Since the recent inflammatory article by reporter Louise Gray, “Recycling ‘could be adding to global warming,’” appeared in the Telegraph, people have been asking how this negative coverage can be avoided. However this article came about, it is important this treatment of the subject does not dissuade the industry from engaging with journalists.
The environment sector, and in particular the recycling and waste management industry, is entering an important phase as key target dates approach and the Government looks to this growth sector to help with economic recovery, so it is imperative positive messages get through.
The article fuels the argument that people are wasting their time by recycling and further undermines public confidence in the system. In light of this, it is vital that when approaching the media you are clear about what your message is – do not divert from that or lose control of the interview.
Also, think about what message the consumers of news are getting; remember that while the audience has the capacity to understand what is being said, they are not experts, so speak in plain English.
With the major shift in media attention towards the long-standing issue of climate change, there is no better time to get professionals involved to help you positively influence the news.
Sauce is working with the organisers of Futuresource, a three-day exhibition and conference from June 9-11, to offer free advice from leading national and trade journalists. We are holding a series of interactive discussions on our communications hub to inform the industry how best to engage with the media and explore the issues that are shaping the news, and working with the CIWM to offer a limited number of free media training sessions.
For more information please email info@sauceconsultancy.co.uk. For more information on Futuresource visit www.futuresourceuk.com.
Tags: Louise Gray, recycling and waste management industry, terminological inexactitude
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