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1.0 Introduction介绍
经济发展提高了人类的生活水平，延长了人类的生命（Bennett，Kemp和Hudson，2016），但经济发展也带来了更多的污染，废物排放和气候变暖，可能对环境造成毁灭性的灾害。影响人类社会和自然的可持续性（Fugiela et al。，2017）。媒体作为一个特殊的社会组织，有责任利用其影响力向公众传播环境保护的意识和概念，以尽可能为环境保护做出自己的贡献（Votsi，Kallimanis和Pantis，2017） 。本报告将制定一个关于环境保护公益活动的媒体宣传项目。
Economic development has improved the standard of living of mankind and prolonged the life of mankind (Bennett, Kemp and Hudson, 2016), but economic development has also brought more pollution, waste emissions and climate warming, which could have devastating disasters against the environment and affect the sustainability of human society and nature (Fugiela et al., 2017). The media as a special social organization has the responsibility to use their influence to disseminate the awareness and concept of environmental protection to the public, so as to make their own contribution to environmental protection as much as possible (Votsi, Kallimanis and Pantis, 2017). This report will develop a media promotion project on public welfare activities for environmental protection.
2.0 PESTL
2.1 Political政治
英国是世界上最早工业化的国家之一，也是最早认识到环境保护严重性的国家之一（Budd and Budd，2016）。因此，英国政府的环境政策相对成熟。其政策强调环境保护教育，非政府组织的参与和采用经济手段，注意保护公民了解环境信息的权利（Votsi，Kallimanis和Pantis，2017）。今天，英国政府对环境保护的重视程度仍然很高。
Britain is one of the countries industrialized earliest in the world and it is also one of the countries recognizing the seriousness of environmental protection earliest (Budd and Budd, 2016). Therefore, the British government's environmental policy is relatively mature. Its policy emphasizes the education of environmental protection, the participation of non-governmental organizations and the adoption of economic means, paying attention to protection of the citizens’ right to know environmental information (Votsi, Kallimanis and Pantis, 2017). Today, the British government's emphasis on environmental protection remains at a high level.
2.2 Economic经济
为加强环境污染治理，英国政府采取了一系列经济手段，包括：英国进行了全面的产业结构调整，促进产业升级，重点发展高新技术产业，服务和绿色经济减少污染源（Budd，Ison和Budd，2016）。它还通过补贴的方式增加对服务业的支持，积极推动新能源的使用，减少煤炭和其他污染物的排放，提高新能源的使用比例。
In order to strengthen the treatment of environmental pollution, the British government has adopted a series of economic means, including: the UK has carried out a comprehensive industrial restructuring, promotion of industrial upgrading, focusing on the development of high-tech industries, services and green economy to reduce pollution source (Budd, Ison and Budd, 2016). It also increases support for the service industry, by the way of subsidizing to actively promote the use of new energy sources, reducing the emission of coal and other pollutants and enhancing the proportion of using new energy.
2.3 Social
The British government attaches great importance to improve the people's awareness of environmental protection, the British people have generally formed a consensus that human beings not only have the right to use the nature, but also have the right to protect the nature, the citizens have a strong sense of environmental protection, and they are also willing to actively participate in the environment protection action (Cole, Elliott and Shimamoto, 2005).
2.4 Technological
The British government and enterprises attach importance to the use and development of new technologies in the field of environmental protection, the application of these environmental technologies has played a very good role in environmental improvement. For example, from 2011, the British government has used a calcium-based adhesive to treat air pollution on the streets, this chemical solvent has a very significant effect on reducing haze (Fugiela et al., 2017).
2.5 Legal
The British government has enacted and promulgated a series of laws to ensure that economic development is not ensured at the expense of the environment, and the laws promulgated are covered by water use, climate change, air quality, waste utilization, noise and so on (Votsi, Kallimanis and Pantis, 2017).
Judging from the PESTL analysis results, the British government and the general public have attached importance to environmental protection, and they have developed more mature environmental protection laws and measures. However, environmental protection is a long process, any lax action can have adverse consequences, especially the current environmental pollution problem is not only from enterprises, but also from the public's daily behavior, including vehicle exhaust emissions, improper use of living water, high-carbon lifestyle and so on. It is needed an organization to improve their awareness of environmental protection and encourage them to adopt a more environmentally friendly way of life.
3.0 Target population
This publicity project is aimed at people from 18 to 40 years old. It is well-known that environmental pollution is not just related to enterprises, but also closely related to people’s high-carbon life behavior, and young people prefer to take high carbon lifestyle, for example: driving cars with high emissions, depending too much on electrical equipment, food waste and so on, than old people. Thus it is more necessary to carry out environmental protection publicity towards young people to improve their awareness of environmental protection and improve their way of life.
4.0 Objectives
The objectives of the promotion project on public welfare activities are designed as follows.
-To help 2,000 people of 18 to 40 years old to raise awareness of environmental protection within a month;
-To help 2,000 people of 18 to 40 years old to improve their initiative participation in environmental protection activities within a month;
-To help 2,000 people of 18 to 40 years old to allow them to consciously promote the importance of environmental protection to other people within a month
5.0 Contents of the promotion project
5.1 Radio
Broadcasting still has certain influence in the UK currently, the annual broadcast audience are hundreds of millions of people, the increase in the number of broadcast audience is related to scientific and technological progress, because now there are more and more people who listen to the radio through mobile phone, the network (Rajagopal, 2010). BBC4 is one of the most popular broadcast media in the UK, it mainly broadcasts news and documentary programs, it mainly influences the London area, because of the large population, the environmental pollution problems in London are more serious, therefore, this project choose BBC4 to promote environmental protection. The project is expected to develop eight episodes of environmental protection program in April 2017, the program will be broadcasted twice a week on every Monday and Wednesday night, from 8:00 to 9:00 PM. In each program, a host will discuss environmental problems with an environmentalist and an environmental volunteer. Each program will take a subject of environmental protection as a discussion object, such as: air pollution and lifestyle, water pollution and lifestyle, high carbon life and environmental pollution and so on. Each episode also uses the way of “call in” to talk to the audience and answer the audience's comments.
Figure 1 The top 4 radio stations with the most listeners in UK
5.2 Social media
Social media has become one of the most commonly used media by young people in the contemporary world. Some social media in the UK have more than 40 million of users. The benefits of social media are that users can communicate in various forms such as voice, text, pictures and video, and through two-way communication between users, information dissemination will be fast (Young et al., 2017). In the project, it will also be through the FB and Instgram for the promotion of public welfare activities. First of all, it creates a social media account for this project, in a month, an environmental-related topic will be uploaded through the account every day, and with pictures or video to attract audience, the environmental issues uploaded should be controversial and closely related to the majority of people's lives to cause the concern and discussion of Internet users. Then, the account should have a correlation with the social media account of other environmental groups or famous people who have a certain social impact of environmental protection, and asking them to communicate information uploaded by the account for this project. Finally, the positive interaction with the Internet users should be carried out when there is an Internet user who visit the social media account and leave a message, encouraging them to forward the articles of social media account to expand the influence of the account.
5.3 TV
The advantage of communication through TV lies in that it can be intuitive to give the audience a strong appeal and shock (Pan, 2009). In the project, a special environmental protection program of 4 episodes will be designed and broadcasted through the BBC One channel. It will be broadcasted on Thursday every week, from 8 to 9 o'clock (PM). BBC One channel is a comprehensive channel, it is one of the most popular channels in the UK. The special program will mainly use image to show the damage of the environmental pollution to human society, so that the audience can have a more intuitive feeling of environmental protection, they will be aware of the urgency of environmental protection, and two experts will be invited to introduce the current British environmental pollution situation, and how the public can change their lives to participate in environmental protection.#p#分页标题#e#
5.4 Leaflet
Distributing leaflets is a traditional marketing tool, and its advantage lies in the simple operation. In the project, it is scheduled to distribute leaflets on Knightsbridge in the UK on weekends from 5-6 PM, because there is a lot of traffic on weekends and afternoon, around 5,000 pieces will be distributed. The contents of the leaflet include the following three aspects: First, with pictures and text description about environmental protection, with the slogan associated with environmental protection to call on everyone to pay attention to environmental protection, finally, it is accompanied by information about time schedule for broadcasting of the radio and television programs related to the project, as well as the public media account address, calling for everyone to watch or listen to programs, and pay attention to the social media account. Distribution of each time will be completed by four people, wearing a uniform printed with the words of environmental protection.
6.0 Timetable
The project is scheduled to last for a month, from April 3, 2017 to April 30, 2017, there is a total of 28 days. The specific schedule is shown in the table below.
7.0 Costs
Costs for items of the projects are shown as follows.
8.0 Risk assessment
The project may encounter various risks during the advancement process. The following are the most likely risks.
First, if the content of the program is not vivid enough to attract the audience, the promotion of the project will fail achieve the desired results, the ratings, listening rate will be low or there is less attention paid to the social media and program about the project. Second, if funds for the project exceed the budget, it will make the project unable to move forward. Third, if the program content can not be provided in advance, it will result in that the program can not be broadcasted on time. Fourth, if the project staff withdraws halfway, it will delay the progress of the project.
9.0 Control
In order to cope with the risks that may be encountered in the project advancement, the project manager may consider adoption of the following measures.
Firstly, it should be concerned about the public feedback on the project, as well as pay attention to the survey on ratings, and according to what the public reflect to adjust the contents of the project.
Secondly, before the start of the project, a good investigation is needed to improve the accuracy of the project budget, in the process of promoting the project, it should pay attention to financial control and management, by timely detection of financial overruns and analyze to find out the reasons for bringing forward measures. A certain amount of reserve fund should be prepared for some incident which can not be avoided.
Thirdly, before the start of the project, all the required program content, leaflet content and social media topics should be all ready, and there should be appropriate preparation of spare topics and program content to prepare for some urgent situations, such as there is absence of a certain guest and the pre-set program content needs to be adjusted accordingly.
Finally, it should sign a work contract with all the staff to avoid the staff’s withdrawing at random, to keep in touch with the standby talents, when there is a project staff withdraws halfway, the standby personnel can replace.
References
Bennett, S., Kemp, S. and Hudson, M. D. (2016). Stakeholder perceptions of Environmental Management Plans as an environmental protection tool for major developments in the UK. Environmental Impact Assessment Review, 56(1), 60-71.
Budd, L., Ison, S. and Budd, T. (2016). Improving the environmental performance of airport surface access in the UK: The role of public transport. Research in Transportation Economics, 59(11), 185-195.
Cole, M. A., Elliott, R. J. R. and Shimamoto, K. (2005). Industrial characteristics, environmental regulations and air pollution: an analysis of the UK manufacturing sector. Journal of Environmental Economics and Management, 50(1), 121-143.
Fugiela, A., Burchart-Korola, D., Czaplicka-Kolarzb, K., Smolińskia, A. (2017). Environmental impact and damage categories caused by air pollution emissions from mining and quarrying sectors of European countries. Journal of Cleaner Production, 143(1), 159-168.
Pan, H. (2009). Content and advertising: TV media competition in a mixed-duopoly market. The Journal of Economic Asymmetries, 6(2), 137-154.
Rajagopal. (2010). Role of radio advertisements as behavioral driver among urban consumers. Available from: http://sibresearch.org/uploads/2/7/9/9/2799227/rajagopal_wp-04-2010.pdf (accessed on March 5, 2017).
Votsi, N. P., Kallimanis, A. S. and. Pantis, I. D. (2017). An environmental index of noise and light pollution at EU by spatial correlation of quiet and unlit areas. Environmental Pollution, 221(2), 459-469.
Young, W., Russell, S. V., Robinson, C. A. and Barkemeyer, R. (2017). Can social media be a tool for reducing consumers’ food waste? A behaviour change experiment by a UKretailer. Resources, Conservation and Recycling, 117(2), 195-203.
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