RECUWATT Conference - Paul Davison lecture
-
Upload
recuwatt-conference -
Category
Business
-
view
509 -
download
7
description
Transcript of RECUWATT Conference - Paul Davison lecture
Copy right Proteus 2011
EfW AND COMMUNICATIONS
FLEXIBLE THINKING, COMMUNICATIONS EXCELLENCE
Copy right Proteus 2011
AGENDA
• A bit of background• Principles of environmental communications
• Nature of environmental issues• Emotional engagement• Three fundamental truths in human behaviour
• Principles of effective communications• Effective engagement• Role of third parties
• The role of the media• Conclusions
Copy right Proteus 2011
PROTEUS PR LTD• Established in 1996• An award-winning public relations consultancy • Based in Oxfordshire, but working throughout the UK and Europe• Offering a full range of marketing communications services, with
specialist experience in environmental PR• Considerable waste management and energy experience working
for contractors, local authorities, central government, WRAP andwaste trade bodies
• Planning support, strategic issues management, crisis managementand effective community engagement
• Worked on more than 30 thermal energy projects, currently working on several waste projects, 12 wind farms,1.2GW gas fired power station and a 300MW biomass plant
Copy right Proteus 2011
PRINCIPLES OF ENVIRONMENTAL
COMMUNICATIONS
- EMOTION VS SCIENCE
Copy right Proteus 2011
WHAT’S THE PROBLEM WITH THE ENVIRONMENT?• Environmental issues are complex and rarely ‘black and white’• Environmental impact can be emotionally disturbing• Often environmental campaigns claim the moral high ground• Business and Government are often reviewed from the perspective
of appreciating their vested interests• Awareness of energy issues and climate change is increasing
Copy right Proteus 2011
WHO WOULD YOU TRUST ON THE ENVIRONMENT?
0
10
20
30
40
50
60
70
Politicians Industry Newspapers Governmentservices
Television Independentscientists
Greenorganisations
4% 5%14%
23%25%
60% 61%
Source: Defra
Copy right Proteus 2011
WHAT’S THE PROBLEM WITH WASTE?• In most countries waste and waste management is seen as a
problem and not a solution• Waste is rarely perceived as a resource• Waste is seen as dangerous to the environment and therefore
management facilities pose a high risks• Until recently waste management has always been someone else's
problem and communities have had little engagement except near waste facilities
• In reality most concerns are related to nuisance• Fundamentally its all about where the responsibility lies!
Copy right Proteus 2011
EMOTIONAL ENGAGEMENT
• Environment impacts are seen as:• Adversely affecting health and wellbeing• Adversely affecting an individuals rights or vested interests
• Waste facilities are seen as:• Adversely affecting health and wellbeing• Adversely affecting an individuals rights or vested interests
• Result:• People will become emotionally involved in development issues• They will look for any anti information and filter out positive
messages• They will stop listening and start shouting
Copy right Proteus 2011
MODERN ANTI-WASTE TACTICS• Traditional tactics continue
• Letter writing• Lobby government• Petitions etc
• Use of planning system• Use of information on the Internet…
Copy right Proteus 2011
MORE INTERNET EXPERTS
Copy right Proteus 2011
GET MARCHING
Copy right Proteus 2011
CELEBRITY ENDORSEMENT
Copy right Proteus 2011
MORE MEDIA FRIENDLY
Copy right Proteus 2011
Copy right Proteus 2011
INTERNET EXPERTS• Networking
Copy right Proteus 2011
THE FUNDAMENTAL TRUTHS BEHIND CONFLICTS• People do not like change
• Especially if they feel they have no influence or control• Perception is truth
• Today opinion has the same value as FACTS• “What’s in it for them?”
• If they see no value to them, they are more likely to object• But, a lot changes with proximity
Copy right Proteus 2011
EFW FOR OXFORDSHIRE
Positive
Neutral
NegativeChipping Banbury ArdleyNorton(26 km) (14km)
Copy right Proteus 2011
THE PROBLEM IS ALMOST ALWAYS A LACK OF CONTEXT• Some of these issues are dependent upon the maturity of the waste
industry and its historical context• But more often it’s all about who is doing the communications• Plant operators often focused on gaining planning permission,
dealing with stakeholder enquiries, and specifically their part of the waste chain
• Local authorities or collection authorities are interested in community engagement to deliver wastes in appropriate formats
• Central Governments are often too broad in their communications• This lack of co-ordination is one of the main problems with a lack of
context• So why is this important…
Copy right Proteus 2011
CURRENTLY INCINERATION IS A PROBLEM NOT A SOLUTION• Lack of context simply exposes your vested interest, you’re only
interested in one bit, the bit that makes you money – your vested interest
• This leads to a lack of trust• A lack of trust = CONFLICT
Copy right Proteus 2011
PRINCIPLES OF EFFECTIVE COMMUNICATIONS
- Establish context
Copy right Proteus 2011
SELLING ‘ANYTHING’ TO CONSUMERS
IDENTIFY ISSUES
DEFINE NEEDS
DELIVER SOLUTION
WHAT’S THE PROBLEM/PRODUCT
GENERATE DESIRE FOR SOLUTION/PRODUCT
SATISFY DESIRE
Copy right Proteus 2011
CURRENT POSITION
RECYCLING IS GOOD,BECOMING A BIT OF A
PAIN, CONFUSION
SELLING ‘ANYTHING’ TO CONSUMERS
PO
SIT
IVE
CH
ANG
E IN
UN
DE
RS
TAN
DIN
G
AND
BE
HA
VIO
UR
SHORTEST TIME POSSIBLE
IDEN
TIFY
ISSU
ES
DEFIN
E NEE
DS
DELIVE
R SO
LUTIO
N
DEMONSTRATEPROBLEMS
INCREASE AWARENESSOF NEED/ISSUES
WIDESPREAD COMMUNICATIONS
PROGRAMME TO ALLSTAKEHOLDERS DEMONSTRATE
EFFECTIVENESS ANDPROVIDE FEEDBACK
GENERATE DESIRE FOR PROPOSED SOLUTION
PROVEN EXPERIENCE
INCREASEUNDERSTANDING OF
OPTIONS AND PROCESS
ROLE OF RECYCLING ANDRESIDUAL WASTE
SPECIFY TIMEFRAME
Copy right Proteus 2011
IMPLICATIONS• First – there is a problem
• Deliver historical context – ‘How did it come to this?”• It cannot continue
• Second – it involves the public at every level• It’s their waste!!!!• They must have a role in solving the problem
• Third – if we can deliver the solution it will benefit everyone• It will reduce waste and make better use of resources• It will clearly benefit the environment• Effective waste management is a positive environmental
opportunity
Copy right Proteus 2011
TRADITIONAL WASTE COMMUNICATIONS
Protesters Issues AudienceStoryMEDIA
Stunts Waste company
Copy right Proteus 2011
PROACTIVE COMMUNICATIONS
MEDIAMEDIA
Issues
Stunts
Protesters
STORY AUDIENCE
Issues
InformationCampaigns
Positive
Letters
Resistance to message
Informedfiltering
Wastecompany Third Party
Advocates
Copy right Proteus 2011
CONCLUSIONS• Be proactive - change the perception• Too much emphasis on planning• Think image• Network good practice• Have genuine dialogue with residents and media• Its in all our interests to get it right• The real Eco-worriors are those people who do something to ‘save
the planet’, that’s the public and those who provide effective solutions to the waste opportunity
Copy right Proteus 2011
FIND OUT MORE• Paul Davison, Managing Director• Tel: +44 (0)1295 279626• Email: [email protected]• Visit: www.proteuspr.co.uk