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Public Relations case study
Paper Mill & Society Trust
Situation:
Weyerhaeuser has decided to consolidate several of its pulp and paper mills. A new mill will be built in Cedarhurst, Washington. The Company plans to invest $ 136 million to build the mill and targeting paper exports to Japan and other overseas markets.
Reaction to the development is mixed. A news story in the Cedarhurst News reports that a similar mill operated by the company in Montana experienced a System failure that caused the release of a chlorine gas cloud. It could have been lethal had there not been high winds. The development will bring much- needed tax revenues but offer only a moderate number of jobs due to the high – tech nature of the mill. This is a familiar theme for timber families in the area that have watched forestry jobs dwindle every year due to automation improvements.
Zoning changes are needed before the mill can be built. The city council has created a referendum to the public for a vote on whether or not to implement the required zoning changes.
The Mayor is supportive of the project because of the tax benefits it will bring to local schools and parks. The Chamber of Commerce and individual business leaders are also supportive. Society Trust – an influential community group focused on the arts and historic preservation – has vowed to oppose the project.
More About Cedarhurst:
The town has a diverse population of 122,000. One is five families have been involved with the wood products industry, though most of the forestry jobs have moved away or been eliminated. The town’s scenic beauty has attracted affluent residents and artists inspired by the environmental serenity.
Cedarhurst was once a gateway to Alaska for gold – seekers in the late 1800s and now enjoys a steady stream of tourists interested in the gold rush. Others come to view and purchase artwork from a burgeoning community of local artists.
The primary news media are the Cedarhurst News, WPLJ radio KPXU, an ABC television affiliate.
■ 목표
■ 실행
Paid advertisement
Public event
Press release
Your team - representing Society Trust or Weyerhauser - must step forward in a prepared sequence to persuade the public and win approval or depeat of the project.
■ 평가
Weyerhaeuser has decided to consolidate several of its pulp and paper mills. A new mill will be built in Cedarhurst, Washington. The Company plans to invest $ 136 million to build the mill and targeting paper exports to Japan and other overseas markets.
Reaction to the development is mixed. A news story in the Cedarhurst News reports that a similar mill operated by the company in Montana experienced a System failure that caused the release of a chlorine gas cloud. It could have been lethal had there not been high winds. The development will bring much- needed tax revenues but offer only a moderate number of jobs due to the high – tech nature of the mill. This is a familiar theme for timber families in the area that have watched forestry jobs dwindle every year due to automation improvements.
Zoning changes are needed before the mill can be built. The city council has created a referendum to the public for a vote on whether or not to implement the required zoning changes.
The Mayor is supportive of the project because of the tax benefits it will bring to local schools and parks. The Chamber of Commerce and individual business leaders are also supportive. Society Trust – an influential community group focused on the arts and historic preservation – has vowed to oppose the project.
More About Cedarhurst:
The town has a diverse population of 122,000. One is five families have been involved with the wood products industry, though most of the forestry jobs have moved away or been eliminated. The town’s scenic beauty has attracted affluent residents and artists inspired by the environmental serenity.
Cedarhurst was once a gateway to Alaska for gold – seekers in the late 1800s and now enjoys a steady stream of tourists interested in the gold rush. Others come to view and purchase artwork from a burgeoning community of local artists.
The primary news media are the Cedarhurst News, WPLJ radio KPXU, an ABC television affiliate.
■ 목표
■ 실행
Paid advertisement
Public event
Press release
Your team - representing Society Trust or Weyerhauser - must step forward in a prepared sequence to persuade the public and win approval or depeat of the project.
■ 평가
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