Common ground when it comes to communication issues

The recent CIWM Annual Conference was an inspiring and informative experience for all delegates and exhibitors. The waste and resource management sectors have many parallels with cleaning and FM, and these industries are moving closer together as chances to collaborate and share best practice through partnership working increase.

The conference programme offered much to encourage debate and improve knowledge. Respected industry figures spoke on subjects including the circular economy, challenges around food waste, future policy and delivery issues, and waste as an energy opportunity. However, it’s perhaps no surprise, considering my professional interest, that the most stimulating session from my point of view tackled the thorny issue of public perceptions around waste.

Local authorities and service providers are facing a wide range of communication challenges. There is the constant battle to win hearts and minds around recycling, and to encourage members of the public to do more. As budgets are placed under more pressure, and councils start to share services in order to save money, how do they convince local people that their communities will continue to receive a high level of service?

A whole host of issues arise as planning applications for new waste facilities are submitted, with the inevitable, and understandable, worries of members of the public living close to the intended site. To top it all, crisis communications need to be considered – a fact underlined by some negative publicity that hit the news for one local authority just before the conference. An operative was spotted mixing recycled items up in one bin, despite the fact that homeowners had been asked to separate it before collection.

These issues might be specific to waste management, but the wider communication implications still apply to other sectors. The debate concluded that communications should be consistent, clear and constant, and they need to embrace all print, online and broadcast media to be totally inclusive. Good advice for any business – whatever sector you work in.

Soapbox – Published in Tomorrow’s Cleaning – July 2013