Case Study: Project Crystal Clear
Rohm and Haas Company, one of world’s largest manufacturers of specialty chemicals and salt, purchased an existing facility in Moss Point, MS, which was subsequently found to have prior environmental offenses. A $38 million settlement with the government was reached for that facility’s prior offenses, none of which occurred under Rohm and Haas’ ownership. Rohm and Haas could have simply written a check for the $38 million, but, instead offered to embark on a huge project, utilizing their time, resources and energy. The project in no way reduced the amount of the settlement. It did, however, ensure that the money would be spent in Moss Point, instead of being sent directly to the EPA in Washington, D.C.

Rohm and Haas decided to pursue an alternative Supplemental Environmental Project (SEP), which would be the construction of a reverse osmosis plant designed to remove the naturally occurring excessive color, taste and rotten egg odor from the city’s drinking water. Though Moss Point’s water was scientifically proven to be completely safe, one can imagine the negative effect on the restaurant, hotel and hospitality industries when a visitor sees the brown water, which smells like rotten eggs.

The Cirlot Agency was called upon to handle the public relations portion of this project, which spans several years. In the Spring of 2005, The Cirlot Agency planned and executed a Groundbreaking Event for the reverse osmosis plant. The goal of the event was to inform citizens, municipal officials and state and local elected officials of the progress made in fulfilling the SEP and that ground was officially to be broken for the plant.

The Agency’s strategy included ensuring the attendance of several key figures that are of interest to area media, including Senator Trent Lott, who was the keynote speaker. The event also featured several student winners of a reverse osmosis science project contest put on by Rohm and Haas. As part of Rohm and Haas’ community outreach regarding the plant, The Cirlot Agency had created and distributed a Reverse Osmosis Educational Program, including Teacher Lesson Plans on reverse osmosis, to schools in the affected area. Teachers used the Educational Program in their science classes, and encouraged students to create their own reverse osmosis “prototype” and enter the contest. The winners were asked to speak at the Groundbreaking Event and explain their “inventions,” creating great photo opportunities for media.

The new reverse osmosis water plant is scheduled to open in the fall of 2008. Moss Point citizens, top dignitaries and elected officials, such as Mississippi Governor Haley Barbour, continue to support the project and look forward to its completion.