my point of view…

Building Better Ties With Your Local Community

In the “good old days” many aggregate producers tried to fly under the radar of the communities in which they operated. Rather than actively participating in the community, they simply tried to go about their business as quietly as possible and not attract unwanted attention.

In the past, the low-profile approach often worked. Aggregate operations were located on the outskirts of communities. The public didn’t give a lot of thought to what was going on behind the fence. The term environmental activist had not yet been spawned.

But what worked a decade or two ago no longer works. Communities have grown up and around aggregate operations. The public wants to know exactly what is being mined, how it is being processed, and what impact it has on them. Environmental activists have an abundance of tools at their disposal and don’t hesitate to use them.

While it is tempting to go about business as usual, flying under the radar is simply no longer an option. Slowly but surely, we are learning that it is better to be proactive rather than reactive when dealing with the public. As we develop strategies for dealing with the public, we need to address three main groups: neighbors, schools, and the community as a whole. The relationships we build with each are unique, but all impact the public’s perception of our business.

Your first and most important task is to build ties with neighbors. The attitude of this group most directly affects your operation. If they are unhappy, they are the most likely to complain. Developing a neighborhood advisory council demonstrates your desire to be a good neighbor. By holding monthly meetings, you open the lines of communication. When they have a complaint about blasting or truck traffic, you will be the first to hear it. Of course, actions speak louder than words. If you develop such a group, be prepared to followup on their complaints. You may need to reroute traffic or to more closely monitor blast vibrations.

Schools offer multiple opportunities for aggregate producers. To a child, construction sites are the source of excitement and wonder. After a quarry tour or a visit from a local producer, they often carry that excitement home to their parents. High school students offer another relationship — one with potential employees.

Community involvement offers the highest-profile opportunity for enhancing your image. Make sure that your contribution is educational as well as financial. There are many ways to provide both. One option is to participate in a Habitat for Humanity project. On the site, be sure to have a sign that illustrates how aggregates are used in residential construction. Sponsor an Adopt-a-Highway program and tell how many tons of aggregate are used in a lane mile. Hold an open house and provide a tour of your operation.

At one point or another, your company is likely to spend some time in the community spotlight. When it happens, make sure that your reputation in the community shines.

November 2003 my point of view... Building Better Ties With Your Local Community				my point of view… Building Better Ties With Your Local Community In the “good old days” many aggregate producers tried to fly under the radar of the communities in which they operated. Rather than actively participating in the community, they simply tried to go about their business as quietly as possible and not attract unwanted attention. In the past, the low-profile approach often worked. Aggregate operations were located on the outskirts of communities. The public didn’t give a lot of thought to what was going on behind the fence. The term environmental activist had not yet been spawned. But what worked a decade or two ago no longer works. Communities have grown up and around aggregate operations. The public wants to know exactly what is being mined, how it is being processed, and what impact it has on them. Environmental activists have an abundance of tools at their disposal and don’t hesitate to use them. While it is tempting to go about business as usual, flying under the radar is simply no longer an option. Slowly but surely, we are learning that it is better to be proactive rather than reactive when dealing with the public. As we develop strategies for dealing with the public, we need to address three main groups: neighbors, schools, and the community as a whole. The relationships we build with each are unique, but all impact the public’s perception of our business. Your first and most important task is to build ties with neighbors. The attitude of this group most directly affects your operation. If they are unhappy, they are the most likely to complain. Developing a neighborhood advisory council demonstrates your desire to be a good neighbor. By holding monthly meetings, you open the lines of communication. When they have a complaint about blasting or truck traffic, you will be the first to hear it. Of course, actions speak louder than words. If you develop such a group, be prepared to followup on their complaints. You may need to reroute traffic or to more closely monitor blast vibrations. Schools offer multiple opportunities for aggregate producers. To a child, construction sites are the source of excitement and wonder. After a quarry tour or a visit from a local producer, they often carry that excitement home to their parents. High school students offer another relationship — one with potential employees. Community involvement offers the highest-profile opportunity for enhancing your image. Make sure that your contribution is educational as well as financial. There are many ways to provide both. One option is to participate in a Habitat for Humanity project. On the site, be sure to have a sign that illustrates how aggregates are used in residential construction. Sponsor an Adopt-a-Highway program and tell how many tons of aggregate are used in a lane mile. Hold an open house and provide a tour of your operation. At one point or another, your company is likely to spend some time in the community spotlight. When it happens, make sure that your reputation in the community shines. Therese Dunphy, editorial director therese@aggman.com