Bad Press Is Driving Me Crazy
I’ve been at my current association for a few weeks now and mostly I’ve been learning new things: new procedures, new responsibilities, and a whole new (for me) industry. But now, as I start to get comfortable with the day-to-day, I am starting to feel the need to be a little more proactive when it comes to the media because the bad press is driving me crazy. The industry represented by our members is one of those where the media tends to see the boogiemen and not the good that the industry does (or how the industry is necessary in today’s modern world). This industry is single use foodservice packaging (AKA your to-go coffee cup, delivery pizza box, the salad container you fill at the grocery store, etc).
Most of the bad press centers around environmental issues. But many of these materials are recyclable, compostable and even biodegradable in some cases. They actually use little landfill space too (less that 1.2 percent) and have less of a carbon footprint than multi-use products like china plates or glass cups (you need energy to clean them… not to mentioned detergents and disinfectants that make it into the environment). If you look at it, reusable vs. single use is kind of a wash when it comes to environmental issues. Plus single use stuff is generally cleaner. A 2002 study in Las Vegas found 18 percent of reusable items tested had higher than acceptable bacterial counts—there is a reason hospitals use single-use products after all.
But despite all the good things, my members products still get bad press and people tend to think of them as environmentally unfriendly and an unnecessary luxury. Some cities are hoping to ban some of the materials. In a way, it bemuses me to see Toronto try to ban paper cups as “bad” in favor of styrene and California to ban styrene in favor of paper for the same reasons. These products all have their uses and are needed, none of them are “evil” they are just tools we use. And while the environmentally concerned might feel that it’s a good idea to ban single-use packaging, the truth is we really can’t do without it in today’s society (there is convenience, but also cleanliness to consider).
I should add that one material gets good press–the bioplastics (plant-based products that biodegrade). Everyone wants to write about it (well, everyone I have an editorial calendar for at least). So that’s encouraging.
Anyway, I feel a need to combat this negative press but I don’t even know where to start (with no budget of course). I am hoping the internet may provide a few answers. But it seems to me this industry could use a little facelift. But even as a communications manager I am not free to even respond to the bad press (I read an article last week that falsely said single-use foodservice packaging contained BPA. I wanted to jump on it but I am still waiting for approval. Sure I can still respond to the article, but it’s a little late now).
I just need to figure out what I can do and how. Or could it be that I am just getting ahead of myself?
Tags: Communications
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December 1, 2008 at 3:52 pm
It seems like you have a large awareness issue that needs to be solved. If this issue is a as large of a concern of your members as you say it is then I think it means you need to develop a resource where you can help share the facts. With little to no budget this immediately means creating a web initiative, due to the reduced long-term cots.
I would think that a website that serves as both a resource and maybe some sort of publishing system (such as a blog) to draw attention to inaccurate information in the press could be useful. With a limited budget, the added social benefit of a log system would help spread the word about the cause.
As a professional who sources out printing, I understand how hard it is to find accurate information about the environmental impact that packaging products produce. I think that your concerns are valid and I think you have found the opportunity too create a wonderful resource that offers true value to our members.
December 2, 2008 at 12:19 pm
Thanks for the ideas Anthony. The issue is a large concern for members. Despite that, the blog will be a hard sell to the association president, but I think you are right, it might be the best way to start.
December 2, 2008 at 2:08 pm
I think what you just did by writing this post is an excellent step. You just made a convert out of me–I’d never thought about this stuff but you make a very compelling argument for why single-use packaging isn’t harmful.
How about taking more of a personal approach and encouraging individual members to blog about it, comment on other people’s blog posts, and otherwise spread the word on an individual level? That way the response isn’t coming from the association, it’s coming from individual members who are free to express themselves and their own personal opinions. You could provide media and/or social media training and empower them to get their message out there.