Community and Media Outreachas Tools in the Environmental

Cleanup Program Toolbox

Maude Bullock,ORC Macro InternationalCynthia Casey, Smallbear

Inc

Background

z DoD is working to complete all cleanup by2014

z This will take both innovative technical andsociological approaches

z Cleanup projects do not take place in avacuumy adjacent communities are affectedy economic stability may be an issuey health and safety issues may be factors

regardless of socio-economic status

“People Problems” Can CauseBig Problems

z People problems are often not addresseduntil they become obstaclesy Can slow projects to a virtual standstilly Tight schedules slipy Costs can be significanty Technical decision alone making cannot solve

these problems

What Must be Recognized

z Sound technical solutions must beproperly conveyed

z The Restoration Advisory Board may notbe adequately inclusive

z Perceptions drive realityz Managers must be champions of

community and media outreach programs

Sound technical solutionsmust be properly conveyed

z provide information at communityevents

z hosting information fairsz use plain English and provide

appropriate translation into otherlanguages

z appearing on local TV and radio

The Restoration Advisory Board(RAB)May not be Adequately Inclusive

z The RAB as the primary two way communicationvehicle assumesy community is non-adversarialy members will be primarily English speakingy members will reflect the community at largey members will be able to understand the information providedy the body will be functional

z When the assumptions are not truey expand beyond the RABy as applicable reach out to monolingual and mono-cultural

communitiesy reach out to community based organizations in and outside the

community, including “faith based” organizations

Community Based Organizations and TheirAssociated Populations (Hunters Point Naval

Shipyard Cleanup

Bayview/Hunters PointCommunity

African American

NAACP

AsianChinese

VietnameseFilipino

CSC

HispanicsMexican

Puerto RicoCentral and South

AmericaPacific Islanders

SamoansTongans

Caucasian

Outside Organizations

APACC

CAA

VariousBayviewCBO's

BlackLeadership

Forum

HCC

NCLR

SLUGAGIA

AAECAfrican American Ecumenical Council

AGIAAdvocate for Grassroots InitiativeAccess

APACCAsian Pacific American CommunityCenter

CAAChinese for Affirmative Action

CSCChinese Six Companies(Chinese Family BenevolentAssociations)

HCCHispanic Chamber of Commerce

NAACPNational Association for theAdvancement of Colored People

NCLRNational Council of Laraza

PINAPacific Island Nurses Association

SLUGSF League of Urban Gardens

PINA

AAEC

Greenpeaceof California

LatinoInformation

Forum

Perceptions Drive Reality

z Understand your target audiencez Multiple approaches may be necessaryz Enlisting help from media and community outreach consults and

community leaders when:y the cleanup project has controversial elementsy community activists are engaged and opposed to the Military’s

approachy the local media is engaged, particularly the advocacy press and

opposed to the Military’s approachy community leaders and/or vocal residents are opposed to the

Military’s approachz An effective media outreach plan should include:

y media action timeliney issuance of press releases, public service announcements, etc.y placement of articles in local newspapersy responding quickly to articles/editorialsy inviting the press to eventsy work to establish positive relationships

Perceptions (cont)

z A distrustful community tends to stay that wayz Some community leaders and/or vocal residents may be

advocating mistrustz Work to win over community leaders that will demonstrate a

willingness to listenz Some other things to consider:

y the use of community leaders as consultants (however noconflicts of interest)

y participate in meetings hosted by community leaders or co-host meetings

y provide facility toursy expeditiously respond to queriesy engage GateKeepers and Grass Roots leaders

GateKeepers vs. GrassRoots

GATE KEEPERSPolitical Leaders, major CBO

Directors, major Business Leaders,Clergy

GRASS ROOTSCommunity Activists, Tennant

Associations

Gate Keepersprovide visibility for the issues, productendorsement, and engage other Gate

Keepers

Credibility

ActionGrass Roots

work for community mobilization

Managers Must ChampionOutreach Programs

z Innovative outreach approaches oftenrepresent uncharted waters

z Community Relations may be adequate -works best when there is little controversyand the community is accepting of theinformation provided

z Community Outreach may be necessary -proactively engages the community in thecommunication process

Managers (cont)

z Why would management want tochampion outreach programsy community is adversarialy elected officials involvedy environmental activists are engaged and

opposingy media is engaged in biased reporting

Summary

z Community and Media Outreach Programs can beeffective tools; to maximize effectiveness thefollowing must occur:y programs must be proactivey acknowledge and value the human factory working with diverse communities requires cultural

competencey keep the lines of communication open between all staffy agree on the degree of independence of any consultantsy Community and media outreach plans must address diversity

issues