The case study presents a social activism organization that triumphed against Kennett State government and corporate sugar company and building supplier giant CSR over their plan to install a waste management precinct in West Road, Werribee through public relations. This organization, Werribee Residents Against Toxic Dump (WRATD), demonstrated that sophisticated benchmarks in public relations associated with large organizations, corporations, and governments who have long- term objectives, huge financial budgets and complex organizational structures have evolved and grassroots activism can effectively utilize it as well. Initially, it had been thought that grassroots activism was confined to unsophisticated and crude public relations. According to Seitel (2007), public relations practice entails analyzing trends, predicting the consequences of the trends, and implementing the action- plans with the aim of serving both the public interest and the organization (p. 8). He further argues that PR is a way of communication management between the organization and its publics (p. 9). He adds that the activities of PR include but not limited to the following; working with the media, members or employees communication, engagement with the social media, crisis communication, and conferences or public addresses.
The case represents a situation whereby the proposed location of the toxic waste disposal facility was received with dismay by the local residents. In response to that, WRATD was therefore formed through a meeting of some of the disgruntled residents to petition against the ‘toxic dump’. It began its PR practice almost immediately, and in the three years its campaign’s scope and breadth was impressive. It ensured that community consciousness was developed through public awareness campaigns. In achieving their entire objectives, their strategies entailed media relations with metropolitan and local media channels, petitions, signage and advertisement, face- to- face information meetings, public protest at CSR, and newsletters production and delivery. They included short punchy key messages that used rhythm, redundancy and repetition; the following was their key words; ‘toxic dump’ is the Wrong technology, the Wrong location, and the Wrong company, Dump the Dump, and Clean and Green- Not Toxic”. Furthermore, they drew the media eye through wearing masks, and handing out 100 lettuces at Parliament House. Moreover, stakeholders lobbied through signing of petitions, sponsor activities, and write reports and develop research. What’s more, WRATD broadened the debate about ‘toxic dump’ by involving several legitimate institutions………………………………..CLICK HERE TO ORDER FOR A FULLY RESEARCHED PAPER ON THIS TOPIC AND OTHER RELATED TOPICS FROM A PROFESSIONAL WRITER AT capitalessaywriting.com…………………………….