One Step Ahead: A Proactive Approach to Community Relations, 2002 Environmental Conference Proceedings

A. Strang and E. Hofmann

In the past, the approach to community relations by most pulp and paper companies, including Howe Sound Pulp and Paper, was to maintain a low profile. It is best characterized by the philosophy - "Keep our heads down and we won’t get hit." The flaw with this approach is that while our heads were down, we kept getting hit.

Several years ago the management group at Howe Sound decided to revise their approach and become an active partner in fostering community spirit on the Sunshine Coast. A plan was developed to clearly position our company as a collaborator with, and a contributor to, our community. It was determined that the key messages extolling our attributes should retain a subtle quality and remain consistent in all communications vehicles. Although the general messages adapt to the audience or circumstances, they provide a common theme to our communications activities. It was also agreed that our focus will be on groups and individuals who can support the industry and less on staunch opponents and detractors. Also included in our target audience are all levels of government, schools, media, community groups, residents, and our employees - past and present.