Changing public perceptions

1. With heightened public interest over things environmental it is often necessary for public relations to play an explanatory role to turn round sometimes misguided media criticism of a company’s actions. A good example of this is a highly successful campaign to rid the North Yorks Moors of bracken^, thereby restoring this extensive tract of land to its natural state.

2. Bracken is a pernicious and potentially deadly weed which harbours ticks that can be damaging to both sheep and other livestock. It is also believed to be carcinogenic – an issue on which extensive research continues. Because bracken has deep roots which spread the weed at an alarming rate, the only effective way of ridding hilly terrain of bracken is by aerial spraying with a chemical called Asulam.

3. Although fairly benign when compared to other agrochemicals, Asulam is subject to the same strict legislation affecting residue levels in water courses and rivers. This means that its application by aeroplane and helicopter must be carefully handled – particularly since aerial spraying is also highly emotive issue with ramblers and local inhabitants.

4. As the manufacturer of Asulam, Rhône-Poulenc has taken considerable trouble over many years to explain to local people why spraying is necessary: via liaison meeting with the relevant environmental control bodies – the Environment Agency and local government – and by placing articles in the media explaining the long-term environmental benefits that will result in ridding the moors of bracken. Now heather^ is beginning to replace the bracken – providing the most effective evidence of the wisdom of this approach, which although controversial in the short term, has led to widely acknowledged long-term environmental benefits.

5. A similar concern for public acceptance faces property and development companies which wisely pay considerable attention to the views of local residents and local authorities before they proceed with major building or refurbishment projects. Many developers have enormous problems during the planning stages by ignoring the public’s point of view. Often, by canvassing local opinion in advance and explaining the benefits of what is proposed, costly misunderstandings and delays during the planning process can be avoided. Effective public consultation can be achieved by undertaking research, holding public exhibitions at which plans can be explained to visitors and generating positive editorial in local media.

6. Increasingly, companies and government bodies are expected to have undertaken environmental audits to measure the impact new factories, roads and housing developments will have on the flora and fauna in the area. Indeed, legislation is now often demanding such studies as a prerequisite for planning approval.

7. In these circumstances the public relations adviser has a key role to play in order to explain the benefits of development versus any negative environmental impacts. They can also advise on the sensitivities of local environmental issues and on initiatives to offset negative reactions by providing an environmental gain, eg funding a nature reserve, stocking the river with fish and so on.

8. Public desire to preserve the world’s natural resources is key to the environmental debate and the focus of much of the work by pressure groups such as Friends of the Earth and Greenpeace. In the case of the Brent Spar oil rig, Greenpeace was not just taking issue over the potential environmental harm caused by sea-dumping, but was also arguing for a means of disposal which made use of the recycled steelwork and other reusable parts of the rig in order to preserve natural resources.