2010 - Public Relations Society of America

Envirocare take it. They are also major opinion leaders, and their public discourse
regarding Initiative One will be covered closely and read by Utah voters.
8.) Voters
Voters are next on the list because they are the people who will actually be deciding
in favor or against initiative one. For this reason Envirocare needs to pay particular
attention in gaining the support of voters in key districts. They are not higher on the list,
because it would require ridiculous amounts of money and time to attempt to contact each
Utah voter. However, through using intervening publics and then by implementing
symmetrical communication research efforts to evaluate what measures Envirocare
should take to meet the self-interests of Utah voters, they will be able effectively
influence voting behavior.
9.) The Tooele Government
The Tooele government comes next on the list because of its position as key opinion
leaders. They will be contacted regularly by media outlets for comment, thus, it is
essential to have their support.
10.) Industry Associations
Industry associations follow the Tooele government because they have come out
strongly against initiative one. This provides Envirocare with a possible base for forming
a coalition to oppose Initiative One. Such a financial and political base would empower
Envirocare in its lobbying efforts.
11.) Envirocare Owner
The owner is next on our list because he provides the funding for many of the anti-
Initiative One activities. Without his support many of the stakeholders could never be
reached.
12.) Competitors of Envirocare
The competitors of Envirocare follow, because like industry associations, they also
can provide a base for a coalition. They are not as important as industry associations,
however, because they are not in favor of Envirocare. In fact, it is suspected that one of
these companies provided the money for Initiative One. However, if these companies can
see that Initiative One will eventually come to them as well if it’s passed, they may be a
viable option for a coalition against the initiative.
13.) Opposition Groups
Opposition groups come next on our list even though it will be basically impossible to
change their opinion about Envirocare. We cannot leave their claims unanswered.
Currently, they are the biggest advocates of Initiative One, therefore, Envirocare must
address their claims if it is to bring key opinion leaders to oppose the initiative.
14.) Tooele Citizens
Tooele citizens are our next group because they are some of the most adamant critics
of Initiative One.
15.) Transportation Companies
Transportation companies come next because if we can show key opinion leaders that
the people moving the waste are not worried about the increase then it will diffuse a lot of
the fear about the nature of the waste. Also, the Wagoneers is one of the larger lobbyist
groups in America. This political ally could allow for more funding and political sway in
efforts to defeat Initiative One.
16.) Emergency Management Associations.
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