Facing national discussions on transportation, sustainability, and economic growth, this major international airport, serving tens of millions of passengers annually, prioritizes managing stakeholder opinions.
Onclusive provided an integrated framework centered on understanding the attitudes and behaviors of key stakeholders. This evidence-based analysis revealed the factors shaping the airport’s reputation, leading to a revised communication strategy. Learn more about their approach.
The Challenge: A Complex Web of Stakeholder Expectations
Managing the reputation of a world-class airport involved navigating conflicting priorities among diverse stakeholders, including MPs, local communities, passengers, regulators, international partners, environmental groups, and employees. The airport struggled with accusations of both insufficient and excessive sustainability efforts, making balanced messaging challenging.
Existing stakeholder surveys offered a fragmented view of reputation with inconsistent metrics. The communications team urgently needed a single source of truth to track sentiment, inform strategy, balance growth and environmental responsibilities, and proactively manage diverse expectations. Without this, communication remained reactive, hindering the client’s ability to measure the impact of their initiatives.
The Solution: The Reputation Intelligence Framework
Onclusive created a unified system to track the airport’s reputation by integrating data, applying human analysis, and weighting results by influence. This converted feedback into a cohesive intelligence framework showing public sentiment across key audiences.
The reporting system offered a benchmarked reputation score, trend analysis, strategic narrative measurement, and targeted reporting on community relations and sustainability. SWOT analysis and stakeholder-specific event tracking helped communications professionals understand their messaging impact, enabling strategic reputation management.
“The Tracker provides a persuasive tool to demonstrate the value of proactive communications and the impact of negative narratives…The data provided by Onclusive gives us the confidence to push back on the risks of doing this and make the case to take this message externally.”
Senior Press Officer, Prominent International Airport.
Measurable Results That Drive Action
The Reputation Tracker has become the airport’s “single source of truth” for stakeholder sentiment, providing:
Strategic Benefits
- Evidence-based proactive communications
- Management of cyclical challenges (strikes, weather issues)
- Support for community investment decisions
- Guidance for sustainability communications
- Enhanced team morale through objective measurement
“Teams across the whole business want to see who has ‘done best’ this quarter. Given how hard people work to protect our reputation across all media and stakeholder relationships, the Tracker provides valuable external recognition.”
Senior Press Officer, Prominent International Airport
Ready to build a single source of truth for your organization’s reputation? Onclusive’s team of dedicated insights experts transform disparate data sources into actionable intelligence:
- Track and measure stakeholder sentiment effectively
- Make evidence-based communications decisions
- Benchmark against peers and prove communications value
Speak with our reputation management team today to learn how we can create a customized framework for your organization.
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