This report was created to analyse and evaluate the E ON/Denshaw case study and identify the communication processes and techniques used by E ON/UU and the opposition groups. It is then discussed how to improve its corporate communications strategy through the recommendations.
The analysis undertaken within the report consisted of closely studying the case study and noting the various strategies used in each parties communication process. Studies were also taken out to determine the issues, stakeholders and publics that would be affected by the case.
The report finds that the opposition groups had the most successful communication strategy as they maintained key relationships and communications principles such as; Media relations, built reliable contacts, communicated effectively and developed trust and understanding. It also finds that although E ON/UU’s strategy was typical of corporate communications it lacked depth and efficient research into understanding its market.
It is recommended that E ON/UU’s strategy could have been improved by taking the following steps
• Maintained media relations
• Identifying and communicating with key stakeholders
• Developed trust and understanding
• Undertaking a thorough communications audit
• Creating a SWOT and PEST analysis to determine and analyse important external and internal factors.
With regard to the proposed wind farm being built on Denshaw Moore, by Britain’s largest integrated energy supplier, EON; it is evident that there are various issues concerning the application. The issues raised, concern the local community and the location of the wind turbines, together with the lasting effect on the environment. The local community have a strong notion and fuel their anger by saying there is no place for wind farms on Denshaw Moore. In spite of this, they continue to express that they do not contest wind farming all together; however turbines should be placed out