Park51

Today, in PR class, it was my turn to present information about a newsworthy issue to my peers. I chose Park51, because it is something that I have been following for months. I was surprised to discover that many of my classmates hadn't heard about this unfortunate issue, and have decided to post my PowerPoint notes on my blog as a result...

Background...

Plans have begun to build an Islamic community centre two blocks from the World Trade Centre 9/11 attack site in New York City.

The building will be located on Park Place at the previous site of a Burlington Coat Factory retailer which was damaged by falling rubble during 9/11.

Names the project is referred to as include:

• Cordoba House
• Islamic community centre
• the Ground Zero mosque

When completed, the community centre will incorporate the following:

• 500-seat auditorium and exhibition theatre
• Lecture hall
• Conference room
• Libraries
• Classrooms
• Cooking classes
• Senior citizen space
• Child care
• Banquet hall (for weddings and other special functions)
• Muslim prayer space (which will be called Cordoba House)
• Contemplation & reflection area
• 9/11 victims memorial
• Pool
• Gym
• Medical, education & wellness programs

What is the issue?

The building will be constructed close to the site of the World Trade Centre tragedy, where nearly 3000 people died in 2001.

The attackers were members of al-Qaeda, a militant Islamist terrorist organization.

Constructing an Islamic mosque so close to the site of an al-Qaeda attack is seen as undermining the suffering of those who died.

It also makes some Americans feel that al-Qaeda has won the "War on Terror."

Who are the key players?

Imam Feisal Abdul Rauf (Supporter)

• Founder and Chairman of the Cordoba Initiative (CI), an organization created in 2004 to shape the future of Muslim/ US relations.
• Also Founder and CEO of the American Society for Muslim Advancement (ASMA).
• Imam of Masjid al-Farah (a mosque).
• Together, it was Rauf and his wife – Daisy Khan - who developed the idea to build a community centre in lower Manhattan.
  
  Imam Rauf’s key messages:
• He is trying to build bridges between the Muslims and the West.
• He also wants to integrate Islam into modern society.
• He wants to see a renewed sense of religious tolerance in the US.
• He wants religious discrimination to end.
  
  Imam Rauf’s communication tools:
• Appearances in national and international media programs, including: CNN, BBC, CBS, NBC, ABC, PBS, BBC, and a variety of talk shows (such as Larry King Live).
• Quotes in the New York Times, Time magazine, Washington Post, New York Daily News, Jerusalem Post, and Associated Press.
• Exposure from websites, blogs, Facebook pages, and Twitter pages attached to his organizations.
  

New York City Mayor Michael Bloomberg (Supporter)

• Mayor Michael Bloomberg openly supports the Park51 project...
• Bloomberg’s key message is that building the community centre will reiterate the fact that America is a welcoming place where people are free to practice their own religion.
• His audience was initially New Yorkers, but news of his support has spread across America.

President Barack Obama (Neutral)

• Obama made a speech on Sept. 14, 2010, about his position on the mosque...
• Obama didn’t choose a side, but presented the facts in a logical manner; his key message is: “this is the law, we should move on.”
• His audience is all of America as well as Muslim nations.

Pastor Terry Jones (Opposition)

• Jones was the Pastor who was determined to organize a Quran burning on Sept. 11, 2010 in Gainesville, Florida.
• His key message is: “to expose that there is an element of Islam that is very dangerous and very radical."
• His audience was initially those who also opposed the community centre and his congregation, but now encompasses everyone who is listening (which is obvious by the hundred death threats he received before calling off the burning).

Why is this a difficult PR issue?

• This is not simply a case where one company responds to a situation (ex. BP, White County Eggs, Maple Leaf, Pepsi).
• Multiple players with different opinions are all talking at the same time, and effective communication has completely broken down.
• Some of the parties involved have legitimate comments to make, and are voicing them effectively (ex. President Obama, Mayor Bloomberg, Imam Rauf).
• Other, more radical groups, are making it difficult for anyone to concentrate on the real issue (ex. Pastor Jones, Sarah Palin, protesters).

Where is the issue now?

SoHo Properties - a New York real estate development firm based in lower Manhattan - acquired the property a couple of years ago.

They have received the green light from Manhattan Community Board 1 to go ahead with the project.

Another non-profit organization (similar to CI and ASMA) will be set up to oversee both fundraising and construction.

It will be built.

The amount of future debate is anyone’s guess, but it’s unlikely the controversy surrounding Park51 has ended.