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Viridor


Reshaping Industry Perceptions


Viridor


Reshaping Industry Perceptions


Insight

Viridor, one of the UK’s leading resources, recycling and renewable energy companies, tasked Edelman with broadening its profile through integrated strategic communications, media relations, public affairs and design work to reflect the company’s status as a sector leader.

Idea

Edelman crafted new key messages for Viridor that encapsulated the diverse elements of the company. The messages fed into an integrated PR and PA strategy focused on putting Viridor in front of key media and stakeholder audiences. This was accompanied by media training of company spokespeople around the UK and the drafting of content such as opinion articles, letters, presentations, position and briefing papers and media backgrounder documents.

Impact

Edelman successfully broadened Viridor’s appeal to key audiences by setting up briefings and interviews with key UK political stakeholders and media, encouraging the company to talk about the “big issues” affecting the industry such as the EU’s Circular Economy, resource scarcity, recycling rates and renewable energy. Edelman supported Viridor with a number of significant announcements in 2015 including the opening of Europe’s most sophisticated glass recycling facility .Viridor is widely recognized as an industry leader that is reshaping perceptions of the resource management industry.

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