citizen support for solid waste management this community action report (SW-17c.l), developed for the bureau of solid waste management by the national association of counties research foundation under contract no. ph 86-67-290, is chapter 8 in public health service publication no. 2084 actions speak louder than words program image handling complaints going to the public for support established organizations delivering the message sources of opposition using the communications media summary appendix selected bibliography field reports (in order of sequence) a professional public awareness campaign Broome County, New York winning support for improved collection Tucson, Arizona mobilizing community resources to promote public acceptance Madison County, Alabama using leadership and example to win support Waukegan, Illinois the direct attack Baltimore County, Maryland overcoming opposition to a sanitary landfill site Hamilton, Ohio stimulating involvement through humor Kennebunkport, Maine acknowledgments The research and preparation of a working draft for this guide was com- pleted by Patricia A. McDonough, National Association of Counties Research Foundation. Substantive and editorial contributions, reflected in the final version, were made by Alastair McArthur, deputy executive director; Mel Powell, director of contract research; Judith Finlayson, director of publica- Environmental Protection tions; and Aliceann Fritschler, assistant director of contract research. Special L Lb t-T.ry , Rogion V thanks are due to Stuart Finley, president of Stuart Finley, Inc. and to H. -j ftfyj-fV} Wicker Drive Lanier Hickman, Jr., director, Technical Operations, and T. W. Bendixen, Phic-ieo Illinois 60606 special technical advisor, of the Bureau of Solid Waste Management, for their valuable contributions in ideas and concepts. ------- citizen support THERE'S A/0 EXCUSE This cartoon sign outside the entrance of a Los AngeJes County sanitary landfill helps make solid wastes regulations more palatable for the ordinary howeowner. foreword The public creates solid wastes, discards them, and expects efficient, effective, economical, uncomplicated, and nuisance-free collection and disposal. Unfortunately, enough mismanagement of solid wastes exists in the average community to stimulate signifi- cant negative reaction. Since solid wastes disposal is a distasteful subject to many people, usually the general public does not com- prehend the difficult problems involved in collection and disposal. Public information programs are important because they can reverse the trend, changing criticism to public support. Positive images and impressions can replace negative ones. For example, most people are interested in conservation of natural resources and community improvement while they have little interest or sympathy with the mundane procedure of collecting and disposing of wastes. Many people can develop an empathy for the dilemma of the sanitation engineer when introduced to contemplated im- provements in techniques and facilities. In other words, the public information efforts of the com- munity should stress positive factors to counteract the negative impressions caused by problems such as: • poor household storage • infrequent, annoying, or undependable collection • open dumps • air pollution from burning dumps or incinerators • abandoned automobiles • litter. The best method of doing this is for the local government to adopt a posture of progressive and effective operation, and to communi- cate this attitude of success in every possible way. This guide provides some public information methods to gain and maintain public support and interest. — RICHARD D. VAUGHAN, Director Bureau of Solid Waste Management actions speak louder than words Local government must plan a public information strategy to achieve long- and short-range goals and select tactical steps to achieve them. To win citizen support local government should "NVIRONMENTAL PROTECTION AGENCY ------- a professional public awareness campaign Broome County, New York "People think disposal ends at the curb." "The people in Broome County just equated sanitary landfill with dump." These comments were made by Broome County, New York, supervisors after three years of trying to educate the public about needed solid wastes dis- posal. So the Board of Super- visors decided to secure the help of a professional public relations firm. The firm pre- sented the county with a pro- posed education and informa- tion campaign which combined the use of the news media, public meetings with elected and appointed county officials, and a citizens committee. The program has been fol- lowed with the exception of the citizens committee. County officials opposed the formation of a citizens committee at that time for two reasons: 1) sev- eral supervisors preferred to have the citizens committee chosen after landfill sites had been selected and announced; and 2} the director of environ- mental health services thinks citizens committees should not be countywide, as the disposal program will be, but should be organized independently in sev- eral localities. About $16,500 was budgeted for out-of-pocket expenses. Some financial assistance was received from the Bureau of Solid Waste Management. Nearly half—$7,676—of the $16,500 budget was used to pur- chase time and space in two daily newspapers, three televi- sion stations, and four radio stations. Producing the mate- rials for these media cost about $2,600. Another $2,500 was spent for 60,000 copies of an eight-page brochure called "Cover-up," which picked up the key phrase used throughout the informa- tion campaign: "Sanitary Land- fill ... the Better Way." Preparation of a slide show and written commentary about sanitary landfill cost about $500, with another $200 going for a projector and screen. The public relations agency fee for its professional services was $1,500. It worked under the director of environmental health services and the plan- ning director. There has been some crit- icism of the county for using public funds to hire a public relations firm. But the chair- man of the board said he is pleased with the response to the program so far, and added, "Where it affects public health or safety, we are willing to spend some money for a public education and information pro- gram." And since Broome County has no information of- ficer of its own, the only way to obtain professional informa- tion help is by using an outside firm. The folder and the slide show were made available to service clubs throughout the county, to schools, and to residents in the areas where the county anticipated locating landfills. In addition, members of the Board of Supervisors, the planning director, and the director of environmental health services met with residents; ap- peared at local public hearings to explain the countywide dis- posal program; and discussed the program with officials of the towns and villages to show them its advantages and to an- swer objections. There has been opposition from nearby residents to some of the landfill sites selected and strenuous opposition from town officials to one site. Even the resulting controversy over that site, however, has created one plus for the county, its chair- man believes: Many residents discovered that an ugly open dump already existed in their town. begin to build a visible record of accomplishment by making improvements even while the total solid wastes management sys- tem is still in the planning stages. The image presented by solid wastes management directly influences community attitudes. In most communities, the collec- tor is one regular contact a resident has with local government. The uniform he wears, his ability to deal with people, his con- scientiousness, and his courtesy influence public attitudes. Collection vehicles also present an opportunity to improve public attitude. In Philadelphia, each month the polished choco- late enamel compactor trucks display different posters on such program image ------- winning support for improved collection Tucson, Arizona Prior to 1963, Tucson, Ari- zona, solid wastes collection was provided by various locaJ haulers under district contracts with the city. Under this sys- tem, city residents were not receiving adequate service and the city could not exercise any degree of control over the situ- ation. In September, 1963, the city decided to take over solid wastes collection. To operate an effective system of solid wastes collection, the city had to upgrade the existing local ordinances for solid wastes col- lection. Based on a study of other local ordinances around the country, proposed legisla- tion provided that residents must comply with certain stand- ards for the storage of solid wastes or be guilty of a mis- demeanor. This provision in the proposed ordinance caused con- siderable public concern and threatened to block passage of the needed regulations. The Refuse Division of the Department of Public Works contacted the city newspaper to explain the inadequacies of the existing law. The newspa- per cooperated by giving full support to the new ordinance. In addition, local television sta- tions agreed to present a pro- gram explaining the new or- dinance and its implications. While the public works de- partment had obtained the nec- essary support for the new or- dinance, there still remained the task of implementing the new system. Without the full cooperation of residents, the new collection system could not succeed. Recognizing that most residents would volun- tarily comply with the new reg- ulations, the Department of Public Works developed a se- ries of brochures to explain the need for the new system in laymen's language illustrated by cartoons. Although there was no general distribution of the brochures, they were given in quantity to groups such as the Chamber of Commerce, Wel- come Wagon, and to persons who made complaints about the service. The cost of developing and printing the brochures, as well as the cost for all public rela- tions for Tucson's Sanitation Department, was minimal. The total budget for the Sanitation Department for 1967 was ap- proximately $1.9 million, of which $1,700 was spent on public relations. The public re- lations expenditure represents less than 1 per cent of the total budget, but the time it saves in dealing with complaints repre- sents a significant cost savings. subjects as storage standards, traffic safety, and community relations. Every disposal or processing facility offers opportunity to improve the solid wastes management image. A fenced, land- scaped, well-designed operation makes it easier to secure a loca- tion for another well-run operation when it becomes necessary. Officials should not miss the opportunity to remind residents that landfills are land reclamation projects which may result in a park, golf course, or airstrip. This idea is a strong selling point. In Riverside, California, one sanitary landfill site was developed to create a scenic parklike atmosphere along the entrance road. Signs clearly indicating regulations and hours of operation are necessary. They should be easy to read, easy to find, and ------- FIGURE A, TUCSON, ARIZONA As a member of a City Garbage crew, I have been given very careful instructions not to bang your garbage cans, but to treat them with tender loving care. But in order for me to follow these instructions and still empty your garbage cans, your cooperation is needed. If you fill the cans and then stuff in some more trash and jump on it in order to get the lid on, the garbage won't fall out when I turn over your can to empty it. I am not allowed to reach in the can and pull garbage out with my hands. I -can't tell when I will grab a broken bottle, old razor blades, jagged tin can lids or other dangerous things, and if I am hurt, you have to pay for it. Industrial accidents are expensive to taxpayers. So, please don't cram your garbage can full; get another one if you feel you often need more room. attractive. A facility which is difficult to locate should have conspicuous direction signs en route. Once an illicit roadside dump has been cleaned up, the appearance of the area should be improved so it will not revert to a dump. An easy way to do this is to plant grass on the clean but barren dump site. An excellent opportunity to improve community relations is through the prompt, courteous, efficient handling of citizen com- plaints. One of the most frequent complaints is failure to provide a scheduled collection service. With contract collectors in Mont- gomery County, Maryland, the home missed must receive service within one day of a complaint; and the contract collector may not handling complaints ------- have more than 25 such complaints a month without being fined or subject to contract cancellation. National Disposal Contractors, Inc., requires collectors to make a notation of any homes which were skipped and why—no waste to be collected, aggressive dog, improper storage, item too large. When the complaint is received, the company is able to explain why service was not rendered, and tell the resident how to remedy the situation so that it will not happen again. Then a special pickup is made. A record of the kind and frequency of complaints should be kept so that continuing improvements can be made. In New York City, with a fleet of 1,200 trucks, one repeated complaint was that trucks were too noisy. The mayor now requires all trucks to be provided with insulation to reduce the noise level. established organizations PROGRAM SALESMANSHIP BY THE CITIZENS ADVISORY COMMITTEE 1. BELIEVE in the program. 2. KNOW the program thoroughly. 3. PRESENT the program attractively. a. Gear the presentation to the particular audience to hold its interest. b. Dp not force a decision at the first visit, but leave the impression that the first visit was more than a "friendli- ness" session. 4. FOLLOW UP the initial visit. going to the public for support Resources in the Community. One method of achieving citizen participation in the early stages of a program to improve solid wastes management is the formation of a small citizens advisory group. The role of this committee should be to help plan total citizen support for whatever solid wastes management system is needed. The starting point of a public support campaign is to identify the community assets and liabilities which may affect the solid wastes program. To do this, the advisory committee should in- clude both elected and non-elected community leaders. The com- mittee should include the local government public information officer, representatives from other local government departments, community organizations, and private industry. The best way to get action is to get people involved early. Forming a broadly based committee early is vital since people may feel they are being "used" if they are asked to go along after the plan is made. This way, comprehensive improvements will be those which the citizens themselves have helped develop. A workshop is an efficient way to prepare a large group quickly. Citizens advisory committee members should help plan the workshop and determine what decisions and participation are required from their organization. The committee should prepare a composite list of private organizations, professional associations, private industries, and agencies of local, state, and federal gbv- ernments. Working with the citizens committee, public officials should decide which interest groups need to be reached, what factors are important to each group, and what results are desired. Since many organizations are committed to other goals as pri- mary responsibilities, at first an official should select organizations which are most likely to participate with enthusiasm. After a record of accomplishment has been achieved, other organizations will be eager to participate and help support the solid wastes management program. Existing organizations can effectively motivate interest since they have established channels of communications and influence with their members. Each civic group, such as the League of Women Voters, U.S. Jaycees, parent-teacher associations, Lions Club, and Kiwanis, ------- mobilizing community resources to promote public acceptance Madison County, Alabama Piecemeal, sporadic efforts by Madison County, Alabama, commissioners to eliminate un- sightly accumulations of trash and garbage at roadside areas, woodlands, and ditches within their individual districts proved unsuccessful. The county com- missioners became convinced that a coordinated countywide program of solid wastes dis- posal for rural areas was the only solution. County health officials con- tacted equipment manufactur- ers, visited systems in other cities and counties, and sought the opinions of various com- munity leaders and organiza- tions on the workability of plans being formulated. Health officials proposed that residents of areas to be served contribute funds to purchase 40 8-cubic-yard metal contain- ers to be placed at principal intersections, near rural popu- lation concentrations along county roads, near rural stores, and on county school grounds. The county would purchase a front-end loading compaction truck, employ the necessary collection crew, and assume op- erating expenses. The Hunts- ville City Council agreed to al- low Madison County to use its disposal site free. To help sell the program to rural communities and obtain public financial support, the health department enlisted rural community leaders and presi- dents of organizations such as home demonstration clubs, farm bureaus, and parent-teacher as- sociations. These key leaders were invited to attend a briefing about the proposed solid wastes program where slides, maps, flip charts, a movie about col- lection, and other visual aids were used. A person in each community represented was asked to arrange similar meet- ings for citizens in his area. At the first such local-level meeting, the chairman of the Board of Commissioners pre- sented the proposal. A per- manent fund-raising chairman was elected, who immediately appointed a committee to so- licit contributions. Within three days, $1,600 for three contain- ers was collected. Following this initial success, the same procedure was used in each small incorporated town and unincorporated community. Within two weeks over $10,000 had been received. Considering this adequate evidence of pub- lic approval, the commission- ers ordered the 20-cubic-yard packer truck. According to the sanitarian supervisor, a key element in gaining public support was working closely with the Agri- cultural Extension Service: It would have been impos- sible to have put this pro- gram across without the as- sistance of the local county agent and home demonstra- tion agent. These people can tell you more than just how to raise a row of cot- ton or how to prepare a balanced meal; they know who the leaders are in a community and how to ob- tain their cooperation and support. And these agents are available in counties throughout the country to help local officials in worth- while projects of this type. Local officials in Madison County feel that the most im- portant aspect of this solicita- tion program was that every member of each community was contacted and encouraged to give something, however small. This created a sense of pride, possession, and owner- ship in the containers and the cleanliness of their neighbor- hood. Within six years, 84 contain- ers and two compactor trucks were in use. adopts one or two major projects for the year. The citizens com- mittee should work with each organization to encourage the adoption of solid wastes management as a project and to get the organization to participate in the overall program. Each organi- zation should be shown how its contribution fits into the overall action program. The citizens committee should enlist an organization's active participation, not settle for a token endorsement. The organiza- tions should show they plan to involve all their members in the project and designate a liaison with the citizens committee. In- volvement can itself generate enthusiasm. Some projects which can be adopted by individual organiza- tions are litter control, improving storage conditions (buy a new trash can campaign), and abandoned automobile removal. The ------- project should be a manageable one so that it can be accomplished within the time allotted, and challenging enough to generate enthusiasm, not boredom. Another important group that should be approached for assistance in getting the message across is the public school system. There are local teachers' organizations virtually every- where and through them the teachers can be reached, by getting articles printed in their newsletters and by providing speakers at their meetings. School boards should also be approached; with their permission and that of school administrators, school children themselves can be enlisted to help. Each organization should be informed of the activities of other groups, and should be given public recognition for its par- ticipation through newspaper articles, citations, competitive awards for outstanding achievement, and other methods. using leadership and example to win support Waukegan, Illinois When rats from the city dump invaded nearby prosperous res- idential areas, the citizens vo- ciferously demanded that a mu- nicipal incinerator be built to replace the dump. A $350,000 incinerator bond referendum was approved, but public in- terest waned when two years passed with no action taken. In 1961, the newly elected mayor reviewed the problem. In the two-year span, the solid wastes production rate had increased and construction costs had sky- rocketed. The bond issue was no longer adequate to pay for an incinerator large enough to meet current needs, much Jess accommodate future growth, and the city was already facing financial strains. To find an alternative solu- tion, the mayor interviewed private land disposal operators and toured their sanitary land- fill sites. Waukegan was sur- veyed and soil tests were run on the most suitable sites. On the edge of Waukegan, a 3-acre swamp had been a community eyesore for many years. Tests indicated it to be suitable for sanitary landfill without en- dangering surface or ground wa- ter. Arrangements were made to have the land donated to the city in memory of the owner's deceased son. National Disposal Services, Inc., was contracted with to operate the small pilot sanitary landfill under strict standards, and also to assume the waste collection service which, under municipal opera- tion, had been unsatisfactory. The public, having approved a bond issue for incineration, raised strong opposition, claim- ing that the city was planning to "replace the dump with a dump." Court action ensued. The mayor personally waged a vigorous campaign defending the selection of the sanitary landfill method. Appearing be- fore hostile audiences, he ar- gued that sanitary landfill was much less expensive than in- cineration, that land in Wauke- gan was available which could benefit from reclamation, and that the homeowner would re- ceive more service (backyard pickup) than before at less cost. At one public meeting the au- dience was so rude and agi- tated, the mayor said, "Nothing will convince you because you don't want to listen. But you elected me to do what is right and I will establish a sanitary landfill—not a dump—whether you like it or not because it is best for the city. That landfill will be so clean and so perfect that when it is finished I'll serve you tea and crumpets on it. In fact, in 18 months we will have the biggest tea party there you have ever seen." The newspapers had a field day cartooning the promised tea party in a rat-infested dump. When the first truckload of trash was brought to the new fill, citizens lined the fenced perimeter to superintend the operation. After a week, the crowd thinned and opposition was less adamant. Court in- junctions were dropped. Within 18 months the model landfill was completed, sodded, and equipped for little league baseball. On the appointed day, 5,000 Waukegan citizens gath- ered for the ribbon-cutting cer- emony to celebrate the newly completed reclamation project. The party featured tea and doughnuts, a brass band, and exhibition baseball. Leading athletes from the Chicago sports world were honored guests. For the next site, the school system and the park authority invited the city to reclaim eroded land by sanitary landfill for a school athletic field. ------- Resources Outside the Community. In addition to the re- sources within the community, technical and financial support is available from universities, the federal government, private indus- try, and national professional associations. (Details of these pro- grams are presented in Guide Number 7, Technical and Financial Assistance.] An official of the National Clean-Up, Paint-Up, Fix-Up Bureau, the oldest national nonprofit community improvement program, commented: The greatest obstacle to channeling enthusiasm for com- munity betterment results because most communities do not know what they want to accomplish and what organi- zations are already available to help them once their goals are identified. To show how to channel this community energy, the bureau offers a free kit on request and issues a monthly newsletter to keep communities abreast of projects throughout the country. It presents an annual national award to the community rated highest for the degree of improvement, beautification, youth participation, and scope of voluntary participation. For more information on this and similar programs, see the Appendix. Public officials should plan a careful campaign to reach the general public. Improvements made by local government and the support and successful projects of civic organizations will pave the way for public support of a comprehensive solid wastes man- agement program. All the tools of communication should be used to reach all citizens with the reasons why improvement is necessary. Successfully selling a complicated proposal is most effective if personal explanations can be given. Small informal meetings or "coffees" where groups of citizens have a direct opportunity to learn about and discuss the program with their neighbors are the next best means. Personal selling is most effective if the campaigners are well- known, respected, and informed. Community and civic leaders should be able to reach those who influence others at work and in the neighborhood. The more complicated or controversial a program, the more personal contact is required to convince people that it is good. Completely changing someone's mind is obviously easier if his first opinion was not too deeply rooted. The environment, as well as the means and tact of the presentation, is important. When public hearings are required by law or are desirable, officials should plan and organize the meeting so that all sides receive a fair hearing. Speakers Bureau. A well organized speakers bureau with effective, well-prepared speakers is important in any education campaign which must move people to action. It is not enough to tell members of an organization that solid wastes are being improperly managed and that improvements are needed. Because of the element of personal contact, which generally makes a deeper and more permanent impression than impersonal contact (through the printed word or over electronic waves), effective speakers are a must in a campaign for support of a solid wastes management program. Speakers can be drawn from the ranks of elected and ap- delivering the message Broome County, New York, used this brochure explaining why countywide disposal and sanitary landfill were the answers to their solid wastes problems. ------- pointed officials, doctors, scientists, engineers, and knowledgeable citizens. They shold be vitally interested in solid wastes man- agement and knowledgeable about local conditions. Their en- thusiasm alone can be infectious. Bolstered with facts and a pro- posed program, they may move a majority of the audience to acceptance of the program. Though the audience may not be permanently motivated by one speech, its members will be far more receptive to future discussions about solid wastes manage- ment which reach them through the mass media. This is how mass communication and the personal contact of small group meetings work hand in hand. Opportunities must be sought to expose the issues and pro- vide information on the solid wastes management program. The citizens advisory committee or public officials should contact every organization to let them know that speakers are available. Speaking engagements must be sought actively. All kinds of women's clubs, PTA's, fraternal organizations, and church circles can be approached. Representatives from these organizations should be working with the citizens committee throughout the campaign, and they should be able to arrange speaking dates. the direct attack Baltimore County, Maryland Baltimore County, Maryland, made a broadside attack on the litterer. The county issued a "Dirty Picture of the Week" pointing a finger at any dump anywhere. For example, one caption read: SEEING IS BELIEVING —This horrible scene is on Milford Mill Road just west of Reisterstown Road near the well-kept suburban community of Sudbrook Park. This photo was taken and is released by the Of- fice for Information and Research for Baltimore County to spotlight how a nice county road can be made unattractive by road- side littering. Don't dump unwanted bulky items along the county highways, when for such a small fee, the Bureau of Sanitation will pick them up. Call 823-3000, Extension 285. Program support was given from every level of local gov- ernment. The elected county ex ecutive instructed every count; employee to know the litte laws. Litter bags were put inti all county vehicles, includin, police cars. Use was manda tory. An example was to b set. Policemen had orders to war any violators seen littering hig? ways and to present offender a litter bag with a polite re minder that next time an arres might be in order. Appea were made for responsible ci izens to report violation promptly, to refuse to allow few to raise tax burdens b thoughtless littering. Magii trates were asked to assij maximum penalties to all coi victed violators. Color television spots showe piles of debris along wel traveled roadways and stream Next to "No Dumping" sign they showed garbage, junk, an filth which clearly implied lack of public pride or publ responsibility. Messages wei 10 ------- More and more, solid wastes management agencies are mak- ing speeches at all local schools. The immediate benefit from this audience is that the children carry the talk home to their parents. The long-range benefit is that soon an entire generation of people will be familiar with solid wastes problems and more easily con- vinced of the need for good management. The speaker should make sure his talk is appropriate to his audience. The local ladies' club will not be as interested in the technical aspects of industrial wastes as will, say, the local chapter of the American Society of Civil Engineers. After initial speaking engagements have been fulfilled, the word will begin to reach other program chairmen, who are search- ing continually for good program material. Soon they will begin coming to the speakers. The Creation of Events. To use organizations effectively and at the same time create increased public awareness through news media, the public education program can focus attention on spe- cial events. The Philadelphia More Beautiful Committee received national recognition from the National Clean-Up, Paint-Up, Fix-Up Bureau. brief and accusing: "You're looking at a wasteland of lit- ter. ... Keep it up.... You won't have to look for a dumping ground, you'll be living in one." Each spot ended with an in- vitation to telephone the county for information about disposing of unwanted items. Three tele- vision and 11 radio stations in the greater Baltimore metropol- itan area broadcast the spots. Preparation cost of the spots was $201.60. Another public information tool used was direct mail. Uti- lizing the July mailing of tax bills to save the substantial cost of an additional mailing, a spe- cial flyer was prepared and dis- tributed as an insert. Titled merely "Information for Tax- payers," it summarized major expenditures of tax monies for the past year and featured basic information regarding bulky item and refuse disposal in a "specific report." It cost less than one-half cent per mailing and reached 180,000 homes. Commenting on the educa- tional action program, the coun- ty's sanitation bureau chief remarked: After agreeing to the campaign outlined by our county Office of Informa- tion and Research, particu- larly my part in opening it with a two-fisted attack, I half expected to be hung in effigy, or worse, by any one or any number of the coun- ty's over 555,000 residents. But the hue and cry never began, thankfully, and aside from a few brickbats public reaction was highly fa- vorable. We found ... that many residents were as alarmed and upset as we were about wholesale dumping and were anxious to do some- thing to help stop it. Since this reverse psychology was applied and the rest of the public information program has been in effect, record progress has been made in removing all kinds of debris from basements, backyards, vacant lots, and numerous other locations. In the first eight months, more than 3,800 bulky items were collected and hauled to land- fills for proper disposal. Tele- phone requests for this service came in at the rate of 400 per week. Another by-product of the campaign has been better tele- phone communication with people who have disposal prob- lems. Residents are more aware that there is a solid wastes col- lection and disposal problem and they know it is important to them. They accept the reg- ulations more readily and view them as necessary for con- venience, health, and manage- ment. According to the Balti- more County information of- fice, "We recommend this type of direct attack program to any local government with similar problems and an official willing to stick his chin out." 11 ------- >• ••III it 1 i 1 1 ' it • •« •••• i In many areas, local groups will help finance the purchase of litter baskets to be placed around the area. Such activities give them a feeling of involvement and responsibility for solid wastes control. By organizing blocks and having them compete each week for a "Cleanest Block of the Week" award, the committee has suc- ceeded in beautifying 2,500 blocks in the oldest part of the city. The program was closely coordinated with the Department of Streets so that bulky items and street sweepings could be picked up on Saturdays. Keep America Beautiful, Inc., has been active in litter con- trol. Its award program is an incentive to stimulate community action, and to tie local action into a nationwide effort. San Diego County, California, has won two Keep America Beautiful county awards for its anti-litter activities. Various county depart- ments, particularly the Refuse Disposal Division of the Department of Public Works, city agencies, and a private group called the War Against Litter Campaign, have enlisted the support of thou- sands of residents in a continuing countywide campaign. To encourage the program, the county allows the Director of Public Works to waive disposal fee payment for two important instances: 1) When the garbage or refuse collected is part of an anti- litter, clean-up, or like campaign for civic beautification by youth or civic groups, such as the Boy or Girl Scouts; or 2) When the refuse is generated in the course of collection and salvage of materials donated to nonprofit charitable organizations, such as the Salvation Army and Goodwill Industries. An important event for publicity and public education is a "go-see" trip for citizens and public officials. Groups should be taken to see a well-run incinerator, sanitary landfill in operation, and completed and converted fills. A major source of opposition may be due to the disposal method "credibility gap." Most people have never seen a good disposal operation because good ones are inconspicuous. What they remember are sooty incinerators, rat-ridden dumps, and all the other bad aspects of improper disposal. The voters frequently will not believe that a sanitary landfill is different. Few people understand the difference between a sanitary landfill and a dump. People will argue that a dump in the neighborhood will depreciate land values. It is important to stress what the fill will be when completed—a baseball field, golf course, botanical garden. Homeowner Information. Providing information sheets con- cerning solid wastes programs and services to the homeowner is also an effective tool in building a desired image. Using pictures, cartoons, and a lighthearted touch makes a better impression than hard-to-read mimeographed orders, which will probably wind up in the waste can. The appearance of the brochure, of course, is secondary to providing top-quality information and service. Every residence in the community should be supplied with a set of instructions about the schedule for collection, preparation of garbage, trash, yard clippings, and bulky items; and a phone number to call for more information or to register a complaint. When Tucson, Arizona, changed its collection system, the Refuse Division of the Department of Public Works issued a booklet using comic figures to seek homeowner cooperation and to show common failings (see Figure A). To inform homeowners of a change in collection or disposal practice, Philadelphia collectors 12 ------- deliver notices door to door along the collection route (see Fig- ure B]. To reach non-English speaking residents, Philadelphia has distributed brochures, litterbags, and signs in Spanish. Notices can also be distributed along with other government mailings such as school notices and utility bills. Communications Media. Although most effective, personal contact can reach only a few people at a time. Therefore, other public relations tools which reach broader segments of the popu- lation should be used simultaneously. Films on good solid wastes management can be broadcast locally to be viewed by civic groups meeting at several locations as well as the general public. The film should be well publicized in the local newspapers and in civic group newsletters. Group discussions can follow the film. Ques- tions can be phoned to a local government office which would stay open to answer them. Some forms of public relations, particularly radio and tele- vision messages, are used most successfully to reinforce existing attitudes and to motivate people to act on their beliefs. In Balti- more, Maryland, public officials capitalized on the goodwill gener- ated after a successful clean streets campaign. The city used one- minute radio announcements to tell residents what was necessary to continue to keep streets and alleys clean, how the municipal collection and disposal system operated, and the telephone number available to register a complaint or obtain more information. Since it is easier to attack a program than sell one, the "anti's" be blunt but positive often get more news media attention. To counteract this, the "pro" group can attack the existing situation in blunt terms while at the same time conducting a positive program for change. People are already aware of what they do not like about garbage and everything associated with it, so they are likely to re- act emotionally to anything they believe will make it worse. The official should use to advantage those subjects which people are already against, such as rats, blight, air and water pollution, flies, and depreciation of land values. People relate to things they believe are good. The public official must show that the new system will be better than the FIGURE B: HOMEOWNER INFORMATION PHILADELPHIA, PENNSYLVANIA NOTICE RUBBISH and ASHES will not be collected CHRISTMAS DAY FRIDAY, DECEMBER 25 However your trash will be collected the following day SATURDAY, DECEMBER 26 (THIS SPECIAL COLLECTION WILL BE MADE TO HANDLE THE EXCESS AMOUNT OF RUBBISH ACCUMULATED BECAUSE OF THE HOLIDAY) SANITATION DIVISION DEPARTMENT OF STREETS Room 924, City Hall Annex 13 ------- overcoming opposition to a sanitary landfill site Hamilton, Ohio "The best solid wastes pub- lic relations is good operation of sanitary landfills in the past," said the Hamilton, Ohio, direc- tor of public works. He also be- lieves that residents who live near proposed landfill sites are always going to complain, so he warns other public officials to be prepared for such opposi- tion. Acting on these principles, Hamilton's public works direc- tor and other officials were able to overcome intense opposition from residents when the city proposed opening a new land- fill near the center of the city. The controversial site was an abandoned gravel pit located on a 10-acre tract which sepa- rates residential dwellings and a few commercial buildings from railroad tracks. Landfill operations were to be conducted adjacent to the tracks and within 100 feet of the resi- dences. As soon as the site was an- nounced, nearby residents un- leashed a storm of protest. They organized and vocally op- posed the new site at city coun- cil meetings and public hear- ings for months. They pleaded with the governor, state health officials, and even federal health agencies for support. Though the residents received no help from these officials, they con- tinued their campaign. Local newspapers, according to the public works director, were scrupulously fair in explaining both sides of the issue. City officials launched an in- formal campaign of their own to convince the protesting resi- dents that their fears were groundless. Their most effec- tive tool was in arranging visits for the public to the completed landfill site. (That site is now part of the Hamilton branch campus of Miami University.) Though some visitors were frankly amazed at the sanitary conditions and lack of nuis- ances, they still feared that the new site would not be operated with similar care. Many re- called an old burning dump which had existed near the first site prior to its use as a landfill. Residents living near the new site also had visions of blow- ing litter. The public works di- rector promised it would be controlled. In reply, the resi- dents promised to complain loudly every time a stray piece of paper landed in their back- yards. So the public works director installed an 8-foot wire fence around the site at a cost of about $3,000. As further in- surance, he added snow fenc- ing within the site itself to catch papers. The city council had unani- mously approved the gravel pit site by this time. To quiet citi- zen opposition, it publicly di- rected that the new landfill he operated according to the same high standards as the old one. The gravel pit area had been a problem for fire and health authorities for years because it was overgrown with brush and had been subject to indiscrimi- nate dumping. A professional exterminator was hired to bait the site to prevent rat migra- tion to surrounding residential areas and the clean-up of brush and refuse burial began. After this initial job, some of the original protestors compli- mented the public works de- partment on the site's "amaz- ing improvement." The fencing controlled access and litter problems. To lessen dust, a paved, all-weather road- way was constructed the com- plete length of the pit. A full- time attendant directs unloading and collects scattered refuse. Burning, scavenging, and sal- vaging are prohibited. Continuing engineering super- vision is also provided. The new site is inspected regularly by the local health department. In addition, the federal Bureau of Solid Waste Management in nearby Cincinnati uses the site for instruction purposes. This regular outside evaluation is helpful in gaining and main- taining public acceptance. The site is in full operation now, with an expected life of two to three years. The work- ing face is extremely small; lit- ter is practically non-existent. It will probably be easier to convince residents that future sites can be long-range assets to the community by reclaiming land. However, warns Hamil- ton's public works director, "It is impossible to gain public ac- ceptance when the public is personally acquainted with the nuisances and health hazards resulting from a dump or a sub- standard or poorly operated landfill." In short, for sanitary landfill operations, public ac- ceptance depends on perform- ance. 14 ------- current system to win support for change. For example, he can use people's desire for clean water to stop riverside dumping. Symbols and slogans can also be used to help people identify with a program. Smokey the Bear was the identity used to make the point that careful disposal of used matches and drenching campfires are contributions a citizen can make to help prevent forest fires. Keep America Beautiful, Inc., reminds people that "Every Litter Bit Hurts" because it requires dollars to keep high- ways clean. These campaigns have been successful because the message is short, simple, direct, and clear. The message states the problem in familiar terms, and the required remedy. The message is de- livered by some figure easily identified as good. A record of accomplishment and the enlistment of many sec- tors of the community in solid wastes management will help local government maintain widespread support when improvements touch politically sensitive issues such as site selection and raising funds through service charges, bond issues, or increased taxes. Before controversy develops, the official and the citizens committee should study the attitude and motivation of those in the community who are likely to oppose their project. Sources of opposition include the following types of citizen. • People who don't want sites near them. They are motivated by the belief that living near a disposal facility threatens the value of their property and lowers their status. • People who don't want to spend money. They support a bad system at the added expense of inconvenience, less- ened public confidence, poor land use, and endangered public health. • People who believe no solution is possible. They lack infor- mation and thus need to be informed of current technology. • People who resist any change. They may be favorably in- fluenced if the explanation of what is planned is presented as an essential community improvement. • People who are apathetic or unenlisted. They can be inter- ested and motivated into personal involvement. • People who have inadequate or erroneous information. They can be influenced by complete information and thoroughly documented facts. • People who are politically opposed to those advocating the program. • People who do not think the agency can do a good job because of past practice. Government laxity and bad previous experience stimulate the most forceful and persistent opposition. What a jurisdiction has done or permitted to be done has more influence than what it says it will do. It is especially difficult to counter arguments if a local government has tried to hide its failure. A credibility gap develops and citizens will not support any proposed system. No disposal site or system lasts forever, so it is better to do a good job from the start to avoid organized opposition when new sites and new programs must be established. Opposition to a disposal method may spring from rumors that noxious gases exude from landfills, or that no incinerator can be operated in conformance with air pollution control standards. sources of opposition Accumulations of rubbish like this one on a downtown street strengthen the distaste many people feel for the whole subject of wastes control. One counteraction is to cJean up the mess and use that as a starting point to gain support. 15 ------- FIGURE C IDEAS FOR PUBLICITY TOPICS FOR WRITTEN PUBLICITY Establishment of citizens groups Statements by public officials List of uncontrolled dumps, sources, and their pollution effects Comparisons with similar communities which have set up good systems Meeting announcements Hearings on establishment of a system and site location Setting up an agency; its organization, powers, personnel, budget, program Agency activities—changes effected, in- spections, court appearances, successes, failures Visits from out-of-town experts Findings and recommendations in the study and investigation report State and federal grants received Periodic progress reports Go-see trips TOPICS FOR VISUAL PUBLICITY Rats in a rubbish pile Open burning at dumps, demolition sites, individual homes Demolition activities Garbage collection in action Scenes of litter, dumps and abandoned automobiles in alleys, along highways, in streams, and in wooded areas Maps showing dump locations Abandoned automobile removal Operation of collection equipment Activities such as picketing, meetings, in- spection trips by officials Smoke plumes from apartment building incinerators Comparison shots of good and bad stor- age conditions, disposal sites, and incinerators Model of landfill site with planned future use Compost plant or sanitary landfill in opera- tion Flies on garbage Go-see trips Countering these arguments with facts open to inspection makes it much more difficult for opponents to play on emotions with half-truths. Public officials should make it clear they are striving to create the best system possible by applying the most modern technology, which is designed to conserve and protect air, water, and land from pollution. To eliminate doubt, the campaign must make clear why the solid wastes system is absolutely necessary and why it is a bar- gain at the price. Delay will necessitate additional costs such as cleaning up the areas where wastes have accumulated. The cost of purchasing property and building facilities also rises each year. Sooner or later comprehensive solid wastes management must be undertaken; the sooner, the more reasonable the cost. Securing a Site. No matter which disposal method is selected, a site is required. And unless the local government has already established a good reputation for proper wastes management, there will be a vociferous site fight. The results of thorough tech- nical evaluation should be the primary consideration in site selec- tion, but political feasibility is also essential. Until a firm decision is made, the location under consideration should be kept confi- dential. Premature disclosure of possible site locations can spell disaster. One county commissioner wisely advises, "Once the site has been designated, stick to it. If you shift a quarter of a mile, you will shift sites forever." Various groups, including conservationists, land developers, and sportsmen, will be interested in site location and its effect on the surrounding land. For example, when a sanitary landfill site would destroy wetlands or marshlands which constitute a wildlife habitat, a vigorous outcry can be expected. Conversely, working with conservation groups to dispose of solid wastes in a manner consistent with good conservation can provide a source of citizen support. The public hearing or town meeting can be an effective vehicle to win support. Here the representatives of local government must publicly face the opposition and answer objections. In this situa- tion, public officials must show leadership. If a meeting ends without victory, the battle is not lost. Several confrontations may be needed, but at each meeting an impression is made. Convincing a few people each time may bring success. One effective technique is to establish an Office of Land Acquisition with responsibility to purchase land for all public facilities, such as fire stations, police stations, schools, and parks. Advance acquisition of land, which is possible under this system, permits early acquisition of undeveloped land, which can be immediately identified as landfill or incinerator sites before nearby development preempts such land uses. Subsequent zoning cases will be held in light of this knowledge and no one will be able to claim that a landfill or incinerator was rammed into his neigh- borhood without notice. Generally, a land acquisition office could purchase suitable land as it becomes available, in advance of scheduling in the capital improvement program. If a county is forced to wait several years because of fund limitations, very often the most desirable site will have been acquired for other uses and/or costs will have become prohibitive. In Baltimore County, Maryland, such an office was recently established and empowered to borrow up to 16 ------- stimulating involvement through humor Kennebunkport, Maine A newcomer to the town of Kennebunkport would have as- sumed a Martian invasion. But it was more like a dump explo- sion. All streets were barri- caded against traffic. Most of the citizens were milling ex- citedly at the main intersection of town. An evangelist ap- proached lamenting, "Repent. Use Your Dump." Another be- draggled follower carried a sign reading "God Bless Our Dump." According to the president of the Kennebunkport Dump As- sociation: Each year, we sponsor a "Miss Dumpy" contest and a giant trash parade as the climax of the National Dump Week celebration. Another feature attraction is a dump-art exhibit in which all items are made of genuine junk. Through- out the year we issue dump users "Trash Stamps," bumper stickers, and auto- mobile tags—all of abso- lutely no value. The "Dump Credit Card" entitles the holder to visit any dump in the country and is now a national anti-litter instru- ment. Most of us like to go reg- ularly to the dump to en- gage in the lost art of dump-viewing, even though the town utilizes private rubbish collection. By per- sonally delivering expen- sive boxes and wrappings at an optimum time, that is, when the dump traffic is greatest, neighbors can sub- tly be made aware of your affluence without undue boastfulness on your part. Our dump, cluttered to maintain a homey appear- ance, utilizes a combination of burning and covering. It is designed to allow for in- finite expansion, in the shape of a pentagon. Al- though we have no official connection with the town dump, now "America's Number One," we use this association to emphasize that disposal of trash is vital to our society. Our association is pri- marily an anti-litter group, and is a nonprofit corpora- tion under the laws of the State of Maine for the pur- pose of promoting interest in dumps. Our hope should be that a society that lives by its obsolescence may not perish of its own junk. At the outskirts of Ken- nebunkport, Burma-Shave-type signs declare: NEVER, NEVER, LITTER THE ROAD: BRING OUR DUMP ANOTHER LOAD. Beneath all this tongue-in-cheek promotion, Kennebunkport and the State of Maine, which de- pends heavily on the tourist trade, are making serious ef- forts to attract and interest people in the problems of dis- posing of local and tourist trash. This case study is presented not to imply that dumps are good or a proper disposal method, but rather to emphasize that it is possible to stimulate community interest and enthu- siasm in solid wastes control. $1 million to provide funds for the advance acquisition of land for government purposes. Securing Financing. Acceptable solid wastes management is absolutely necessary and improvements must be financed. The general tendency of the public when asked to approve government expenditures, is "when in doubt, vote no." When the law requires the public to vote on capital expenditures, a well-coordinated, public-support campaign is absolutely necessary. St. Louis County, Missouri, has had several bond referenda related to solid wastes management expenditures. In 1963 a $104,035,000 bond issue for 12 separate projects was put to refer- endum and defeated. Plans were begun to resubmit the three most pressing projects. A long campaign of public education was then completed and in May, 1965, three bond issues for $41,500,000 were passed with the active support of a citizens committee. When collection or service fees must be raised, it is important to provide careful explanation. In Fresno, California, the city went from once-a-week collection to twice-a-week and doubled the fee to the homeowner. Its successful information campaign based on public health arguments used a combination of citizens committees, films, TV programs, and a brochure explaining the need. TRASH STAMP KENNEBUNKPORT DUMP ASSOCIATION 17 ------- using the communications media Newspapers, radio, and television publicity are effective means of stimulating public interest. Officials, the citizens committee, organizations supporting the program, and the local government public information officer should send news releases as often as justified. The more publicity is coordinated the better it is (see Figure C). Weekly and daily newspapers, commercial and edu- cational television and radio stations, and community association newsletters should be used. In requesting newspaper or media coverage of a particular event, officials should remember that many other community proj- ects are competing for attention and be prepared to justify why their information is important and how the project affects the majority of the audience or readers. Personal contact should be made with the local government beat reporter or city editor. Two types of media contacts are most useful. The executive or top editorial staff person can plant editorial ideas which a reporter cannot. In particular, this type of contact can provide support in the form of editorial page commentary and "crusade" material. On the other hand, the well-informed reporter can orient stories properly. It is worthwhile trying to identify knowledgeable reporters (TV or newspaper) who will appreciate the substance of solid wastes management stories. "It is always possible to talk to the news media, confidentially if necessary, to ask media cooperation beforehand," recommended a Genesee County, Michigan, official. They should be told the advantages and disadvantages of the choices available, costs, and sources of opposition and support; then ask their support. The editor of a large metropolitan daily advises, "You can't hide a public business; the news media will uncover it. Instead, give us advance notice and easily digestible facts and information." Without this basic data, the media may end up providing incom- plete information or overcoverage of the "anti" groups. Some of the public relations tools available to reach people are publicity, advertising, printed materials, reports, publications, films, three-dimensional models, speakers bureaus, bumper stick- ers, meetings, workshops, billboards, radio and television an- nouncements, and programs. The use of these tools is designed to reach, inform, and con- vince as many groups as possible at a time, so it is useful to direct some materials to a general audience, and others to more specific audiences. Since not all of the groups reached will have identical opinions or hold them with the same intensity, it is important not to antagonize those people who are inclined to support the program while trying to win the support of those who are opposed. public service Newspapers. Public officials should know what kind of mate- announcements rial newspapers prefer, what their deadlines are, how much ad- vance notice they prefer, and what kind of coverage they are equipped to provide. The use of the standard format for press releases is essential. The copy must be typed (double-spaced) or mimeographed, with generous margins and at least four inches blank space at the top of the page. The page heading should be set up: 18 ------- FOR IMMEDIATE RELEASE or, FOR RELEASE: TUES- DAY, APRIL 1, 9 a.m. TOPIC: Closing of City Dump ISSUED BY: Citizens for Clean Air FOR MORE INFO CALL: Mrs. Filter, IK 3-2000 The opening paragraphs should cover who, what, where, when, how, and why. Pictures for publication should have something to say. A picture which dramatizes a problem or shows action is more interesting—and much more likely to be published—than one of citizens stiffly posed. Radio and TV. Announcements and press releases sent to radio and television stations receive more attention if they include more information than those sent to newspapers. For radio news releases the heading at the top of the page fITlTlPTlQlTf should be as follows: fir GOOD FOR BROADCAST FROM: April 1 thru 10 TOPIC: "HELP CLOSE THE DUMP" ISSUED BY: Citizens for Clean Air FOR MORE INFORMATION CALL: Mrs. Filter, IK 3-2000 Number of Words in the Announcement 100. Suggested Reading Time 30 seconds. For television news release and public service announcements use the above, plus suggested picture, for example: TO BE READ OVER SLIDES. The page should be set up in two columns. The left indicates what is seen; the right what is said; for example: VIDEO AUDIO Slide 1 of Dump VOICE: DISPOSAL OF YOUR TRASH IS A CRISIS IN DIRTY COUNTY. For routine TV announcements (not fast-breaking news), the sta- tion probably has a general public service announcement slide. Officials should find out before having slides made, and check to see whether the station prefers color or black and white. Slides for television are the same as ordinary home 35mm slide film. Public service announcements for both radio and TV should be supplied in triplicate. Generally, short announcements should be 10, 20, 30, or 52 seconds in length when read aloud clearly. Releases and slides for such spot announcements should be sent to the station a month ahead of time if possible. Some local solid wastes agencies may be able to prepare or have prepared TV spot announcements. A spot which costs $1,000 to produce might garner public service free time usage worth hundreds of thousands of dollars. news events Any time an event can be turned into news, production be- comes the responsibility of the media, thus avoiding the technical problems inherent in preparing public service announcements. When inviting newspaper, radio, or television to cover an event, a data sheet of facts and figures (not opinions) should ac- company the invitation. Radio and newspapers are more able than television to cover fast-breaking news. Many stations have locally produced programs concerning community affairs. These programs may be "talk" shows, human sources of information on solid wastes and methods of citizen support Bureau of Solid Waste Management Environmental Health Service Public Health Service 5600 Fishers Lane Rockville, Maryland 20852 National Clean-Up, Paint-Up, Fix-Up Bureau 1500 Rhode Island Avenue, N.W. Washington, B.C. League of Women Voters of the United States 1200 17th Street, N.W. Washington, B.C. 20036 National Association of Broadcasters 1771 N Street, N.W. Washington, B.C. 20036 Public Relations Society of America, Inc. 845 Third Avenue New York, New York 10022 films (numbers in parentheses are order numbers) The following films are available from the National Audiovisual Center (Annex), Station K, Atlanta, Georgia, 30324, unless followed by another address: The 3rd Pollution (AM-1404); A Day at the Dump (M-1600-X); The Stuff We Throw Away (M-2048-X); Sanitary Landfill: One Part Earth to Four Parts Refuse (M-1740-X); Waste Away (M-2047-X); Collector's Item, International Harvester Company, 401 North Michigan Avenue, Chicago, Illinois 60611; A Decent Burial, Advertising Di- vision, Caterpillar Tractor Company, Peoria, Illinois 61602. 19 ------- invir.n.rjntal Protection Agency L.ioc-ary, Region V 1 liorth Wacker Drive Chicago, Illinois 60606 selected bibliography Anderson, Desmond L. (ed.), Meaningful Public Relations, International City Managers' Association, 1140 Connec- ticut Avenue, N.W., Washington, B.C., 1966. Price: $9.50. Getting Something Done: Political Effec- tiveness and Conference Techniques, League of Women Voters of the United States, 1200 17th Street, N.W., Wash- ington, D.C., 1968. Price $.30. Meaningful Meetings: The Role of the Resource Committee, Publication Num- ber 319, League of Women Voters of the United States, 1200 17th Street, N.W., Washington, B.C., 1966 Price: $.40. Scandlyn, Sammie Lynn (ed.J, 101 Win- ning Ways to Better Municipal Public Relations, National League of Cities, 1612 K Street, N.W., Washington, B.C., 1967. Price: $1.25. Tips on Reaching the Public, Publication Number 277, League of Women Voters of the United States, 1200 17th Street, N.W., Washington, B.C., 1967. Price: $1.25. 20 interest spots, news reports, or documentaries. Officials should talk with the program director about the interesting aspects and importance of solid wastes management which could be incor- porated into one of these programs. Most television programs are pre-recorded. Government of- ficials or a citizens committee may know of a good film on solid wastes management, which a local station will agree to broadcast. The citizens committee can publicize the program and encourage group discussion. It may be also possible to follow the film with a discussion on TV. Some appropriate films are The Third Pollution, A Day at the Dump, A Decent Burial, Collector's Item, and Wealth of the Wasteland. [See the appendix for addresses.) The Third Pollution is a documentary of the status of meth- ods of solid wastes disposal today. International Harvester Com- pany sponsored a film called Collector's Item which discusses the Los Angeles County collection system. It is slightly dated, but the message still holds. Caterpillar Tractor Company offers a 12a/2- minute color film called A Decent Burial on the proper operation of a sanitary landfill. The problems of waste and pollution in an affluent society are the subject of Wealth of the Wasteland, a 26J/2-minute color film which is available free on short-term loan. The Institute of Scrap Iron and Steel has two films, The Eternal Harvest and The Endless Search, about the iron and steel indus- try's work in recycling solid wastes materials. Solid wastes management is so important and citizen under- standing so inadequate, that public officials should consider ob- taining professional public relations assistance to help improve community identity and especially to help on campaigns for site approval, bond issue approval, and other controversial questions. The local government public information officer can provide con- tinuing citizen and media information, but he will sometimes need outside specialized public relations assistance. summary A sound public information program is an essential aspect of solid wastes management. Public support is especially necessary to implement a new solid wastes management system or to modify substantially an existing system. The strategy of a citizen support campaign should be formulated early in the planning stages. Local government should establish a record of accomplish- ment in solid wastes management. In the time it takes to complete a detailed comprehensive solid wastes management plan, local government can involve organizations and private industry in solid wastes management through community improvements such as illicit dump cleanup, litter control, improved solid wastes storage, and abandoned automobile removal. Local government and the citizens committee should use as many public information tools as possible to inform citizens. Among them are meetings at which slides and films are shown; creation of events such as "go-see" trips; personal contact by telephone and door-to-door canvass, speakers bureau, brochures, and flyers; radio, television, newspaper, and newsletter coverage and announcements; and communications media endorsement. Local government should make full use of a public informa- tion officer, if it has one; volunteers with experience in public relations; and possibly professional public relations services. ------- ------- ------- |