Fletcher Insulation Manufacturing Plant

Strategic communications in regard to manufacturing fumes and odour drift.

During 2008, Fletcher Insulation engaged GRS to provide strategic communications advice and support in relation to complaints about fumes and odour drift from the Fletcher Insulation Dandenong plant.

At the time, the EPA Dandenong Office had received the complaints and the local media had been advised. Questions were raised as to cause of the odour and the health implications for those neighbouring the plant.

Additionally, six months earlier, the Victorian Minister for Sustainability and Environment had attended a formal launch to inspect and commission extensive environmental and manufacturing upgrades to the plant and the now Deputy Prime Minister had inspected the plant and received briefings prior to the 2007 election.

With the integrity and reputation of Fletcher Insulation at stake, GRS developed a crisis communication program involving:

  • senior counsel in regard to the EPA, internal and external stakeholder communications and issues management
  • strategic issues papers identifying critical communications and management issues and responses
  • a series of questions and answers articulating responses to the media and community questions, and
  • key stakeholder briefing papers and information
  • implementation schedule and follow-up.

Successfully implemented, the strategy ensured that the issues did not escalate into a major media crisis while maintaining the integrity of Fletcher Insulation, and positive perceptions and relationships with critical community, media and government stakeholders.