"Perspectives 2011" - Sustainability and Annual Report (pdf)

Workforce and work environmentEnvironmental and climate protectionFinancial reviewSustainable developmentWe conducted our first detailed analysis of our stakeholder base in 2008, mainly through structured inter -views with in-house contacts representing each targetgroup. As in prior years, the results of this analysisagain formed the basis for selecting stakeholdergroups for this year’s report. These results are reviewedon a regular basis.Dialogue with the mediaFMG’s stakeholder groups also include the media andthe public at large, in our home region and beyond. Weengage with these groups through events and regionalfairs, visitor support services, internet and intranetsites, and newspapers and other publications. Thepurpose of our combined corporate communicationsactivities is to foster a better understanding of ouractions and policies as an organization and to achievecredibility and trust among the general public.Corporate Communications is both the voice and theears of FMG. The division engages in strategic communicationand reputation management designed tomake employees, the media and the public at largeaware of the company’s intentions and interests and,at the same time, inform the company about relevantopinions, sentiments and trends in society.As part of its media relations work, Corporate Communicationsregularly organizes events like our annualpress conference as well as media events on a widerange of subjects, and the division’s press office regularlypublishes news releases and photographs oncurrent events and developments at Munich Airport.FMG regards this as work. FMG trusts its employeesto confine themselves to company- and work-relatedactivities online during office hours and to use theirknowledge and expertise to make a positive contributionto discussions conducted on the Internet.Critical comments and inaccurate assertions are partof any active debate or discussion on the Internet,but the medium also allows us to rectify and refutesuch comments and assertions. The company hasa dedicated social media team, part of CorporateCommunications, which takes an active part in onlinediscussions and can intervene if necessary to correctfalse claims or posts. The team additionally uses socialmedia channels to inform users about everythingfrom new aviation routes and retail offerings to specialevents taking place at the airport. These channelsare also of importance when it comes to recruitingnew employees.Information and entertainment at oursustainability fairOn July 8–10, 2011, we hosted a sustainability fair,bannered “Working today for tomorrow,” at MunichAirport. Held in the München Airport Center, the fairwas organized to inform people about FMG’s rangeof initiatives aimed at protecting the environment,ensuring employee welfare, addressing local people’sinterests, and safeguarding the airport’s future.Presence in social mediaWith the growing popularity and importance of socialnetworks, Flughafen München GmbH has embracednew communication channels like ) Facebook and) Twitter. Users on these new platforms commenton and rate airport-specific topics as well as expansionprojects like the construction of the airport’sthird runway. FMG expressly allows employees toparticipate in exchanges through social media, fromcompany computers and during office hours.) www.facebook.de/flughafenmuenchen) www.twitter.com/MUC_Airport_ENIn social networks like Facebook, Xing or Twitter, differentiatingbetween business and private communicationsis difficult. Nonetheless, if employees log intotheir private account from their PC at work and blog,67