Park51

March 10, 2011Presentation by:

Katie Hutchinson &

Anjali Rajgopal

Agenda:

• Brief Situational Analysis & SWOT

• Reputational Consequences

• Audience Attitudes

• Public Relations Challenges

• Proposed Actions

• Key Messages

Background. The Facts.Park51: Proposed community center in lower Manhattan & Nonprofit Entity (funds & oversees)

To be Located 2 blocks from Ground Zero.

Cordoba House or PrayerSpace: Interfaith & religious component inside the center.(Only occupy 2 floors in the 13 floor center)

SWOT

Strengths Weakness

Opportunities Threats

1st amendment right: Mayor Bloomberg President Obama Freedom of Religion World wide reach

Offer Financial Sustainability

Increase Muslim credibility

Promote inter-faith dialogue

Build relationship with NY community

9/11 memorial & contemplation space

Insensitive to victims Lack public trust &

understanding Leaders speculation Extreme opposition Leadership Absence Limited funds Negative Public

opinion

Incite radicalization Forever in

Arbitration Bloomberg Lawsuit Can’t raise funds Media comments

negatively affect efforts

Media Agenda/Shaping

Reputational Consequences

PROS• Provide Jobs• Fight to uphold Freedom

of Religion• Give Back to NY• Gain recognition for the

Muslim faith• Community Center for

Lower Manhattan• Rebuild Lower Manhattan• Green Sustainability

CONS• “Walking on the graves

of the fallen”• “Insensitive”• Promote a terrorist

agenda• “Victory Memorial”• Alienate people they are

trying to connect with• American’s known as

Islomaphobists

Audience Attitudes

American Adults

Against(FOX)

63

68

American Adults

For(CNN)

30

29Manhattanites

Against

36

Manhattanites

For

46

Proponents Opponents

“Muddled Middle”

PARK51 Community Center Consists: • Recreation spaces and fitness facilities

• swimming pool, gym, basketball court• Auditorium – 500 seats

• Restaurant and culinary school• Cultural amenities; including exhibitions

• Education programs• Library, reading room and art studios

• Childcare services• September 11th memorial & quiet contemplation space, open to allAND• Prayer space for the Muslim community to accommodate 1,000–

2,000 people

All people can hear:

Prayer space for the Muslim community to accommodate 1,000–2,000 people

“Ground Zero Mosque”

Public Relations Challenges

1. The project is branded “Ground Zero Mosque”

2. Lack of communication & transparency about funding for community center.

3. Leadership crisis. "An enormously overwhelming percentage of

people struggle with homosexual feeling because

of some form of violent emotional or sexual abuse at

some point in their life."

To win public approval for Park51 Community Center

Goal:

Recommended Course of ActionObjective: To win public approval for Park51

• Inform the public about Park 51. What it is? What is it not?What’s it in for me?

• Promote the amenities & resources of the community center.

• Promote the real name: Park51 &

Recommended Course of ActionObjective: To win public approval for Park51

• Target opinion leaders and influencers to disseminate message to groups.• Republican leaders

• Gain and Promote 3rd party endorsements (people relate):• Survivors and families of 9/11. University leaders. Spiritual

leaders.

• Promote facts:• Target key media: national, regional and local print, radio,

television • Social Media: Facebook, Twitter, YouTube, blogs

Recommended Course of ActionObjective: To win public approval for Park51

• In order to gain public trust Park51 needs to be vulnerable.

• Make public the financial statements of Park51.

• Build trust & credibility with the public

• Help to alleviate public fear about “terrorist” contribution and hidden agendas.

• To increase supporters who spread the message• To increase financial investors

Recommended Course of ActionObjective: To win public approval for Park51

• Find and appoint a charismatic leader who is not a source of conflict or shame to communicate Park51 messages.

The “Face” of Park51• Build trust with public, investors & supporters• Motivate , Influence & leverage relationships with

employees, investors and the public.

• Leader needs to establish a unified voice for Park51.

Key Messages to Client:

• Leadership: A “face” for Park51• Communication: Park 51 is as a community center.• Transparency: Take the first step.

Key Messages to Public:• Park51 plans to open communication channels that

will provide an accurate source of information on the financial funding of the project.

• Park51 is committed to finding a leader who personifies Park51’s core values & can communicate openly and honestly with the public.

Key Message:

Park51: •Rebuild•Revive •Reinforce

Lower Manhattan and its commitment to the public PARK51