The need: When plans were announced to build an asphalt plant in a local neighborhood, the local residents formed a group to oppose the plans called Citizens for Positive Growth. The leadership came to Access to seek strategies and tactics on how to keep the plan out of their backyards and away from local schools, senior care centers, restaurants, and daycare centers.
How Access helped: Access managed all local media relations, planned the timing of the release of information and developed all press materials and key messages for the group’s spokespeople. During an unexpected delay by County decision makers, Access devised strategies to keep the issue alive.
The result: The Rally and subsequent events, as well as ongoing issues coverage appeared with all major local media outlets, including significant coverage during evening news broadcasts and in Roanoke’s major daily newspaper, The Roanoke Times.
In response to the strong opposition, supported by such heavy media coverage, the asphalt company ultimately decided to look elsewhere for its location.