CASE STUDY

The Challenge

A public utility’s business goal calls for a multi-year, multi-billion dollar infrastructure upgrade in more than 30 municipalities and requires the expansion of rights-of-way, or property acquisition, in many locations. The program is justifiable from a big picture, public infrastructure perspective, but all politics is local and NIMBY (“not in my backyard”) opposition to the project is extremely strong, organized and public.

The Strategy

Solicit the active support of industry colleagues, editorial boards, or other potential allies; creating messages which help to define the need and benefits of the project in a manner that resonates with individuals and locals towns.

The Outcome

The urgent need for the project is aggressively articulated and becomes widely accepted. And, describing the adverse, local consequences of doing nothing to improve the infrastructure also proves to be a persuasive argument and begins to balance out the NIMBY-based opposition arguments. As a result, public debate begins to focus away from whether to approve the project, and begins to focus on how to get it done.