Avoiding adverse publicity

Biffa Waste Services

Brief:

In the waste management industry, a positive reputation is vital. Adverse publicity in local, regional and national media can easily – and quickly – lead to hostile relations with residential and business communities. Kestrel ensured that Biffa's day-to-day operations were unaffected by potentially adverse media comment.

Activity:

Kestrel's campaign was two-fold; driving positive coverage of Biffa's environmentally-led strategy in various media categories and responding to media enquiries. Proactive action to avert potentially negative news stories included liasing with journalists, residential and environmental pressure groups and other interested parties.

Result:

Every week Kestrel helped avert potentially damaging situations. As well as reducing adverse comment, Kestrel successfully drove positive coverage in key trade and consumer media. This included bylined articles, radio and television appearances and local tours of Biffa sites.