Rockin' the Environment
Issues Management at its Best

When an international force in the cement industry decided to expand its footprint in the small community where it had been the primary employer for 100 years, it needed a special plan. There were many things to consider, and the last thing they wanted was to create a disturbance leading to protest, negativity, and fear. The goal was to open a quarry that could sustain cement production and jobs through the next century that would benefit, not disrupt the community.

Anticipating issues that could ensue during an announcement, permitting process, and subsequent opening, the company tapped Panorama Public Relations to help them devise a communications strategy. Collaborating with a team of geologist, engineers, lawyers and the cement company, Panorama recognized a major opportunity, one that could benefit all involved . . . creation of a world-class nature preserve.

The cement company had purchased 200 acres near the quarry site for mitigation. Panorama’s strategy included stakeholder input, encouraging everyone to be part of the process and creating a steering committee to represent all constituents. The steering committee generated ideas about a nature preserve based on similar sites throughout the country—like the Lady Bird Johnson Wildflower Center in Texas (http://www.wildflower.org/)—and hired expert land planners specializing in developing natural assets ( http://www.4siteinc.biz/).

The nature preserve project included outdoor classrooms, walking trails and other eco-amenities designed to attract residents as well as environmental enthusiasts. Panorama communicated to nature preserve and quarry stakeholders through community meetings and celebrations, a quarterly e-newsletter, daily and weekly newspapers and a website, http://www.bluespringspreserve.com/. The message: Corporate and community missions can go hand in hand. The project was a win-win for all involved.

Because of the open communication between all parties, citizens understood the importance and value of the quarry. The nature preserve provided a congruent focus benefiting the community. The rock quarry received its initial permits without comment—a first in the cement manufacturer’s 200-year history. The company even gained environmental credits as a result of the endeavor.

Epic crisis averted. This is issues management at its best.