Case

Study Summary: The Regional Municipality of Halton needs to reduce waste being dumped into its landfill. They roll out a program to collect organic waste in addition to traditional recycling and refuse. Halton uses a media campaign, transparent communication and a broad audience approach to achieve its goals. Tasks to confront a challenge to the authenticity of an organizations responsibility action plan: 1. Implement a croudsourcing approach to determine where the challenge to authenticity is originating ask your audience why they think we are not being successful The Regional Municipality of Halton was not facing a challenge to its responsibility plan, but conceivably could have as it would ultimately cut garbage collection service back from weekly to biweekly. Open houses were implemented to explain the program and employees listened to concerns and suggestions. Meets checklist expectations 2. Evaluate organizational efforts at sustainability are we greenwashing or do we hold an honest commitment to providing a green service/product. If the companys core belief is not one that values responsibility to environment and society, step away from the action plan Halton needed to curb waste in order to extend the life of its landfill a business driven need but the municipality was full of environmentally inclined citizens. The efforts, backed by neighboring municipalities and academic articles fell squarely into the realm of a true, green initiative. In addition, all printed marketing materials were sourced on FSC certified paper and were produced by economically responsible printers. Meets checklist expectations 3. Identify the influencers in our arena who promote corporate responsibility are these media outlets? Viral observers (social media, etc.,) Internal stakeholders? Haltons residents were described as environmentally inclined, leading me to believe they are all their neighbors influencers. I would like to see more information about how Halton used community resources to spread the message of this program 4. Accurately report the responsibility efforts being taken. Show the good, the bad, and the ugly. Transparency is key let the stakeholders determine authenticity by proving all relevant information Halton faced challenges with collection delays and a larger-than-expected participation rate. Their communication was ongoing, accurate and transparent and, by working to understand the frustrations of their customers, the organization was able to maintain enthusiasm for their initiative. Though the communication focused on the positive effects of

the program, Halton asked for patience while they worked through obstacles to success. By identifying these issues early, and addressing them, they engaged their audience and maintained trust. Exceeds checklist expectations These are significant problems in the implementation of the plan which were handled well 5. Seek third party certification where appropriate (the printing industry uses FSC Certification, the construction industry uses LEED Certification, etc.) pick the one most appropriate to our efforts and make whatever steps are necessary to obtain their stamp of approval Halton produced marketing materials on FSC certified papers and sourced environmentally friendly printers for production. They chose a frog as their mascot (the animal first affected by environmental change) though this is not technically a third party certification by an organization, it is an implied certification from Mother Nature herself that the organization is working towards a responsible goal. Exceeds checklist expectations FSC certification is good, but sourcing economically responsible printers is not something that is easy to confirm, and indicates real commitment to environment 6. Launch the appropriate media campaign for the targeted audience. Social media is a good start, most likely paid-media or internal communication should be used as well Haltons media campaign was massive (as was their target audience.) They used door to door canvasses to literally get them where they live a phrase usually only used metaphorically to identify the correct vehicle for a message. They used social media to reach their audience, as well as print and Community Relations campaigns (childrens contests) presumably because they had a large number of families to address. They developed a timeline that staged their message across 9 months, so that it was always fresh in the minds of their audience. Exceeds checklist expectations this is a comprehensive media plan, incorporating well-thought out media for different audience groups 7. Evaluate ROI AFTER stakeholder concerns are addressed. To address these as part of the initial communication plan in response to a challenge takes on an air of greenwashing Because of the governmental nature of the initiative, and presumably the tax dollars funding it, calculating ROI is important. Halton was able to evaluate the vector between the amount of waste dumped before and after the program began (which cant be done until the program is in effect,) and launched a survey among their audience AFTER the launch to determine the rate of participation. This type of measurement cant be done before the program is in place. Individuals may intend to participate, but ultimately could not. Meets checklist expectations

 8. Commit to continuing information about expanding efforts and successes in this area. Tell the story (narratively, not spokesperon-y) to those that are targeted as audience and influencers The case indicates that Halton received many resident testimonials during and after the launch of the program, but does not elaborate on the ongoing information flow to maintain enthusiasm for the project. This information is not covered extensively in the case and is too limited to make a judgment on effectiveness Using a checklist in strategic communication I understand the merit of a checklist, but feel that they must be kept very broad in order to be effective. The prescriptive approach mandated by this type of list is useful in a handful of situations, but there are some that will require individual examination for effectiveness. The text book indicates that checklists are an effective way to target a communication vehicle to a particular audience, but does not address their limited usefulness in odd or rare situations. My overall impression is that a checklist provides a useful jumping off point, but each situation must be evaluated in depth individually to determine the appropriate course of action. Grading the case study If I had to apply a grade, it would be a qualified A-. It would be an outright A if the case presented information about ongoing communication used to encourage prolonged enthusiasm about the program.