Connecting with Communities

Situation:

Waste Management, the nation's leading waste services company, was seeking to expand one of its landfill operations. Local activists were raising concerns about the impact of the expansion on the community and environment and were trying to stop the state environmental agency from issuing an expansion permit.

Solution:

We helped the client develop a communications program to reach out to local residents, address their concerns, and correct misinformation about the company, its performance, and its role in the community. We developed and distributed a newsletter to local residents, which told the straight story about the company's operations and commitment to the community. We worked with local media to gain balanced coverage of the facility, highlighting many of the positive economic and charitable contributions the company had made.

Results:

Positive stories in local media began to balance past coverage. The company received the state permit to expand its facility.