1. March 10, 2011 Presentation by: Katie Hutchinson & Anjali Rajgopal

2. Agenda: Brief Situational Analysis & SWOT Reputational Consequences Audience Attitudes Public Relations Challenges Proposed Actions Key Messages

3. 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)

4. SWOT StrengthsWeakness Opportunities Threats 1 st 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

5. 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 SustainabilityCONS “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

6. Audience Attitudes American Adults Against (FOX) 6368 American Adults For (CNN) 3029 Manhattanites Against 36 Manhattanites For 46  Proponents  Opponents  “Muddled Middle”

7. PARK51 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 all AND Prayer space for the Muslim community to accommodate 1,000– 2,000 people

8. All people can hear: Prayer space for the Muslim community to accommodate 1,000–2,000 people Ground Zero Mosque “Ground Zero Mosque”

9. 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."

10. To win public approval for Park51 Community Center Goal:

11. Recommended Course of Action Objective: 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 &

12. Recommended Course of Action Objective: To win public approval for Park51 Target opinion leaders and influencers to disseminate message to groups. Republican leaders Gain and Promote 3 rd 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

13. Recommended Course of Action Objective: 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

14. Recommended Course of Action Objective: 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.

15. 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.

16. Key Message: Park51: Rebuild Revive Reinforce Lower Manhattan and its commitment to the public PARK51