SEXTANT

Sensitive planning application for a coastal water authority

A 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.

Tackling obesity

Health and nutrition, and more specifically obesity, is at the top of the political agenda at the moment and this global FMCG company used Sextant to help define its communication programme.

The analysis allowed the company to look at the topic in a different way and since it identified opportunities as well as threats, it meant the company knew the areas where it could actively communicate.

The analysis formed the basis of a stakeholder communication programme and helped balance the sensational negative media coverage that the topic had been receiving.