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THE ART OF GENTLE PERSUASION
Everyone has problems, but some have more than others. So what does a company do when everyone thinks that the industry it operates in stinks - literally?
Waste management does not exactly conjure up pleasant images but Cleanaway, one of the industry's biggest three companies, is prepared to tackle head on unfavourable public opinion.
"As an industry, people do tend to think it is poor and that it needs a lot more controls," admits Cleanaway corporate communications manager Kathleen Dow. Taking an industry stance apparently affects the manner in which the company is viewed by its corporate audiences.
Dow's PR programme takes pains to point out that waste comes from people, not the firm. A visitors' programme provides open days for politicians, consultants and the public. Local authorities and industry are reached via trade exhibitions, while contact with the community is maintained through small local exhibitions, showing alongside the likes of The Bodyshop and the Nature …