Consensus Oriented Public Relations as a Solution To the Landfill Conflict

Abstract

The siting of landfills usually meets with the disapproval of residents living in the immediate proximity of potential landfill sites and frequently arouses public protest. Also in Austria, the public's readiness to safeguard their interests has been increasing, thus such conflicts can no longer be avoided. This fact raises the question among future landfill operators, as to how to react in such cases, and how a thus sensitized public can be dealt with. Seen from the viewpoint of communication, landfill operators must direct more attention to public relations. Within a research project at the University of Vienna, we have developed a public relations model which is intended to support a consensus between the landfill operators and the residents immediately affected by the operators' activities. The results prove that the so called "consensus-oriented public relations" approach is principally right. That is, those people who, due to our survey in the communities, could envisage a landfill site being installed, broadly agreed with the landfill operator on the levels of understanding provided by the model.