The thesis is a result of research methods and proper approach to the effective placement of power plants in to the environment. It shows the dependence of the individual parameters and variables in the process of building a public image as well as the factors that are essential for the successful launch of a project. Breakdown of individual stakeholders indicates the complexity and diversity of the required knowledge and skills. An investor needs to be able to navigate between all obstacles.
From the examples of bad practices, it is clear that this kind of investment failures often occur because investors’ confidence is too high and because of the underestimation of the crowd, the Non-governmental organizations (NGOs) and the media. Such anomalies can be eliminated with proper and quality strategy, defined timeline and appropriate communication plan. Of course it is also necessary for the investor to choose correct partners, allies, lobbyists, agencies and media.
Public interest is a prerequisite, but it's not a guarantee for a successful project. At an early stage, investor needs to create a quality network of allies which will affect individual stakeholders. An investor needs a well-trained and influential lobbyist, who will support and present the purpose of the investment at the highest national and if necessary also international level. Strong support from the state is also one of the conditions for successful bank guarantees and concessions that will allow stable and consistent funding for the project. In the second phase, the investor needs a good Personal relations (PR) Agency, which will be responsible for the corporate reputation of the company in public, for correctly determining the important and high-quality speakers and will play a role as a link with local, professional and general public in influencing the media. In the third phase the investor, together with the marketing Agency, needs to ensure, that the individual stakeholders and public organizations correctly summarize the customised messages. Only that way the integration process will be successful.
From the thesis it is evident that the investor, with the help of experts, needs to anticipate and take into account the emotional responses and stigma. The reason is that negative publicity spreads much faster than positive. Also, in the case of specific investments it is shown (e.g. the generation of nuclear energy) that the influence of past events is very important. Regardless of the time and distance some events remain deeply present in the human subconsciousness. Regarding this, the projects with the long-term Return On Investment (ROI) are even more problematic and risky. In today’s world it is simply impossible to predict all potential risk factors.
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