PR PLAN FULL

Name: Jason WilliamJones
Module Leader:Glyn MonHughes
Module Title:PublicRelationsfor Journalists
Module Code:MCAMJ3023
Assessment2: PR plan persuadingthe governmentthat Liverpool shouldbe includedon any north-
south high speedrail link

Overviewof campaign
Thisis a publicrelationscampaigntopersuade the governmentthatLiverpool shouldbe includedon
any north-southhighspeedlink.Bychance,orratherby choice coincidence,therewasascheme
proposedinMarch 2010 entitledHighSpeed2(HS2).
Thiswas a highspeedrailwayline whichwouldconnectLondon,throughBirminghamandthe West-
Midlands.The HS2 line wouldthensplitintotwobranchestoforma “Y” shapedroute.One would
linktoLeeds,throughthe East Midlands,andthe otherwouldlinkpast Liverpool andonto
Manchester.Fromthis,the route has beenconsideredtogoontoScotlandandstop inEdinburgh
and Glasgow.
HS2 claimedtoprovide aplatformfora 250mph trainservice.ThiswouldmeanBritainwouldhave a
world-classhighspeedrail systemtorival similartransportsystemsinGermany,Spain,Portugal,
Italy,andin particular,France.Currently,the onlyhighspeedrail systeminBritainisHighSpeed1
(HS1) whichisthe Eurostar connection.The plansonHS2 evaluatedthatworkwould startaround
2015-2017, and wouldbe completedandreadytoruntrains in2025. The original plansclaimedthat
the Londonto Birminghamline wouldcostfrom£15.8bn to £17.4bn. The uppertalonsof the “Y”
wouldhalf the costof productionbyhalf,andtherefore the total costof the HS2 line wouldcost
from£30bn to £34bn.
The plan wasoriginallyproposedduringthe endof the Labourgovernment’stenure.However,in
October2010, the Conservative governmentbackedplansforthe constructionof HS2.Therefore,
thisPR planwill focusoncontinuingtopressthe governmentintocontinuingthe plansforHS2to
include Liverpool inits“Y” shapedroute.
There are fourmainaimsin thiscampaign:
1:1: To continue to promote High Speed2’s route through Liverpool
Thisobjective runsthroughoutthe whole of thispublicrelationsplan.The promotionof Liverpool’s
involvementinHS2 will hopefullyshowthatLiverpoolisexcitedaboutthe ideaof aflagshipBritish
highspeedrail networkrunningservicesinvolvingit’scity.Thiswill hopefullyputpressure onthe
governmenttocontinue tobackand follow-throughwiththeirplans.
1:2: To make sure the High Speed2 link through Liverpool continuesto be pursued to be built
Thisis the mainobjective of the campaign.Hopefully,the promotionof HS2and the opportunitiesit
givesLiverpool will pressurise the governmentintopursuingandeventuallycompletingthe project.
Hopefully,the campaignwill alsohelpprioritisethe Manchesterlineoverthe Leedsone.
1:3: To encourage Liverpool businessestoimplementthe HighSpeed2 linkthrough Liverpool
into theirown promotions.
Thisnot onlyincludesbusinessesinthe financial sectorsof Liverpool,suchasthe Met Centre,
MatthewStreet,andthe AlbertDock,but alsobig touristattractionssuch as Aintree racecourse and
the Echo Arena.

1:4: To convince the local publicthat the High Speed2 link isa viable alternative to road and
air travel
Thiswouldhelptoconvince commutersthatHS2 is a more viable,cheaperandfasteroptionthan
manyroad routesthat linkmajorcities,notablythe M6 toll road.The needtopromote thisagainst
air travel wouldalsohelpreinforce the viewthata highspeedrail linkisfriendliertothe
environment.

Overall Plan
Thisinitial planwill aimtorunfromApril 2011 till September2012. I cannot forecastpastthisdate,
as there will almostcertainlybe more announcementsregardingHS2inthistime.Thisplansimply
aimsto setout where the Liverpool standsonHS2.It starts inApril 2011 because thatgivesthe plan
a full yearbefore promotionof relative eventsatAintree andthe EchoArena.The planreachesout
until September2012 because thatiswhenthe summerpromotionswillhave runtheircourse.
2:1: Ongoing aims ofplan
2:1:1: Convince Liverpool CityCouncil that High Speed2 is good for the city of Liverpool
Althoughitisthe current governmentthatisbackingthe highspeedrail project,the proposal was
originallysupportedduringthe Labourgovernment’sholdonpower.AsLiverpool isprincipallya
Labour-heldcity,supportfromthe local MP’sand citycouncil isvital to ensuringthe successof this
project.Pressreleasesandconstantdiscussionneedstobe communicatedwiththese peoplein
Liverpool.If theycanshowsubstantial supportforthe rail linkthenhopefullythe governmentwill
prioritise Liverpool’srole inthe HS2.
2:1:2: Encourage the Merseytravel organisation to support HS2.
Merseytravel doesnotandneverwill runaservice whichinvolvesroutesoutsideof Merseyside or
the Wirral.The HighSpeed2 route doesnot linkupLiverpool andManchester.Therefore itwouldbe
intheirintereststoco-operate withanyhighspeedrail linkthatgoesthrougheverymajorcityin
England.Thiswouldhopefullyencourage commutersfromthe Wirral inparticularly.Itisalsoworth
mentioningthatMerseytravel notonlyownsthe Merseyrail trainservice whichlinksstationsin
Liverpool butalsothe famousMerseyferryservice whichrunsacrossthe Mersey.
2:2: Promoting High Speed2
2:2:1: Constant pressreleasesand contact withBritish railway magazines
Althoughthese magazineshave nopolitical clout,itisimportantthatthe plankeepsinconstant
contact withthe two majorBritishrail magazines;The RailwayMagazine andRAIL.Thiswill notonly
give usa more focusedroute tofocusthe more technical areasthe plancoversbutshouldalsohelp
the campaigngain supportfromknowledgeable trainenthusiasts.Notonlyshouldconstantpress
releasesbe spentouttothese magazines,butpeople needtobe constantlyavailable andwillingto
give interviewsforthe magazine.
2:2:2: Encourage and helpto promote Priestmangoode’sdesignforBritain’s newhigh speedtrain;
Mercury
Priestmangoodealreadyhasexperiencewithdesigningtrains.TheydesignedVirgin’s140mph
Pendolinotrainsandalsowonthe joblast yearto designa colossal classof trainfor the Sifang
Locomotive CompanyinChina.Theirlatestdesignisadouble-deckerbullet-shapedtrain,called
‘Mercury’,whichhas beendesignedespeciallyforahighspeedrail service inthe UK.Mercury
followsasleekdesignaesthetic,a225mph top speedandboaststhe mostflexible interiortobe
proposedinthe transportsectorto date.Hopefully,byboosting Mercury’sprofileinLiverpool,the
campaigncan get the publicexcitedaboutthe HighSpeed2rail link.The Mercury traincampaign

can alsoappeal to the public’ssense of national pridebecause itwill give Britainatrainto compete
withthe onesinthe rest of Europe.
2:2:3: Play on the national jingoism,aim to claim a return to Britain beingat the forefrontof
railway transport.
The Mercury train will helppromote the factthatBritainhasletits railwaysystemsfall behindthe
restof Europe.Thishowever,needstobe reinforcedwithapublicitycampaignentitled“Returning
Britain’srailwaystothe glorydaysof rail”.Thiscampaignwill focusonhow Britain’strainswere the
envyof the worldduringthe steamera, andhow itsengineeringaccomplishmentsonthe tracks
have nowbecome national icons.Thiswouldnotonlyhelppromote HighSpeed2,butmay also
appeal toLiverpool’scitizens,whohave seentheircity’smanufacturingsectorwane.
2:2:4: Emphasisingthe needto expandBritain’s rail services
Pressreleases,storytip-offsandinterviewsneedtobe giventhatemphasise the needforBritain’s
rail network’stoexpand.Estimatesonpassengerconstraintsclaimthatmanyroutescomingtoand
fromLiverpool will be over-capacityby2025. Preciselythe same time thatHS2 planstooperate.This
will alsohelpemphasisepointthatBritainisindesperate needof anupdate of its railwaysbefore it
getstoo late.
2:3: Attacking the competition,convincingthe publicthat HS2 isa viable alternative
2:3:1: Highlightingthe speedof High Speed2
The main sellingpointof HighSpeed2is itsspeed.Althougheverypressreleaseandinterview will
highlightthis,there shouldalsobe apostercampaignbase inLiverpool trainstations.Thiscampaign
will followof ageneral patternof a speedingtrainanda tagline whichlinksLiverpooltoa high-speed
Britain.However,there needstobe a specificmore individual advertisingcampaignonLiverpool
Lime Street.Oneachplatformthere will be aposteror ad board whichwill boastaboutthe time a
passengercould’ve gottentoLeeds,BirminghamandLondon.Thiswill actas an underlying
campaignwhichwill supportother,more focusedpublicrelationsoperations.
2:3:2: Attacking road routesand the M6 toll
Althoughinformingcustomersof the benefitsof ahighspeedrail networkisa goodstart, the public
alsoneedstoknowthat HighSpeed2 can compete withotherformsof transport.The mainroad
route whichrunslinksupthe northand the southof England isthe M6, and crucially,whenyouget
towardsthe Midlands;the M6 toll road. Notonlywill HS2be considerablyquickerthanthe M6 route
whentravellingfromLiverpooltoBirminghambutitwill alsobe able tocompete price-wise.
2:3:3: PromotingHigh Speed2’s environmental credentials
Thisis anotherareain whichthe campaigncan attack the competitionof otherformsof transport.
Once again,road routesand the M6 toll lose outto HS2 on the environmental front,mosteco-
friendlyorganisationshope toreduce the carbonemissionsproducedbycarstravellingonBritain’s
majorroads. The campaigncouldwork withGreenpeace Transportaswell.Greenpeace Transport
campaignerAnnaJoneshasalreadypledgedhersupporttoHS2,hopefullythe campaigncanuse this
organisationtominimisethe criticismfromroadandair groups.

2:3:4: Gainingsupport for High Speed2 from freightrail services
As statedbefore,HS2will helpease the capacityconstraintsonpassengertrains.However,itwill
alsohelpfree uproutesforfreightservicestravellingonrailwaysinthe NorthWest.If we can the
supportof major freighttraincompaniesinthe NorthWestandthe restof Britain,thenit will help
supportthe claimby the governmentthatitwill helpbenefitthe countryeconomically.Thisshould
emanate withthe governmentbecause itwill helpthemcome acrossasa governmentwhichis
liftingBritainoutof the recessionbypromote national businesses.
2:4: Encouraging local businessand tourist attractions to support High Speed2’s route through
Liverpool
2:4:1: Convince Echo Arena to support and plan to implementpromotionsinvolvingthe High
Speed2 route through Liverpool
AlthoughLiverpoolnowboastsaworldclassarena to puton variousmusiceventsandshows, the
Echo Arenais still leftoff manytoursasopposedtoolder,more establishedmajorarenasinthe
country;the MEN ArenainManchester,the NEC ArenainBirminghamandthe O2 ArenainLondon.
Hopefully,HighSpeed2will encourage aneasierwayof travel toLiverpool fromothermajorcities
and will therefore boastsalesandeventsforthe EchoArena.If the campaigncan convince the arena
to publiclysupportthe HS2campaignthenit will be asignof intentfromthe cityof Liverpool.
2:4:2: Convince the Gran National in Aintree to support and plan to implementpromotions
involvingthe High Speed2 route through Liverpool
Followingonfromthe plantogain supportfromthe Echo Arena,there can alsobe a similar
campaignto bringAintree racecourse and the Grand National onboard.Althoughmanypeoplefrom
all overthe country come to watch the Grand National,HS2will once againmake it easiertoreach
Liverpool fromfurtherpartsof the country.The Grand National couldnow trulybecome anational
eventwhichisenjoyedinpersonbymore people fromall overthe country.
2:4:3: Implementa summerposter campaign which draws attention to all of Liverpool’sstrongest
tourist attractions and the ways in whichthey wouldbenefitfrom High Speed2
Liverpool’sCapitalof Culture yearin2008, trulyhelpedregenerate Liverpool intoamodern,world-
classcity. There will be apostercampaignran each summer(touristseason) thatwillpromote howit
will be easiertovisitLiverpool’sstellartouristattractions were the HS2route to be built.There
wouldbe a seriesof differentposters,eachone focusingonadifferentattractionsuchasthe Liver
buildings(once againanopportunitytoinvolve the campaignwithMerseytravel),St.George’sHall,
the cathedrals etc.Tagline couldpossiblybe “aworld-classsystemneedsworld-classtransport”.
2:4:4: Convince Liverpool’sbusinesscommunitythat commuterstravellingfrom Liverpool and
businessesinLiverpool will benefitfromHS2
CommuterstravellingfromLiverpool will finditeasierandquickertotravel tothe financial sectors
of BirminghamandLondon.The mainproblemwouldbe tryingtoconvince Liverpool businessesthat
the highspeedlinkwill notmove itsworkingsectortootherareas of the country.Pressreleaseswill
needtobe sentto Liverpool’sbusinesscommunity.

2:4:5: Communicate with passengerfocus,and encourage themto questionlocal residentson
whetherthey believe HS2will benefittheircommunity
PassengerFocusisan independentpassengerwatchdog,whichkeepstabsonthe state of Britain’s
rail networksandtheirbenefitstocustomers.Theyhave recentlyconcludedasurveybasedinNorth
Westand specificallyinManchesterandLiverpool,whichaskedresidentswhethertheythoughtthe
electrificationof theirlocal railwayswouldbenefittheircommunity.The overallresultsof the survey
were a resoundingyes,soitwouldbe agood ideatoencourage themto conducta surveyon
whetherthese same residentswouldbe infavourof the HS2.
2:5: Problemswhich may occur
2:5:1: Governmentmayscrap plan if theyfeel it costs too much money
VirginTrain’sECML bidprovedthat multiple international privatecompanieswouldbe willingto
worktogetherif the projectwasworth it.However,the projectwas scrappedwhenitranover
budget,notdownto any of the private companies’faultbutdue tothe costlyoperationof updating
Britain’ssignallingsystem.Thisiswhyitisso importanttomake sure the initial plansforHS2get
built(London-Birminghamroute).However,if the governmentdoesdecideitcannotcomplete the
full plansforHS2, the campaignneedstomake the governmentprioritise the London-Manchester
branch of the line (the one whichrunsthroughLiverpool) overthe London-Leedsbranchof the line.
Thisis whyitis importanttomake sure the whole of Liverpool isbehindHS2.Itis alsothe reason
whymany pressreleaseswill be senttoManchesternewspapers,because if the route to
Manchestergetsbuilt,thenLiverpool willbe onthe HighSpeed2 link.
2:5:2: Criticismfrom road and air travel organisations
A representative fromthe RAChasalreadyattackedthe HighSpeed2 linkonthe Guardian’swebsite,
and there will surelybe more criticismfromsimilarpeopleinthe time leadingupto buildingof HS2.
The campaignshouldbe able to mute these protestshoweverif itcanconvince the local and
national publictogetbehindthe ideaof a highspeedrailway,andalso,targetthese modesof
transport’scost of travel,speedof travel,andlackof greenpotential.
2:5:2: Local businessesmayfeel staffwill be divertedtowards London businessbecause of HS2
Thiswill be a verydifficultproblemtoresolveif itrearsitshead.Inorder to resolve it,the campaign
needstoinvolve the Liverpool Chamberof Commerce inasmucheconomicpublicityasitcan, andto
try and encourage the LondonChamberof Commerce toconsiderthe businesslinksitcoulddevelop
inand aroundLiverpool.

3:1: Overviewof timeline ofplan
Althoughthe campaigncannotplanup until the buildingandpotential completionof HS2ina
decade,thisplanwill hopefullyhelplaunchandkeepthe highspeedrail route throughLiverpoolin
the mindsof the general public,local businessesandthe government.The planaimstointertwine
and linkvariouspressreleases,mediadaysandinterviewssothatcertaineventscanbuild
momentumof eachother.
The plan will startoff witha pleatoMerseytravel tohelpsupportthe campaign.Itisimportantthat
thisisdone before the initial summerpostercampaignasthe companymaybe slightlyoffendedby
the “world-classcity,world-classtransport”motto. We can thenalsohope to corroborate their
supportby promotingtheirMerseyferrysystemwithinthe summerpostercampaign.
As the summerpostercampaigncontinues,therewillbe amediapressdaywhichwill be basedon
Priestmangoode’sMercuryhigh-speedtraindesign.Thispressdaywill involve membersof
Priestmangoode,hopefullyincludingPaul Priestman whodesignedVirgin’sPendolinoclassof trains.
Hopefully,the goodweather(fingers-crossed) will putmanyof the pressina goodmoodand this
will complementthe streamlinedlookof the Mercurytrainanimationsandthe Mercurytrain model.
Hopefully, the presswill alsoprovide goodcoveringthe event,notablythe Televisionpress.
Afterthe endof the summercampaign,there will be ashortgap before the postercampaign
highlightingthe speedof HS2’sroute will begin.Thiswillbe boostedbyapress release tobe
publishedtolocal andregional mediaabouthow a highspeedrail linkrunningbetweenLondonand
Manchesterwill notonlybe fasterputalsopossible cheaperthantravellingbycar on the M6. This
piece of ‘news’shouldbe freshenoughinthe mindof the publicforthe resultsof a PassengerFocus
surveyaskingwhetherornotthe High Speed2linkwill be agood thinginthe North Westto be
positive.
Decemberwill feature nonewinformationtothe pressreleaseasthe publicwill be more interested
on focusingonChristmasthancontemplatinganew highspeedrail link.However,the ‘speed
posters’will be still be uparoundLiverpoolstations,hopefullyintimidatingandgettingpassengers
familiarwiththe conceptof HS2 whilsttheyare standingona freezingcoldplatform.
January2012 will involvethe beginningof the campaign’sfocusonthe economicandbusiness
potential of the highspeedrail route throughLiverpool.A pressrelease will be releasedtothe
Liverpool Chamberof Commerce andalsoaslightlydifferentpressrelease tonewspapersin
Liverpool.Februarywill continue the themeof appealingtobusinessesbycontactingfreightrail
organisationsandsendingapressrelease tolocal newspapersacrossthe NorthWest.
The nextbigmonthwouldbe April.Seenasthismonthof the Grand National the campaignwill
make contact withAintree racecourse inabidto helpthemsupportandpromote HS2. Thiswill
coincide withanothersummercampaign.The nextmonthwill see asimilarbidtogainthe supportof
the Echo Arena.
Due to the sunnyweatherinJuly,the campaignhopestoorganise asteamtrainjourneyfrom
Londonto Manchester.Thiswouldinvite councillors,journalists,local businessmenandlucky
membersof the publictotravel and reminisce aboutatime whenBritainhada romantic visionof

traintravel.Hopefully,thiswillonce againremindthe publicthata highspeedrail linkcanonce
againbringBritainback to the forefrontof the railwaysysteminEurope.
Afterthis18-monthpublicrelationsoperation,the campaignwill culminate withapleatoLiverpool
CityCouncil toget behindthe HighSpeed2route throughLiverpool.Hopefully,if the campaigncan
secure enoughprivate sectorbacking,the council will see the benefitsof promotingHS2and the
needforLiverpool tobe associatedwithit.Thiswouldhopefullymarkthe startof a secondpublic
relationscampaign,whichwouldhave the backingof Liverpool CityCouncil.
3:2: Timeline ofevents
April 2011 – Contact withMerseytravel askingthemtopledge theirsupporttothe HS2 linkthrough
Liverpool
May 2011 – Start of summerpostercampaign
July2011 – Mercury train mediaday
August2011 – End of summerpostercampaign
October2011 – Start of ‘speed’postercampaign
October2011 – Pressrelease onhowHS2 wouldfasterandcheaperthanM6 toll road
November2011 – AskPassengerFocuswebsite toconductasurveyon whetherHS2wouldbe good
for people inthe NorthWest
November2011 – Pressrelease onhowHS2 wouldease forthcomingcapacityconstraintsaround
Liverpool andthe NorthWest
January2012 – End of ‘speed’postercampaign
January2012 – Pressrelease onhowlocal businessescouldbenefitfromHS2runningthrough
Liverpool
February2012 – Contact withfreightrail organisationsaskingfortheirsupportof the HS2 line
April 2012 – Contact withthe Grand National askingfortheirpublicsupportof HS2runningthrough
Liverpool
April 2012 – Start of summerpostercampaign
May 2012 – Contact withthe Echo Arenaaskingfortheirpublicsupportof HS2 runningthrough
Liverpool
July2012 – Steamtrain journeyfromLondontoLiverpool toManchesterwhichpromotesHS2
bringingBritain’srailwaysystembackontrack
August2012 – End of summerpostercampaign
September2012 – ContactwithLiverpool CityCouncil askingfortheirpublicsupportand
endorsementof the HighSpeed2 route runningthroughLiverpool

PRESS RELEASE
Embargoeduntil 10 October2011.
Proposedhighspeedrail linkcouldprove cheaperaswell asfasterthanM6 toll route
The proposedhighspeedrail linkbetweenLondonandManchestercouldworkoutfor commuters
to and fromLiverpool inmore waysthanone.Notonlywill itbe considerablyfasterthanthe
equivalentroadlink,butitmayalso be cheaper.
The government-backedschemeHighSpeed2,aimstoprovide Britainandthe Westof Englandwith
a 250mph train service whichcouldsee journeytimesfromLiverpooltoLondondropto an
astonishing1hr23mins.
Thisbeatsthe previousquickesttraintime betweenLondonandLiverpool,whichstoodat2hr
10mins.It’s alsofar fasterthanthe correspondingroadroute throughthe M6 toll road,where it
takesroughly4 hours to travel the same distance.
However,itmayalsobe cheapertotravel by rail as well asfast.
In orderto travel fromLiverpool toLondonandback on the M6, a commuterwouldhave topay£10
if theywere travellinginthe average salooncar.However,due tothe rise inpetrol prices,and
expectedfurtherprice hikestothe M6 toll,a highspeedrail service couldworkoutcheaperinthe
longrun.
Thisfollowsonfromthe proposed225mph Mercury train,designedbyPriestmangoode.The
companyhad a mediadayin Liverpool inJulytohelppromote theirdesignandexpresstheirsupport
for HighSpeed2.
Ends
For furtherdetails,please contact:
JasonWilliamJones
PressOfficer
Telephone:01234 567890
E-mail:j.w.jones@ljmu.ac.uk
NotestoEditors
 Work isplanningtostart on HighSpeed2 around 2015/2017
 Train operationsshouldstartaround2025

TARGET MEDIA
National: DailyTelegraph
The Times
The Guardian
The Independent
The Observer
SundayTimes
SundayTelegraph
DailyExpress
DailyMail
Regional: Liverpool DailyPost
Liverpool Echo
Radio: BBC RadioMerseyside
CityTalk
RadioCity
TV: BBC NorthWest
Granda Reports
Specialist: The RailwayMagazine
RAIL
Other: www.freightonrail.org.uk

PRESS RELEASE
Embargoeduntil 27 November2011.
Proposedhighspeedrail linkisneededtofuture capacityconstraintsinthe NorthWest
Accordingto recentestimates,trainroutestoLondon,Manchester,Liverpool andthe West
Midlandswill be capacityconstrainedbythe year2015. Thissurelyprovesthatthe proposedhigh
speedlinkcoveringall theseareasisneededassoonas possible.
The government-backedschemeHighSpeed2,aimstoprovide Britainandthe Westof Englandwith
a 250mph train service whichcouldsee journeytimesfromBirmingham,ManchesterandLiverpool
to Londonall drop considerably.
The proposedhighspeedlinkwill notonlyaimtoease the potential of overcapacitypassenger
trains,but alsoaimsto free upotherroutesfor more freightservicesonNorthWestlines.
Work wouldstarton the line around2015/2017 and wouldbe completed2025. The overall costof
the line wouldbe around£30bn to £34bn.
Ends
For furtherdetails,please contact:
JasonWilliamJones
PressOfficer
Telephone:01234 567890
E-mail:j.w.jones@ljmu.ac.uk
NotestoEditors
 The scheme has supportersfromdesigngroupPriestmangoode andMerseytravel
 A postercampaignhasalso beenlaunchedtosupportthe HighSpeed2link
TARGET MEDIA
National: DailyTelegraph
The Times

The Guardian
The Independent
The Observer
SundayTimes
SundayTelegraph
DailyExpress
DailyMail
Regional: Liverpool DailyPost
Liverpool Echo
ManchesterEveningNews
St HelensStar
SouthportVisitor
ChesterChronicle
Radio: BBC RadioMerseyside
BBC RadioManchester
CityTalk
RadioCity
TV: BBC NorthWest
Granda Reports
Specialist: The RailwayMagazine
RAIL

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