Will You Take That With One Lump or Two

1
Will You Take That With One Lump or Two?

• William E. Toffey
• Mid Atlantic Biosolids Association
• Presentation to Biosolids Gold
• November 10, 2004

2
Lessons from the 2004 Election

• Be a likeable person
• Develop a simple message
• Rehearse it well
• Wrap the message in personal values
• Deliver it personally, face to face, every where
  you can
• Deal with the fear issue by using soothing
  expressions

3
Our Election Strategy

• Have no effective message
• Have no likeable spokesperson (except maybe Chris
  Peot and Rhonda Bowen)
• Avoid talking to people and avoid meetings
• Show your arrogance
• Instead of alleviating fear in the community,
  increase it.

4
Creating Upset

• If you dont take your lumps (stand there) and if
  you dont give your lumps (sweets), you will
  create Hostile Response!
• It works in dogs
• It works with teenagers
• It will work with citizen groups
• Try This Take 100 Responsibility for the
  misunderstanding!

5
Misunderstood? Were Not Alone

• Electric Powerlines
• Nutrasweet
• Mad Cow Disease
• Imported Raspberries
• Tylenol Scare
• And, then there is Sewage -- pollution, foul
  odors, government

6
Sex and Sludge

• Question What does sex and sludge have in
  common?
• Answer In both cases, if what they know about it
  is from the Internet, you are in trouble!

7
I am from the government, I am here to help you

• All institutions on the ropes
• Internet stories abound, and people believe them,
  esp. conspiracies
• Media stories stem from inadequate background
  information
• We make heroes of our opponents
• The ability to lie is strangely one-sided
• Based on ideology, doesnt feel like lying
• Based on money, you know youre lying

8
How it seems to the public

• The people feel that their voice can make no
  difference.
• Next stop The politicians office.
• But, if you werent there first, youre behind
  the eight ball from the start!

9
Creating upset, fear and skepticism
10
We inspire leaders and community organizing
energy!
11
Biosolids connects to primordial roots

• Jon Franklin, Science Writer, 1998
• a spiritual entity, Gaia! And haven't you
  heard? Someone is poisoning the earth!
• The slogan is Eat biosolids and die!
• biosolids are poisons. That's what people say
  is in your sludge, right? Poisons?
• And you are in favor of spreading it across the
  good earth, mother earth?
• Look at what technology has done!

12
What we do is connected to a yuk factor!
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Which results in ugly stories in the newspaper

• Local lawmaker wages war against sludge, M.L.
  Zengerle, The Daily News, Lebanon, PA, 1/26/1997.
• The Real Dirt on Sewage Sludge Hold your nose!
  Wendy Priesnitz, Natural Life, 11/1997.
• EPAs Secret Role in Toxic Sludge, Sheila R.
  Cherry, Insight, 7/24/2000.
• Is Sludge Safe? Reading man believe treated
  sewage was behind his sons untimely death,John
  Solomon, Associated Press Writer, 2002.
• Crowd shouts, boos at 4-1/2-hour hearing, Brian
  K. Smith, Republican Herald, Pottsville, PA,
  5/23/2002.
• Sludge Spread on Fields is Fodder for Lawsuits,
  Jennifer Lee, The New York Times, July 2003.
• Residents unite against biosolids Man incites
  anti-sludge movement, Bonnie Naumann, The News
  Leader, Staunton, VA, 10/26/2004.

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And even on national televison CBS Evening News

• Sewage Fertilizer Under Fire. October 29, 2003.
  
• Sally Garner You will be shocked when you hear
  what we have the EPA guy saying.
• Bill Toffey Why is there so much upset?
• Sally Garner Your industry shows no respect for
  the community.

15
But we have a good story to sell!

• We have tremendous visual and environmental
  results when used for reclamation!

16
We provide solutions people can relate to!
17
We can have successful collaborations
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This results in better articles in the newspapers

• Biosolids restrictions postponed, Damon R.
  Dillman, Republican Herald, Pottsville, PA,
  6/19/2002
• The origin of BIOSOLIDS From Philly sewers to
  our back yard, Kimberly Long, Republican
  Herald, Pottsville, PA, 9/3/2002.
• Tour group finds City of Brotherly Love loves to
  promote sewage-sludge recycling, Kimberly Long,
  Republican Herald, Pottsville, PA, 9/3/2002
• Biosolids farm sprouts Christmas evergreens,
  Brian K. Smith, Republican Herald, Pottsville,
  PA, 10/2/2002
• Reading Anthracite, game commission revitalize a
  habitat, Lisa Price, Republican Herald,
  Pottsville, PA, 10/23/2002.
• Positive outlook for biosolids Reading
  Anthracite point to its efforts to clean up the
  scars, Rob Wheary, The News-Item, Shamokin, PA,
  7/1/ 2003.
• Reclaiming Interest Mine site tour tough sell,
  Stephen J Pytak, Republican Herald, Pottsville,
  PA, 7/2/2004

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People can understand the benefits!
20
and have a positive outlook!
21
What To Do When It Goes Wrong?!

• Peter Sandman paradigm Risk Hazard Outrage
• High H /low O public education
• Mod. H /mod O stakeholder relations
• Low or mod H/high O outrage management
• High H/high O crisis communication
• N.B. We downplay risk due to familiarity

22
Sandman Outrage Management

• Paradigm for low H and high O
• Where we often start from
• Steps
• LISTEN
• Acknowledge wrong
• Apologize
• Give away credit
• Stakeout the middle

23
Sandman Stakeholder Relations

• Paradigm for Moderate H and Moderate O
• Where we probably should be starting from
• Steps
• Acknowledge uncertainty
• Share dilemma
• Invite to assist with solutions

24
Incorporating Relationship -Building From The
Start

• Speak From Your Heart!
• Talk to local officials and gatekeepers
• Have an active plan even when there is no outrage
• Develop a simple method
• Tell the positive stories

25
Getting There WEF Communications Plan

• Prepare an elevator speech
• Biosolids Recycling Beneficial Technology for a
  Better Environment
• Track 1 Biosolids Recycling Benefits the
  Environment
• Track 2 Biosolids Recycling Replenishes the
  Earth
• Track 3 Biosolids Recycling is Grounded in
  Sound Science Committed to Quality

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WEF Communication PlanThe Strategies

• Focus on gatekeepers
• Frame communication around the process, not the
  product
• Focus materials and spokespersons regionally

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WEF Communication PlanGatekeepers

• Academics/Agricultural Scientists
• Water Quality Professionals
• Public Health Officials
• Agricultural/Farm Organization Representatives
• Environmentalists
• Regulatory Officials
• Media

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Environmental Management System for Biosolids

• Identify all stakeholders, interested parties
• Involve entire treatment and usechain
• Consider input to policy and programs
• Meaningful opportunity to have ongoing input from
  stakeholders
• Respond promptly to concerns and oopss
• Communicate information periodicallyon
  performance outcomes matter

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Review of Communication Steps

• Develop a Strategy with Clear Messages
• Enable Citizen Involvement
• Acknowledge Cooperators in Recycling Program
• Tell the Story of the Benefits of Recycling
• Cultivate Responsiveness to the Press
• Respond Promptly to Public Concerns
• Look for An Entre Into the Classroom
• Commit to Continual Improvement and Research
• Make Presentations to Gatekeepers Professionals

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Mid Atlantic Biosolids Association

• Covers EPA Region 2 and 3
• Members are generators, appliers and consultants
• Collaborating with associations in Northwest,
  California, Northeast and Great Lakes
• Primary initiative in supporting odor management
• New initiative -- coordinating outreach programs
  within the region