Community Support Won For Innovative Garbage Processing Plant

Disposal of municipal solid waste is a serious social, economic and environmental problem, especially in major cities that are running out of places to bury their garbage.

Two Chicago suburban communities, Summit and McCook, decided on a solution for disposal of waste for as many as 40 suburbs, combining recycling, composting and energy generation. It would be the first fully integrated waste processing facility in the nation.

Despite its many benefits, the proposed facility was certain to meet opposition from: residents who might not want garbage coming to their community from other suburbs, neighbors fearing odors from decaying compost, activists who oppose incineration even when coupled with energy recovery, advocates of waste reduction who believe that any advance in waste processing undermines their goals, and individuals who distrust government’s ability to regulate waste processing facilities, among others.

Objective:  The objective of the community relations program was to build strong citizen support for the waste processing facility, culminating in a favorable vote by both village boards.

Research:  To effectively communicate with the citizens of Summit, McCook and neighboring communities, it was essential to know and understand local attitudes about municipal solid wastes, landfills, recycling, composting, incineration and energy recovery.

Community awareness and attitudes were learned through a public opinion survey. The survey showed that residents preferred to solve their garbage problem within the community, rather than shipping it to distant landfills. The survey also revealed potential support for a waste processing facility that would integrate recycling, composting and energy generation.

Strategy:  The community relations program strategy was to (1) develop trust in the developer of the project, (2) anticipate public issues and problems, (3) create win-win situations for those affected by the project, (4) build coalitions with key community groups, (5) defuse potential controversies before they erupted, and (6) communicate aggressively.

Communications were highly focused. Wherever possible, one-on-one visits were preferred to group meetings. Telephone calls were preferred to mail. Direct mail was preferred to news releases. The targeted communications helped avoid attracting the attention of agitators from outside the community.

Execution:  Among the many components of the communications program were: creation of a name and logo for the facility, spokesperson training, media relations, direct mail to residents, a citizens’ fact-finding committee, speaker presentations for business and civic organizations, a video entitled “Using Our Hidden Resources,” a community information fair and a telephone “hot line” for residents to call with questions.

Results:  The village boards of Summit and McCook voted unanimous approval of the siting application. Efforts by outsiders to stir opposition to the project collided with a wall of community support.

Recognition:  Silver Anvil, Public Relations Society of America; Golden and Silver Trumpets, Publicity Club of Chicago.