Case Scenario
A major source of waste is that generated by the construction industry; in the European Union, this accounts for one third all waste generated. Re-using construction and related waste reduces the pressure on landfill as well as reducing the consumption of fresh materials.
In the spirit of the circular economy concept, moves are afoot to re-use demolition waste to manufacture recycled bricks. One of the pioneers in this field is ‘circular economy start-up’ StoneCycling, based in the Netherlands. StoneCycling only operates within 150 kilometres of its base in the south of the country. Even though the exact recipe for its WasteBasedBricks are ‘secret’, you can assume that StoneCycling will collaborate with any similar organisation (outside its operating radius) prepared to share ideas and experience.
You work for a similar start-up in a country or region of your choice. In common with StoneCycling, your organisation faces three particular corporate challenges that require your communications expertise.
Corporate challenges
These challenges are:
1. Convince the building trade to construct and demolish buildings in a manner that makes it easy to re-use materials
2. Convince architects to specify re-cycled bricks for new build projects
3. Convince a commercial sector – or sectors – of your choice to adopt environmental building practices (in the Netherlands it is fashion and coffee brands who want to use sustainable products in their buildings).
Your task is to prepare a public relations strategy around the launch of your start-up that addresses the three corporate challenges above. Any external PR activity is restricted to the country/region you operate in and you can assume that public affairs colleagues will handle any liaison with government or similar stakeholders.
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