Case Studies
A typical case study is that of Skipaway, who wanted to invest £50 million in a ‘waste to energy’ plant and the problems they had.
Skipaway Waste Management
Challenge: The local council of a large community (250,000) needed to draw up a new new waste disposal policy. 70% of
household rubbish went to landfill but, from 2008, charges for
this would rocket. Key council leaders had gone on record
that they would ‘never’ allow incinerators
on their patch.
Skipaway, the largest independent waste management
company in the area, had plans for an efficient £50 million ‘waste to energy’ plant but needed council backing to
secure project finance.
They called in PR4Profit to persuade stakeholders that
their project would offer the best solution.
Strategy: After identifying all main parties to the issue,
PR4Profit sent out a series of news releases reflecting the
client’s professional competence and confidence that they
had the most cost effective and ‘green’ answer. This
culminated with the announcement that Skipaway were
preparing to bring a UK ‘first’ to the area - a plant that would
turn rubbish into electricity which could power all homes in
the area and produce exhaust fumes as clean as that
from a domestic gas fire as well as inert solid residue which
could be used to make breeze blocks for new housing.
Result: All local media ran the story - mostly as the lead.
It appeared on BBC and ITV regional news nine times and
the MD was interviewed at length by BBC and commercial
local radio.
Outcome: Potential opposition to the idea was muted
and the council welcomed the proposal, a payoff which
exceeded expectations.
The Equivalent Advertising Value (EAV) from the exposure
in newspapers, radio and TV was more than £20,000.
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