The PR campaign "Yes to Heathrow" aimed to gain public support for expanding Heathrow Airport through a third runway. The campaign's goals were to minimize environmental impacts, understand local concerns, and assure noise pollution would be reduced. Tactics included online surveys, social media engagement, print ads, and local events to build support among residents, politicians, unions and environmental groups. The £50,000 budget was allocated mainly to social media, print media, local campaigns and exhibition events. The campaign expected to generate increased social media followers, press coverage and local event attendance to help gain approval for the airport's expansion plans.

1. The Extension of
Heathrow Airport-
Yes
M A Sobahan
London South Bank
University
Public Relation

2. Campaign Name
“ YES to Heathrow”
Campaign LOGO – Designed by PR Team

3. Content:
Campaign overview
Background
Issue of importance
Opportunities
Problem facing the organization
Goals of campaign
Objective of campaign
Key massage
Target public
Proposed Strategy & Tactics
Operational plan
Budget
Evaluation
Result

4. Campaign Overview
Campaign Name: “ Yes to Heathrow”
PR Team : M A Sobahan – LSBU
Timing : June 2015 to November 2015
Budget : £ 50,000

5. 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.

6. 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

7. 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.

8. Opportunities

9. 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.

10. 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

11. 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

12. 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

13. 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.

14. 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.

15. 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.

16. 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 region
The non-governmental organization, Greenpeace.
Local businesses
Employees
Media
Potential employees
Local community
Financial - Shareholders, banks, insurance companies etc.
Distributors

17. Proposed Strategy & Tactics:
The world of PR has changed dramatically in the last few years
The 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

18. 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:

19. Target Audience
Proposed Strategy & Tactics:
Facebook Advert example:

20. 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 magazine
Local campaign to support this project
 Fan encouraged to make their own version
Plans Exhibition
 Press Conferences and Video News Releases online

21. Operational Plan

22. Operational Plan

23. Operational Plan

24. Campaign Budget
25%
16%
33%
26%
Estimated Budget
Social media Prinded media
Local Campaign Event & Exhibition
Budget allowance is £50,000.

25. 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.

26. 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

27. 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.

28. 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)