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The Bristol City Council is interested in developing an arena in the city that will serve as a hub for entertainment for Bristol’s residents, enabling them to watch their favorite local and international artists perform here as and when such artists make their way to Bristol, and watch sporting events take place etc. The construction will be carried out in collaboration with YTL, a Malaysian investment firm. The size of the arena that has been proposed by the Bristol City Council for construction is quite substantive, and it will be constructed on the old Filton Airfield site, making it a destination that is strategically located and therefore readily accessible by all those living in Bristol. The Bristol City Council has set aside a budget of hundred thousand pounds for the construction of the arena and while the council is aware that a lot of controversy is going to be generated by virtue of the fact that the arena will be constructed on the old Filton Airfield site, it has hired the assistance of the PR agency to design and conduct a campaign that will communicate the announcement of the decision to develop the old Filton airfield site into an arena. This assignment prepares a report that will be used by the PR agency to identify the issues that are likely to arise with regard to the development of the arena and also identify the key publics that are likely to affect the proposed development (based on given scenario). The report will specifically engage in the analysis of environmental issues, stakeholder analysis, will state all objectives relevant for stakeholders, after which the report will proceed to discuss the PR Campaign strategy and tactics and the ethical factors that will be taken into consideration for planning and implementing the proposal of developing the arena in the old Filton Airfield site. The report will conclude by stating the methods that are going to be used to evaluate the PR campaign. The public chosen for analysis are the common people living in and around the proposed construction site.
Competitive Rivalry The construction of the arena by the Bristol City Council in collaboration with YTL, is likely to invite competition from developers and construction agencies in the city who would be interested in doing the same, privately, using their own capital or borrowed resources and for a greater amount of profit. Competitive rivalry for the proposed construction is therefore quite high (Abalkhail 2019).
Supplier Power The arena that is going to be constructed by the Bristol City Council in collaboration with YTL, a Malaysian investment firm, is something that can only be done if raw materials for such construction work are supplied in a timely and sufficient manner. Since the development of this arena is going to be one of a kind and since it is being carried out by a public body like the Bristol City Council, the power of suppliers is likely to be low, as there are certain to be many suppliers who would want to oblige the council by providing the construction materials needed to get the arena built in a timely manner (Ibid)
Buyer Power None of the residents in and around the old Filton Airfield site are accustomed to the type of entertainment that they are likely to going to be provided with once the arena is built. The buyer power is therefore low (Ibid).
Threat of Substitution Since the arena is going to be constructed over quite a massive area and since it is going to involve the use of a considerable amount of public resources to do the same, the threat of substitution is likely to be quite low (Ibid).
Threat of New Entry Although there are developers and construction agencies in Bristol itself that are interested in coming up with a vast construction like an arena through the use of private resources and for private gains, it is difficult for them to propose the same now that the old Filton Airfield has already been chosen for development into an arena by the Bristol City Council. The threat of new entry for the construction and development of the arena is therefore low (Ibid).
One of the major environmental challenges that is going to be posed by the building of the arena in the old Filton Airfield site is the fact that the builders are going to have to engage in the use of drills and other important tools that are necessary for construction work, making the surrounding area very noisy indeed. People who reside in homes and apartments that are located in close proximity to the old Filton Airfield site are going to be very severely disturbed as a result of all the noise that will be generated through the use of drills and other important construction tools that are going to be used regularly in order to get the stadium built in the desired fashion. The fact that the building or construction work is something that is likely to last for a period as extensive as six months implies that the residents here are going to suffer from such disturbance over a long period of time. Sleepless nights is what the residents near and around old Filton Airfield site are going to suffer from and it is not something that they are going to be happy about at all, given that people both young and old live in this part of town (Misopoulos et al. 2019).
Another one of the environmental challenges that shall be posed upon the building of the arena in the old Filton Airfield site is air pollution. The construction work that will ensue over here will result in a lot of brick dust, mortar and other forms of pollutants being released into the air, which in turn will make it difficult for the residents in and around the area very tough to breathe fresh air. People who live near the proposed construction site as well as people who come here to this part of town to work every single day, are going to be at the receiving end of such adverse air pollution and will for the most part be compelled to wear masks and do their work until all the construction work is complete (Misopoulos et al. 2019).
The development of the old Filton Airfield site into an arena by the Bristol City Council implies that a lot of empty and spare open space that was previously used by people living or working here to go for long walks or take strolls. They are not going to be able to avail this open space any longer as an arena is going to be built over here. Hence this is not something that is going to be well received by the people living in and around the proposed construction site who were used to the vast open spaces that would serve as a destination for relaxation activities. They are now going to have to come to terms with the vast open space now housing a large an imposing structure known as an arena that will be used for the hosting of entertainment or cultural events (Bamgbade et al. 2019).
The Bristol City Council will make use of public funds and public resources and the investment or capital that is provided by YTL, a Malaysian investment firm, in order to get the arena constructed in the old Filton Airfield site for the benefit of the public of Bristol City. Public funds and public resources that will be used will include the money that is invested by stakeholders in this project being undertaken by the Bristol City Council as well as the money that is contributed by the people of Bristol for public projects in the form of taxes (Bamgbade et al. 2019).
The stakeholder analysis tool will be utilized in order identify stakeholders for the project that pertains to the construction of an arena by the Bristol City Council.
The immediate stakeholders for the project that pertains to the construction of an arena by the Bristol City Council will include the members of YTL who make an investment in the project and of course the members of the public, that is, the common people of Bristol City, who will benefit from the construction of such an arena, who will be visiting the arena regularly to witness entertainment events taking place including the people living in and around the old Filton Airfield site that is now going to be used for the construction and development of the arena (Austin and Pinkleton 2015).
Close Management of High Power and Highly Interested Public – There are going to be people living in Bristol City, including those living in and around the place where the arena is being built, who are going to be very interested in the development of the arena and who are going to want to visit the place on a regular basis with their friends and families to watch entertainment events take place. These are the people who are going to be updated frequently with regard to news pertaining to the development of the arena (Austin and Pinkleton 2015).
Ensuring Satisfaction of High Power and Less Interested Public – There are going to be people living in Bristol city, including those living in and around the place where the arena is being built who will have the means or the purchasing power to visit the arena on a regular basis for entertainment events but who may not always be very interested in doing so. Every effort will be made by the council to keep these people satisfied by letting them know that such an arena is coming up and the many benefits they can experience by visiting the arena as and when they do (Allagui and Breslow 2016).
Keeping Low Power but Highly Interested People Informed – Members of the Bristol City Council who have the interest in attending the events that take place at the arena but who don’t have the time or the purchasing capacity to do so will be kept informed about the arena’s construction and up and coming events at the arena so that they can visit whenever they have the means to do so (Allagui and Breslow 2016).
Monitoring of Low Power and Less Interested People – There will be members of the Bristol City public who will not have the purchasing power to attend events at the arena and who will not be interested in attending the events that take place here as well. Such people will be closely monitored and observed in the hope that at some time or the other they can be encouraged to come and visit the arena and see the events taking place here (Allagui and Breslow 2016).
The chosen public for the PR campaign are of course the common people or general public living in Bristol City. These are the people who form the heart and soul of the city and it is they, who pay the maximum taxes for the betterment of the city and their wellbeing that the Bristol City Council caters to. Hence it is more than justified that this is the public that be chosen as the focus of the PR campaign.
Specific The PR campaign will communicate the announcement of the construction of the arena specifically to the common people or general public living in and around the proposed construction site as well as in other parts of the city of Bristol (Van Erkel et al. 2017).
Measurable Bristol is not a large city, so the public for the PR campaign will be measured and hand counted. Around 100 to 150 people living in Bristol will be chosen for outreach as part of the PR campaign (Van Erkel et al. 2017).
Attainable Given that the chosen public is not of a substantive number and given that Bristol by and large is not a big city, it is believed that the objectives of the PR campaign will be attained with ease by speaking to the public on a one to one basis and circulating leaflets and pamphlets containing information about the new arena construction (Van Erkel et al. 2017).
Relevant The benefits and utility value of the arena will be communicated to the chosen public so that they understand why it is they should visit the arena regularly or as and when they can (Ibid).
Time Specific The campaign will be carried out over a time frame of six months, at a time when the construction of the arena is already underway so that the attention and the interest of the chosen public is roused well before the arena is officially launched for public use by the Bristol City Council (based on given scenario).
The announcement of the new construction of an arena at the place which was formerly the old Flinton Airfield site will be communicated widely through the use of social media channels and platforms like Facebook, Instagram and Twitter (Rossman 2017). By doing so, the PR agency that carries out this campaign will be able to reach out to a large section of the Bristol City public and more in a very short span of time, communicating effectively about the news and rousing public interest in it at the same given time (Baron et al. 2016).
Leaflets and pamphlets about the opening of this new arena will also be distributed at shopping malls and departmental stores in the city of Bristol so that the common people or general public of Bristol City who are the chosen public for this campaign, get to know about the new place that is being developed (Baron et al. 2016).
Local media channels and print media like local newspapers will be informed about the proposed construction in the six months during which the construction work is initiated. It is hoped that the newspapers will play a leading role in particular in disseminating important information about the construction of the arena and the many benefits that this is going to bring for the common people of Bristol, by providing them with a new and constant venue for entertainment (Erdemir 2015).
The PR campaign will include some mention of the deals and discounts that customers get to avail when they attend the entertainment events that take place at the arena. For instance, those who are the first to sign up for events at the arena can benefit from a discount as high as 50% on ticket prices (Erdermir 2015).
Some of the key ethical considerations for PR practitioners include transparency, honesty and openness in terms of communication with stakeholders (Sides et al. 2015). Integrity is expected also on the part of those carrying out a PR campaign and it is additionally expected that PR practitioners will demonstrate a good deal of respect in their behavior towards stakeholders or the people towards whom the PR campaign is directed, so that the objectives of the PR campaign are those that are successfully met (Francart et al. 2019).
There are a number of ethical issues that are likely to surface during the implementation of the project proposal. Firstly, the communication of the announcement of the construction of an arena in the old Flinton airfield site by the PR agency is not something that is going to be well received by people living in and around the area because of the environmental pollution that is going to be generated as a result of the construction in addition to the noise that will be emanated in the process of construction (Myers 2016). Secondly, people who would be interested in attending the various events that are likely to be held at the arena but who do not have the purchasing power to do so will also feel disheartened when the PR campaign is conducted, which emphasizes the construction and development of the arena by the Bristol City Council in partnership with YTL, a Malaysian investment firm (Keller and Faye 2016).
Some of the methods that will be deployed to evaluate the success of the PR Campaign will be as follows –
One of the ways by which the success of the PR campaign will be determined is by seeing how actively members of the chosen public engage with PR practitioners regarding the construction of the arena in the old Flinton airfield site, by inquiring more about the construction and the many benefits that this is going to bring for the common people or general public of Bristol (Lefky et al. 2015).
How positively the local media is seen to cover the news of the construction of the arena will also serve as evidence of whether or not the PR campaign is a success. If the news is positive and vibrant and it implores the locals of Bristol to go all out and endorse the construction of the arena, then it can be said that the PR campaign being conducted is largely successful in its outreach (Leinemann, R. and Baikaltseva, E., 2017).
Abalkhail, T.S., 2019. Entry and Expansion Strategies for Burberry in Oman by Applying Porter's Five Forces Model. Indian Journal of Marketing, 49(1), pp.25-35.
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