Getting Started with Community Relations - Phase 1 - The Community Relations Assessment, 1993 Environmental Conference Proceedings

Operating a paper mill today poses more than technical challenges. During operation, a company may need to earn consent, support, and cooperation from many “stakeholders.” Effective community relations requires two-way communication. Rather than waiting until a crisis occurs, proactive companies view community relations as an integral part of their overall environmental management plan.

The four phases of a community relations program are similar in many respects to phases of an environmental clean-up program. Information gathered during the community relations assessment (Phase 1) is critical to the success of a company’s community relations efforts. Each community is different and needs to be assessed to anticipate, analyze, and interpret public opinion and issues that might impact the operations and plans of the company. Both informal/qualitative research methods such as community interviews and focus group discussions, and formal/quantitative research methods such as telephone opinion polls and mail surveys provide information to lay the foundation for future community relations efforts.