Environmental communications specialists, Sauce Consultancy, teamed up with the CIWM to bring the media to the heart of the recycling and waste management industry. In acknowledgement of the increasing media and public interest in sustainability matters, this industry first took place on the Communications Hub at Futuresource, Europe’s sustainability event, and saw a host of speakers provide valuable insight into how the waste sector can engage with the media. The highlight of the three day programme was Rosie Boycott, Boris Johnson’s food sustainability guru and former national journalist, giving a ‘sell out’ talk on dispelling the common myths in dealing with the press.
The Communications Hub provided the platform for a busy programme of speakers including national journalists, editors and industry experts addressing which environmental issues are hitting the news and what journalists need for an attention grabbing story. On-the-spot media training was provided to visitors who wanted to hone their interview techniques and drop-in advice sessions for those with a communications problem or a positive story to tell.
CIWM Chief Executive, Steve Lee stated,
“The Communications Hub was a really successful element of this year’s Futuresource show and we will be building on this success at the show in the future. Sauce worked closely with CIWM, pulling out all the stops to make it a success and helping to raise the profile of communications as our industry grows and matures.”
Former BBC journalist and experienced media trainer, Steve Bustin advised visitors how to give the perfect interview, addressing visitors’ biggest concerns of ‘getting it wrong’ or ‘looking a fool’ with tips including keeping objectives in mind, communicating a maximum of three messages and preparing answers. Duncan Simpson, Director of Marketing at Valpak and Joy Blizzard, Chair of LARAC, demonstrated the art of interview technique with live interviews.
Rhion Jones, Programme Director at the Consultation Institute and Dan Cooke, External Affairs Manager at Viridor spoke of the need to engage with communities. Rhion’s electric presentation highlighted what could go wrong during consultation but he enthused,
”By starting early, identifying stakeholders properly and observing best practice it is possible to get consultation right.”
Editor of MRW, Paul Sanderson and Editor of South East Business, John Harvey advised how to write newsworthy press releases. Paul explained that journalists want a release that gets to the point, avoids jargon, provides quotes and is supported by quality images and contact details for any questions.
Representatives from WRAP, DEFRA, CIWM, Environment Agency and many other visitors filled a packed stand to listen to the highlight of the programme, Rosie Boycott who praised the efforts of the waste industry in communicating the benefits of recycling,
“‘I think you have a negative view of how you are doing. I think you’re doing really well, the recycling message is getting through. Remember how long it took people to think that smoking is not cool, drinking and driving isn’t acceptable – the recycling tipping point will be reached soon.”
Rosie advised the industry to correct facts that are printed incorrectly to avoid them being repeated across other publications and for years to come. She also stressed the importance of giving a human face to recycling and making it fun so the media want to cover it and the public want to read about it.
Caroline Macdonald, Director of Sauce Consultancy concluded,
“This inaugural Communications Hub has been an undoubted success. We attracted a wide range of visitors, feedback has been fantastic and hopefully the industry will now begin to benefit from our speakers’ advice and experience.”
Please click here to view the highlights of the three days:
By Nicki Chennells
Tags: CIWM, Communications Hub, Environmental communications, Futuresource 2009, LARAC, Sauce Consultancy, South East Business, Viridor
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