going on. I think that Porter Novelli did a brilliant job in creating all these media outlets for stakeholders to be involved. It also gave the public different options, they could read about it or they could watch videos on it. Being aggressive in their campaign was a smart move for Porter Novelli and lead to a successful case for the …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

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