Prioritiser

Global FMCG company - Prioritising the obesity debate

The current public health debate has seen this global FMCG company,

and the snack industry in general, subject to public criticism and the threat of legislation as governments look to address increasing levels of obesity. This high profile debate was dominating the company’s communication programme but using Prioritiser, it was able to prioritise rationally ALL the areas that affected its business.

Along with areas such as marketing to children and the use of trans fats, that it was pretty clear would be high priority, the analysis also identified less obvious high priority areas opportunities for the company. Prioritiser also allowed the company to identify opportunities to communicate positive stories.

The analysis gave the company the confidence to broaden its communication strategy and prevented it focusing on one high profile threat to the detriment of other areas of its business.

UK coastal water authority had been trying for many years to gain planning permission for a sewage treatment works. It eventually succeeded after using Sextant to tailor its communication programme.

The situation was quite straight forward: everyone agreed a sewage treatment works was needed, but nobody wanted the works near them.

The water authority had identified the most appropriate site through independent evaluations and the challenge it faced was communicating this message to the community where the site was proposed without creating a local storm.

The water authority used Sextant to formalise the communication strategy and identify the most persuasive messages for the relevant stakeholders. The process gave the senior managers the confidence to take a firm but fair line with all opposition and communicate the unpopular message that the chosen site was the most appropriate in terms of location and cost and would be beneficial to the community as a whole. Importantly, it was also made clear that any appeals about the siting of the works would be vigorously challenged.

Formalising the communication process meant senior managers were all able to repeat a consistent message with local groups.

Planning approval was granted and the sewage treatment works project was completed without public enquiries well in advance of the estimated time scales and with considerable consequent cost savings.