| Abstract: | Failure to resolve environmental concerns raised by the public can be costly for both public and private sector organizations. Designing effective community relations programs to address such issues requires an intimate understanding of the community and the stakeholders within it. The community assessment process provides insights into the reasons behind stakeholders' environmental concerns and how best to address them. Moreover, the assessment process can provide predictive information, so that managers can anticipate both the emergence of environmental concerns and the likely response patterns of stakeholders. The assessment process, which makes use of both qualitative information and quantitative data, tracks closely with the methodology used in industry analyses conducted by corporate strategic planners. Regrettably, many of the companies that have excellent skills in industry analysis fail to use their expertise to address environmental concerns involving their own plants. This article seeks to aid the reader in understanding how basic analytical skills can be used to understand and effectively address environmental concerns at the community level. |
