The need for positive communications

It is now widely recognised in most developed economies that waste management is not only a logistics business that helps protect the environment and public health, but it is a social phenomena driven by consumer behaviour and perceptions. But does that mean we put enough emphasis on communications, engagement and public relations? Probably not. And that’s the same worldwide. Whether you are looking to build new waste treatment infrastructure (a compost facility, materials recycling facility or incinerator) or roll out a new recycling scheme, engagement with the ‘communities’ impacted is just as critical as the technology being built or the service design. The public are the ultimate user of a waste management system, and as such need some form of consultation and engagement in the design of new policies and services. Pay as you throw systems, alternate weekly collections of residual waste, a switch from source segregation to commingled recycling collections (or vice versa), or the introduction of new material to a kerbside collection all need to be designed with the user in mind. There is no better way of doing this than by asking them. Arranging for local focus groups to meet, put a survey on the internet, or go door-to-door to canvass opinion are all sensible and appropriate ways of getting feedback on a new service idea. If residents don’t fully understand how a scheme will work or why a scheme is changing, then they are less likely to use it or will not use it effectively. This could result in contamination of the recycling load or recyclables going to waste in the refuse collection. Once you have taken ideas out to the public/user group you can then build this feedback into the design of the service. For example, should you change collection days, what colour should the bins be, should we use sacks for organic waste, will commingled collections be easier? Once you have a design that is built with the user in mind and has listed to the user group feedback, you can then trial the service in one area. At this stage communication is again critical as a new scheme will require a change in behaviour of residents. Introducing collections for the first time in a rural Egyptian village will have the same teething problems as a new source segregation collection in suburban London, or a commingled collection in Krakow. So design literature that will explain to the ‘user’ what the new scheme will look like and why it is happening – this should be four to six weeks before the change. However, communications shouldn’t stop there. You need a further reminder one or two months down the line. Look at the problems you are having and answer common questions that the residents raise. Why have we changed? Which box do I use? Where should the food waste go? This information should reach every household and should also have a positive message about how well the scheme is doing, the level of participation and the environmental benefits that are being achieved. Residents love to hear that their efforts are helping to save the carbon equivalent of taking 100 cars off the road, or that their street is the best in the city etc. Positivity is critical to build momentum and to ensure that best practice becomes habit for all. Initial campaigns can cost £3 or £4 per household when discussing a new service and when rolling it out. But after the first year you should be looking to spend £1.50 per household on reminder messages and positive feedback. If you let bad habits form then it will cost a lot more than £1.50 to correct them. So invest in good communications campaigns and protect your communications budgets. These are under constant attack in the UK at present as we deal with the economic recession and budget holders see operations budgets as more important. It is not true, good communications are just as critical for a successful scheme as good design and staff. And the same is true when siting new waste infrastructure. No one wants to live near a compost plant, digestor or waste to energy facility. So we need to engage with potentially affected communities early on and show them the benefits of the facilities – less flies, better health, improved local roads, cheaper electricity and jobs are a few examples. Community buy-in will cost time and money, but communities deserve to be involved in local decision-making and must be made aware of the benefits. Take them out to see similar facilities in operation and let them tell their friends and neighbours about how good the new facility will be! Wherever you are, good communication is critical for the development of more sustainable waste management services and facilities. More importantly the use of positive messages, honest communication, and media that are appropriate to the target audiences (web based , door to door, postal, at the local shops, posters, leaflets etc.) will ensure that people stop being the problem (waste producers, disengaged from the need for change) and become an integral part of the solution (users of services who understand why new systems are being developed and who are willing to change behaviours to support them). It takes time, effort and some seed corn money, but in the long-term, positive communications campaigns are absolutely essential as waste managers face climate change, public health and environmental protection concerns head on. ###