Allied Waste Industries [formerly Browning-Ferris Industries], a leading solid waste management company, submitted a plan to the commissioners of a county proposing to develop a privately owned and operated solid waste management facility. Allied Waste Industries retained Duffey Communications to develop and implement a program focused on generating favorable public reaction and beginning negotiations towards development of the facility.

Through extensive research of county residents, Duffey discovered that the cause of opposition in this issue was lack of awareness of Allied Waste Industries. Opinions reflected the action of the commissioners who had neither acknowledged receipt of the proposal nor made its elements public to the community.

Duffey sought to educate residents about Allied Waste Industries and its proposal through an information dissemination strategy. Duffey developed and coordinated a variety of activities including editorial summits with local media, Q & A slideshow presentations with key civic and community groups, meetings with landowners, and development of newspaper advertisements and radio spots.

As a result, county commissioners unanimously voted to acknowledge receipt of the proposal and began negotiations towards development of the facility. In addition, newspaper subscribers requested additional information and the radio advertising resulted in development of a one-hour call-in show to address community questions. Allied Waste Industries estimated to net more than 10 times its return on investment each year from the facility.