Communicating new recycling services
The survey used by the Waste and Resources Action Programme (WRAP) to measure public attitudes towards recycling in England shows the number of 'committed recyclers' at a record 61% (2007). Yet media coverage and the initial public reaction can often be negative when recycling and waste minimisation schemes are first introduced.
This sometimes leads to a siege mentality from embattled recycling officers who started their jobs full of good intentions but find themselves often on the back foot, responding to angry residents and a hostile media. So how can this be avoided?
Waste Watch has been helping councils introduce new recycling schemes for over 20 years, and in that time we've worked out a few key steps to success.
- Get the planning right
Good project management is central to delivering a good recycling service. It is important to consult with residents early on to see what concerns they may have or to run a pilot scheme so you know what works well and what doesn't. Choose a deadline for rollout and, once you've publicised it, stick to it and introduce your schemes in small, manageable stages. - Communicate, communicate, communicate!
Much local opposition to new schemes is down to misinformation and a fear of the new. Our mantra is communicate, communicate, communicate! You and your staff, especially your collection crews and call centre staff, should be well briefed and able to act as your best advocates.
Keep messages concise, jargon-free and easy to understand. Be open - let people know what you are going to do well before you do it and keep them informed.
Write to residents, run roadshows, provide on-the-ground support, engage with local journalists and get your message across in the press, on radio and online. There is no such thing as too much information as long as it is clear and to the point. - Keep your messages positive
Recycling is a good thing. Reducing waste is a good thing. It's that simple, and most people agree. Positive engagement, rather than the threat of penalties, has been repeatedly shown to be the best way to encourage behavioural change.
Be friendly and try to put yourself in a typical resident's shoes. By understanding their needs and reacting to their concerns, you will find residents are much more willing to help. And if things do go wrong, don't defend the indefensible - admit your mistakes, offer positive solutions and move on.
Over the last few years we have made remarkable leaps towards a more sustainable way of managing our waste. Schemes such as Alternate Weekly Collections, that would have once been considered politically unacceptable, are now commonplace. It can be done, just remember - keep on course, keep it clear, and most importantly, keep it positive!
To find out more download our information sheet How best to inform residents of changes to your recycling service? or contact Tim Burns on 020 7549 0302.
