Some nice media play this week for Ontario’s environment ministry and the provincially-owned LCBO, trumpeting the success of the deposit-return system for wine and liquor bottles which was brought in three years ago. Since then, Environment Minister John Wilkinson announced at a photo-op on Monday, Ontarians have returned more than one billion empties to The Beer Store. Supplemented with stats about diversion from landfill and colourful facts about the kinds of new products the recycled glass helps to make, and flanked by a credible third party endorser (namely Chris Winter, head of the Conservation Council of Ontario), Wilkinson’s announcement was a “ready to eat” media story. And it also shows the communications value that organizations can mine from their own data. Keep an eye on your internal numbers, whether it’s the number of widgets you’ve produced or reductions in your carbon footprint through environmental initiatives in your operation. If you hit a major milestone, there’s potentially gold in them thar hills of data.
Bob Reid has been a journalist and media advisor to a former Ontario Premier. He now is the chief media strategist and principle media coach in the Corporate and Public Affairs practice at Veritas.
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