An Unprecedented Community
Outreach
The Challenge: Oakland
International Airport had to close its main runway for up to 10
days for repaving, meaning that flights would be diverted over nearby
residential areas. Good community relations are a necessity for
airports today to minimize opposition to necessary future activities.
The challenge here was to involve nearby residents and city officials
in the decision-making process and let nearby residents know what
to expect. The runway had not been completely repaved since 1977
a time when there was significantly less air traffic.
 The
Solution: The airport contracted with us to manage the entire
communications program, as its staff was not large enough to manage
this program in addition to its regular day-to-day duties.
We worked with the airport on a multi-faceted community and public
relations program to explain the need for repaving and what the
airport was doing to cooperate with the community. We issued regular
press releases and offered video footage and a graphic of flight
pattern changes to local television stations.
In addition to media relations, the program included the following:
| • |
Discount airline tickets for families
who wanted to travel during the construction period |
| • |
Discount tickets to area family attractions
for persons living near the temporary flight patterns |
| • |
Temporary relocation program for persons
with health conditions that might be affected by flight pattern
changes. |
| • |
Print and radio advertising |
| • |
Direct mail to airport neighbors |
| • |
Community meetings |
| • |
Special section on the airport Web site |
| • |
Four special telephone hot
lines and media relations. |
Results: News media coverage of the
innovative programs was extensive with coverage by all Bay Area
news media, as well as CNN’s national broadcast. Complaints
by residents were minimal, only slightly exceeding the usual number
of calls. Media coverage highlighted the fact that the project was
completed in slightly more than half the scheduled time period,
and frequently quoted neighbors as saying that the impact on them
was negligible. Other airports have asked Oakland International
for advice on handling similar programs.
Note: A 195-page report with complete details
of the program also is available.
<back to case
study index> <next case study>
|
