How to Deal with "Environmental Activist Incidents"

Self-described as a "national trade association representing the leading manufacturers of vinyl," the Vinyl Institute is a client of the Jefferson Group, Inc. (www.jeffersongroup.com), a powerful DC-based PR and lobby firm whose many clients include Dow Chemical Company, W.R. Grace & Company, the public employees union AFSCME, and the Los Alamos National Laboratory.

The Vinyl Institute is a powerful propaganda machine in its own right. In its quest to "promote and protect the vinyl industry and its markets," it has sponsored scientific studies, produced numerous informational materials, and sparred with Greenpeace and other environmental group which have raised questions about environmental and health hazards related to vinyl.

The book that McGinn relied upon in writing The Source is titled "Guidelines, Message Points and Resource Materials, Communications and Community Mobilization Plan." Published by the Vinyl Institute, it includes basic message points, information about how to deal with the "outrageous claims" of environmental activists, and tips on how to proactively communicate with community members--all produced on "plain paper to enable you to reproduce and distribute them." This is exactly what McGinn did.

The "Guidelines" publication includes a lengthy section on how to manage "environmental activist incidents." First comes "preparation": making sure security is tight, a spokesperson is chosen, and community contacts are made.

A proactive approach, which builds the company up to be a valuable part of the community, is also emphasized: "If you haven't already done so, engage in dialogue and build relationships with key influentials in your community. . . . A community that relies significantly on local businesses for jobs, taxes and corporate contributions is more likely to give your plant the benefit of any doubt regarding health, safety, and environmental matters."

Other suggestions deal with the company's image: "For the purposes of projecting a positive image for television and print media cameras, be especially mindful of the appearance of your plant and of the plant grounds. . . . Park trailers and store drums or other containers out of sight, etc."

The Vinyl Institute also recommends that employee support be utilized in the event of an "incident": "Ask employees to serve as your eyes and ears in the community. . . . Be certain, too, to communicate first and foremost with employees during any such incident or crisis, encouraging them to communicate your plant's positions to family members, neighbors, and friends."

During the incident, the Institute advises plant managers to "keep their cool" and avoid confrontations. It recommends engaging in dialogue with the activists--unless they are people from outside of the community who can be painted as "paid, professional agitators." Outside activists, it says, "won't garner the same sympathy as residents if they need to be physically removed from your plant site."

The proactive approach touted in the "Activist Incidents" section is taken one step further with the Vinyl Institute's Grassroots Legislative Outreach program. This program encourages people associated with the vinyl industry to run for public office and secure a position in the government in order to protect the industry.

Baggett suggests that Vista PR person Nancy Tower, who ran for Senate, may be an example of someone taking advantage of this program.