Community Workshops Cement Support for Titan America

Opponents to Titan America's plans for a new cement plant had dominated media coverage since the project was announced in April 2008. Talk changed the conversation through a series of three community workshops held in September and October of that year.

The opposition had a strong foothold in the community and in the media. A survey revealed that the opposition wasn't as significant as that portrayed by opponents and the media: 29% for, 45% undecided and 26% against. These figures formed the strategy: to consistently communicate positive messages to the 74% who were for or undecided and to not actively engage the opposition. A series of community information workshops were developed to: Educate residents about the benefits of Carolinas Cement Correct inaccurate information being disseminated by the opposition Generate widespread, positive publicity for the company The workshops were scheduled at three different locations over two months to offer convenient access for residents across New Hanover County. Print and radio ads ran prior to each workshop, and 500 posters were distributed throughout the community. Key messages and media training ensured Titan employees were well prepared to handle TV, radio and print interviews. The workshop format mitigated formal protests by opposition groups. Titan employees answered attendees' questions at seven information stations: environment, employment, economic impact, permitting process, manufacturing process, company history and community involvement. Fact sheets on cement manufacturing, construction timetables and FAQs were distributed at each table. Protest areas were identified in advance to mitigate impact. Attending media were identified with a nametag and were carefully managed. One-on-one conversations with more than 175 citizens helped dispel incorrect information, positioned Titan as a caring corporate citizen and generated positive media coverage. After the first workshop, the tone of media coverage improved and coverage was more balanced. The community workshops received wall-to-wall TV coverage on WWAY, WECT and News 14 Carolina. The Wilmington Star News, Greater Wilmington Business Journal and Lumina News ran prominent stories.