University of Oregon

Industrial Products Inc. Public Relations Plan for the Contaminated Lagoon

Prepared by: Allison Keeney, Chris Pfanner and Bryan Saxton

Disclaimer: I created this writing sample for a class. The information is not meant to represent the organization described. It is for academic purposes only.

Problem

A potentially serious public relations issue has been discovered at Industrial Products, Inc. in Douglas, U.S.A. because a lagoon on company property contains polychlorinated biphernals that may be hazardous to the public. Fortunately, these chemicals are embedded in the sediment at the bottom of the lagoon, and the lagoon has restricted access.

Situation Analysis

In 1959, a local metal forming operation constructed a 37,000 square acre lagoon to cool molds used by metal forming operations. The lagoon was used for that purpose until 1981, when the metal forming operation was relocated. The lagoon water was also used as water for fire protection systems.

Polychlorinated biphenyls (PCBs) were introduced into the lagoon as part of the forming operation, which combined the water with a petroleum-based coolant in order to cool molds. The lagoon water was then recycled back into the lagoon. The PCBs in the water most likely settled into the bottom of the lagoon’s sediment. The lagoon historically has had limited access.

As Industrial Products, Inc. initiated plans to its power plant in Douglas, U.S.A., the company discovered the PCBs in the sediment of the lagoon. The grounds adjacent to the lagoon traditionally had been used as a lunch and picnic site for employees and their families. Because PCBs are heavier than water and have sunk, Industrial Products, Inc. is confidant that that employees or community members have not been contaminated.

Industrial Products, Inc. has hired BBEO Remediation and Reconstruction, a company with experience in hazardous waste removal, to treat the water and remove the sediment. On May 15, BBEO Remediation and Reconstruction will remove and treat the water. They will also remove the sediment by train to a hazardous waste disposal site. The lagoon site will be used as a storm water retention area.

Industrial products, Inc. needs a public relations plan to provide accurate information to employees, community members and local government in order to assure them that they are safe from contaminants, and to help build a working relationship with the local government.

Target Publics

1. Employees

Employees are important targets because morale and loyalty is essential to the company. Because they are closest in proximity to the worksite, employees expect that Industrial Products, Inc is concerned about their health. In addition, some employees have used the picnic area adjacent to the lagoon with their families. They may be concerned that their families have been exposed to PCBs. Failure to communicate the situation to them in a timely manner may result in a loss of morale and loyalty. Employees are currently unaware of the situation with the lagoon.

2. Community Members

The work site is along a highway that leads into town. Workers will be dressed in white cleaning suits that have been said to look like “moon suits.” In addition, the community may become alarmed at the “Hazardous Cleanup” signs that will be posted nearby. Community members may become concerned that they have been potentially exposed to hazardous materials.

3. Local Government

The company currently has a limited working relationship with local government officials. This is an opportunity to show government officials that they’re willing to be transparent with the issue and, take care of the hazardous chemicals in the lagoon. Local government is currently unaware of the situation with the lagoon.

4. Media

The local media is an important target audience because they can influence readers and viewers in the community. As of now, the media is unaware of the situation with the lagoon.

Communications goal:

Industrial Products, Inc., wants to assure employees, Douglas community members and government officials that the company will mitigate the contaminated lagoon in the most appropriate, effective and ethical manner. The company is dedicated to the health and safety of employees and community members, and will strive to meet public concerns.

Key messages:

1. Industrial Products, Inc. will take action to remove the hazardous chemicals found in the lagoon, because the health and safety of our employees and community members has always been a top priority at Industrial Products, Inc.

2. Industrial Products, Inc. is a leader in the industry, and the company greatly cares about the perceptions of employees and community members. The company is dedicated to restoring its reputation as innovative business leaders.

3. Industrial Products, Inc. truly values its employees and community members. That is why we are working alongside experts and professionals to resolve this situation in the most effective manner possible.

Objective #1: To provide complete disclosure to our employees about how the company will address this situation to assure them that their health and safety is a top priority.

Strategy

We recommend that employees be informed about the situation first. Full and immediate disclosure will demonstrate a caring attitude and a sense of compassion, confirming that Industrial Products, Inc. values employee welfare above all else. We will begin informing employees starting Thursday, May 6.

We must stress in all of our materials that the risk of contamination is very unlikely. Because the health and safety of our personnel is vital, we will focus on how we are handling the situation in the safest and most responsible way possible. We recommend implementing this strategy according to the following:

1. We must brief supervisors about the situation prior to their starting shift. This will mean calling supervisors in early to get them prepared. Background materials and Q & A sheets will be distributed to each supervisor, and a small panel of executive managers will be on hand to answer any immediate questions. As employees begin their shifts, immediate supervisors will inform them of the situation during their standard safety meetings. Supervisors will be used because they are familiar to employees. Experienced personal will be available to assist supervisors in fielding difficult questions.

2. Free medical testing will be offered at the Douglas County Medical Center for employees who have health concerns. Possible Quote: “We are confident that no one at this facility has been contaminated. However, we will offer free medical testing for employees who may be concerned about possible exposure to PCBs.”

PROGRESS TRACKING REPORT FOR OBJECTIVE #1 – TARGET AUDIENCE: EMPLOYEES

Activity (x3)	On schedule On target On budget	Behind schedule Off target or Over Budget	Completed
Backgrounder
Q & A
Supervisor briefing
Safety meeting
Questions/Concerns
Feedback survey

Objective #2: To provide complete disclosure to Douglas community members on how we’re dealing with the situation in order to assure the community that all safety risks have been taken into account and are being dealt with appropriately.

Strategy

We will demonstrate our honesty and integrity to the community by telling the truth. Our company will set a precedent by being the first to speak on the issue. We will reach community members by utilizing local media. In addition, we will also provide the community with several forums for debate, including a news conference and a community hearing. We recommend implementing this strategy according to the following:

1. After all the employees have been briefed, we will send out a press release at 7 a.m. on Friday, May 7. This release will be sent to the local papers, television networks, and radio stations. The press release will consist of five parts: a description of the situation, a description of our cleanup plan, information concerning the news conference and the community hearing, additional contact information, and an offer for free and immediate medical testing.

2. A news conference will be held at our company lounge at 2 p.m. We will rent a small stage, a public address system and minimal catering. The windows feature a view of a beautiful forested area behind our complex. We will use this as the backdrop for our conference. Sam Seaberg, an esteemed and tenured employee, will be our spokesperson during this conference. The timing of this conference will allow reporters to meet their deadlines.

3. A community forum be held at 7 p.m. on Tuesday, May 11. We will rent out the Douglas Recreational Center for this community forum. The meeting will be open to the public and will allow community members to learn about the contamination and mitigation process and express their concerns. Sam Seaberg will represent the company at this meeting. In addition, a medical advisor, a member of BBEO Remediation and Construction Company, a public relations official, and a safety officer will remain on hand. Minimal food and beverage will be provided.

PROGRESS TRACKING REPORT FOR OBJECTIVE #2 – TARGET AUDIENCE: COMMUNITY MEMBERS

Activity	On schedule On target On budget	Behind schedule Off target or Over Budget	Completed
Press release formed
Stage rental
PA rental
Catering hired
Lounge prepared
Press release issued
Sam Seaberg briefed
Press conference
REC center rented
Catering hired
Panel briefed
Community hearing
Phone survey

Objective #3: To improve relations with local government offices and reinforce a commitment of full compliance with all legal regulations.

Strategy

We will invite all relevant government agencies to attend our news conference. We will also communicate that we have met the standards of the Environmental Protection Agency. Our plan is to improve relations with local governments by remaining open throughout this entire process. We will invite government officials to inspect the site, review BBEO’s action plan, and monitor the cleanup process. Our safety officers will make personal connections with government officials, maintaining an attitude of openness and compliance with all the necessary rules and regulations. We recommend implementing this strategy according to the following:

1. After the news release has been sent on May 7, a tailored message will be sent to all the relevant government agencies at 9 a.m. This message will be written by Terry Troubaugh, the chief safety manager, and Jordan Slagel, the environmental engineer. They will demonstrate how our practices are meeting the expectations of the law. Furthermore, the letter will personally invite government officials to review the site.

2. A BBEO official will provide an action plan, detailing the contamination site cleanup and cleanup procedures, to government offices. This information will be sent at 9 a.m. on Friday, May 7, to coincide with the press release and the letter of compliance.

3. Follow up phone calls will be made before 1 p.m. on May 7 by Terry Troubaugh and Jordan Sagel. This will foster a personal relationship between our “safety experts” and the local government officials. During these phone calls, we will extend an invitation for site inspection. We will stress that our doors are open.

4. Terry Troubaugh, Jordan Sagel, and a member of BBEO staff will make time for government inspection the week of May 10. The BBEO staff member will monitor the safety of the government official(s) during inspection(s).

PROGRESS TRACKING REPORT FOR OBJECTIVE #3 – TARGET AUDIENCE: GOVERNMENT OFFICIALS

Activity	On schedule On target On budget	Behind schedule Off target or Over Budget	Completed
Government message formed
Government message reviewed
Government message issued
BBEO letter drafted
BBEO letter sent
Government officials invited to review the site
Tour perpetrations
Government inspection(s)

Evaluation

Evaluation of this plan is provided for in two ways: (1) short-term progress tracking, a weekly report included with every objective that shows how progress toward achievement of each objective is monitored; and (2) a long-term assessment of outcomes that explains how the desired outcome for each objective is to be assessed or measured.

Progress tracking is shown in the plan under each objective. Assessment or measurement of outcomes is described in this section following the restatement of each objective.

Objective #1: To provide complete disclosure to our employees about how the company is dealing with this situation to assure them that their health and safety is our top priority.

Assessment: Success will be based on an employee survey to be administered two weeks after the initial staff briefing.

Objective #2: To provide complete disclosure to Douglas community members on the contaminated lagoon in order to assure the community that all safety risks have been taken into account and are being addressed appropriately.

Assessment: Success in achieving this objective will be based on a random community phone survey administered approximately two weeks after site cleanup.

Objective #3: To improve relations with local government offices and reinforce an attitude of full compliance with all legal regulations.

Assessment: Success in achieving this objective will be determined by a lack of government impedance in plant expansion. We can view a lack of government intervention and fines as an achievement in foregone incidental costs.

Executive timeline

May 6 (Thurs.) 7 a.m. - Brief morning shift about situation during daily safety meeting.

3 p.m. - Brief afternoon shift about situation during daily safety meeting.

11 p.m. - Brief night shift about situation during daily safety meeting

May 7 (Fri.) 7 a.m. - Release news release to all media outlets

9 a.m. – Send tailored message to government officials

12 p.m. - Invite government officials to inspect the work site

2 p.m. – Hold the news conference

3 p.m. - Release employee memo, Q&A for management personal, and statement to news media

May 10 (Mon.) Have staff managers on site to answer questions, have medical staff on call

May 11 (Tue.) 7 p.m. - Hold community hearing at the Douglas County Recreation Center

May 15 Begin mobilization and site preparation - BBEO brings and sets up equipment

May 20 Administer employee survey

May 24 Finish BBEO mobilization and site preparation

May 25 Begin site remediation activities – Start lagoon dewatering

June 1 Begin sediment removal

June 16 Finish lagoon dewatering

Aug. 8 Start belt press dewatering

Aug. 9 Finish sediment removal

Aug 23 Finish belt press dewatering

Aug. 24 Start post-removal sampling

Aug. 30 Finish post-removal sampling

Aug. 31 Start preparation for structural backfill

Sept. 4 Finish preparation for structural backfill

Sept. 5 Begin demobilization and closeout activities – Begin removal of temporary facilities and controls

Sept. 11 Finish removal of temporary facilities and controls

Sept. 12 Start demobilization

Sept. 13 Finish demobilization

Sept. 20 Begin closeout meeting

Sept. 27 Administer community phone survey

Budget

Staff	Hours	Rate/cost
Kelly	40	$75.00
Subtotal		$3,000
Out-of-pocket Expenses
Press material P.A. Rental Food and beverage (x2) Projector Stage rental Rental of rec. center Written Survey Phone Survey Subtotal Total	2	$25 $150 $100 $150 $100 $400 $50 $100 $1175 $4175

MEMO

Date: May 7, 2008

To: All Employees

From: Casey Dilena

Manager of Human Resources

Casey@industrualproductsinc.com

(555) 555-5555

Subject: Employee heath and safety concerns of contaminated lagoon

Greetings fellow Industrial Products, Inc., employees.

We would like to bring to your attention a situation that we have encountered in our power plant expansion operations. While preparing to remove the fenced off lagoon, we discovered that Polychlorinated biphenyls (PCBs) were present in the lagoon’s sediment.

We would like to inform all of you that although we are dealing with hazardous waste on our plant, this situation poses no danger to employees, residents, or the surrounding environment. We know this because the chemicals are settled in the sediment, not in the lagoon water. There’s no possibility of contamination to any plant employees or visitors because PCBs are not airborne.

The pollution of the lagoon is not a result of any of our current operations. However, we intend to take full responsibility for cleaning it up. We have hired BBEO Remediation and Construction Company who has experience in cleaning hazardous waste, including PCBs. The water in the lagoon will be pumped, treated, tested and then released. The polluted sediment will then be excavated, stored in leak-proof containers and removed by rail for disposal. The state Department of Environmental Resources (DER) is overseeing the cleanup.

Our primary concern is to have this project done in the safest manner possible. When the cleanup is successfully completed by the regulations of the DER, we will resume our plans to expand the power plant. If for any reason you feel that your health may be at risk, we will have medical staff available to you for testing.

If you have any further questions or concerns please contact me.

Casey Dilena

What are PCBs?

PCBs are polychlorinated biphenyls, which have been banned by the Environmental Protection Agency since 1979. Although PCBs are toxic, they cannot be transmitted through the air.

Where are these PCBs?

In an effort of plant expansion, PCBs were found in the sediment of the lagoon located behind the finishing and forming operations center. These PCBs were used in an old and outdated forming process, in which water from the lagoon was used as coolant. This water, containing traces of PCBs, was then recycled back into the lagoon. The PCBs then settled in the sediment at the bottom of the lagoon. The PCBs are not a result of any current operations, and we are taking full responsibility for their proper cleaning and disposal.

Are we at any immediate health risk?

PCBs are only harmful through direct human contact. The PCBs are in the sediment, not in the lagoon water. Our employees are not at any immediate health risk. Contamination would require direct human contact with the mud located at the bottom of the lagoon. Staff members have assured us that there is no possibility of contamination to any of the staff employees or visitors.

Did our company intentionally dump chemicals into the lagoon?

The lagoon has historically been used for water-management and we have never used it to dispose of any chemicals or wastes. The lagoon was built in 1959 as a coolant water basin for part of our old forming operations. It is believed that the sediment became contaminated when water for the old forming process was recycled back into the lagoon. The old forming facility has been closed for 14 years, so there is no chance of further contamination. However, we are going to take care of this in the safest way possible.

How are we going to clean up the lagoon?

We have hired BBEO Remediation and Construction Company to control the clean up. They have past experience in dealing with PCBs and the Department of Environmental Resources will oversee their work. The lagoon water will be pumped, treated, tested, and then discharged. The contaminated sediment will be removed from the area, sealed in specialty containers, and transported to a hazardous materials site for proper disposal. No company equipment will be used.

What will become of the lagoon?

Once proper cleanup is complete, the lagoon will be lined and used as a storm-water retention basin.

How will this cleanup hinder plant expansion?

We are determined to handle this situation with safety as our number one priority. Cleanup work will begin on May 15 and it will take approximately six to eight weeks. Once we are assured that there is no possible contamination risk, we will move forward with the plant expansion.

Are we at risk during the cleanup process?

Only specialized BBEO and company personal will have access to the lagoon. Security will be tight. No company equipment will be used. All the equipment used for the cleanup project will be treated or disposed of after use.

Who knows about this?

We value our employees first and foremost and we have been informing each shift as they arrive. We have informed the State Department of Environmental Resources, but we have yet to inform the city or county government. After everyone in the company has been informed, we will notify the press and various government officials.

Is this going to create a panic?

It is important to stress that no one is at an immediate health risk. PCBs are not airborne and the lagoon is fenced off. The PCBs are not in the water, only in the sediment. The lagoon has never been used for recreational swimming or boating and there is no water foul at risk.

What if we are still concerned about our health?

Free testing will be available at the local hospital for anyone concerned about their health or their family’s health. This testing will be sponsored by the company to express our devotion to the overall health of our staff and the surrounding community.

FOR IMMEDIATE RELEASE Friday, May 7, 2008

For more information, contact Kelly O’Connel PR Assistant (555) 555-5555 koconnel@industrialproductsinc.com

Contaminants found in company lagoon

Industrial Products, Inc. workers discovered hazardous chemicals in the sediment of a nearby lagoon owned by the company, but the materials were not found to be present in the water.

Polychlorinated biphenyls (PCBs) were discovered in the lagoon while company employees were making plans to expand their operations in the area. Because PCBs are heavier than water, they settled to the bottom of the lagoon and mixed with the sediment.

Managers of Industrial Products, Inc. met with employees yesterday during their regularly scheduled safety meeting to brief them of the situation and ensure them of their safety.

“We are confident that no one at the facility has been contaminated,” said Sam Seaburg, the operations manager for Industrial Products, Inc.

In order to ensure employees and the community of their safety, Industrial Products, Inc. has offered to provide free medical testing at the Douglas County Medical Center for anyone concerned about his or her health.

Industrial Products, Inc. has hired BBEO Remediation and Reconstruction to clean up the hazardous materials. BBEO has extensive experience in cleaning up hazardous material.

On May 15, BBEO will remove water and sediment from the lagoon and will treat it. The treated and cured water will be deposited into a nearby spring while the sediment will be sealed in leak-proof bags and shipped by train to a waste disposal site.

The work will take six to eight weeks to complete.

Industrial Products, Inc. plans to use the lagoon site as a storm-water retention area.

A community hearing will be held at the Douglas County Recreational Center on Tuesday, May 11, at 7 p.m. This meeting will be open to the public.