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
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>• ••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
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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
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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
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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
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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
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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
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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
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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.
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