Why communications count, even in a downturn
Over the next few years, regardless of who wins the next election, there are bound to be cuts in public spending. The Institute for Fiscal Studies estimates that, outside a few ringfenced areas such as education and health, these could add up to more than 16%.
The waste and recycling sector will be lucky to escape its share of spending cuts. And judging from the past , it is communications - often seen as the 'icing on the cake' - that is one of the first things to go. Waste Watch believes, however, that communicating with the public is as critical a part of making recycling a success as giving people the right bins or boxes. Cutting communications budgets can cause huge damage and ultimately lead to problems and greater expense in the future.
If your communications budget is under threat, consider a few of our points below.
Recycling needs public support
Recycling schemes are not like old-fashioned bin collections. They require clear explanation for people to understand how to use the scheme properly and why it is important to recycle. As WRAP research points out the two major barriers to recycling are a lack of knowledge and negative attitudes and perceptions of recycling.
These can only be addressed by clear messages and strategic, ongoing, engagement with the public.
Small cost, big benefit
Billions of pounds are being spent on new waste treatment facilities over the coming years. Communicating new schemes well and embedding them locally is critical to their success and unless this huge investment is supported by appropriate communications, much of it will be wasted. We have found that spending just one pound per household can be enough to ensure this doesn't happen. We take the view that getting residents on board, keeping in touch with them and using the contact opportunity to get feedback are vital to ensuring that costly infrastructure is used efficiently.
Consider the private sector
Private companies realise that, even during downturns, they still have to maintain a dialogue with their customers. The methods may change, for example substituting high cost approaches (TV advertising, celebrity endorsement) for cheaper alternatives (PR, email), but they still continue. As Paul McKinlay, Managing Director of leading brand consultancy Triffid, underlines:
"Though reassessing spend is a prudent measure, business leaders need to recognise the importance of consistent and engaging communications... Communication doesn't stop in a recession; it works harder and smarter... It isn't about sending lots of messages down lots of channels, but more about hitting the target first time."
We urge recycling and waste managers to do the same - think about the best methods to develop a relationship with the public and how, even in these straitened times, this can continue.
Maximising value for money
If money is tight, there are still plenty of low or no cost ways you can talk to the public. You could realise economies of scale by partnering up with interested community organisations or local businesses that want to be associated with a green message. You can make sure your campaigns work harder for longer by keeping information on websites up to date, working with local media, investing in training crew and call centre staff, and working with other organisations and volunteers to spread your messages on the ground.
But don't just do something because it is cheap or free - everything has a cost, even if it is just your time. It is only worth doing things that have the right impact and achieve your communications objectives. Competing priorities for scarce resources mean that you need to be able to justify what you do. That means monitoring what you can and making sure you understand what communications channels and messages work for you (and just as importantly, what doesn't!).
The wider view
We hope that over the coming years, much of the excellent work that has been done around explaining the need to manage our waste more sustainably won't be undone by reckless cuts. Think about communications like engine oil - it doesn't cost much but makes things run much more smoothly, increases the efficiency of what you do and can stop the whole system from seizing up entirely!
