Unleashing Energy with Teamwork and Social Responsibility

What good is a state-of-the-art facility that conserves resources and significantly contributes to the environment and society if the wider community outside the facility doesn't understand - or perceive – its benefits?

Considering the complexity of the topic, many might feel overwhelmed initially. However, this is precisely where the determination of the people at RBB comes into play. As often seen, it begins with the desire to find a way – and enthusiasm. The people at RBB are passionate about their work. The shared desire of the team to make their knowledge accessible to the wider public provides the ideal basis for a communication strategy. The eagerness to talk about their own passion and enthusiasm paves the way for the right words. It's about making the vision tangible, demonstrating how such a facility can shape the future sustainably.

Let's start from the very beginning: It's natural that not everyone has a background in natural sciences or comprehensive knowledge of complex subjects like chemistry, waste incineration, or natural resources. Moreover, in our hectic daily lives, there's often little time or inclination to delve into such complex matters in our leisure time. Nevertheless, understanding these interconnections is essential to comprehend the workings of a utilization plant and its relevance for a sustainable future.

The motivation of the RBB team has captured me since the beginning of the project! It's inspiring to witness how boldly and openly RBB is tackling this new challenge!

Even though I've been involved in the communication of several major projects, I continue to admire the energy of this team, unafraid to bring complex topics like sewage sludge utilization or waste in general into public discussion. I'm learning both professionally and personally!

The RBB example highlights the importance of professional communication in complex waste and energy projects: the general public often has limited knowledge about such technical subjects. However, there's a growing curiosity and demand to understand these environmentally relevant processes and place them in a societal context. What does this mean specifically? On one hand, it's about identifying target audiences and providing them with meaningful information based on their knowledge, information consumption habits, and preferences. In other words, not every audience is interested in the same content and seeks different levels of information. We probably recognize this from our own experiences.

The selection of suitable communication channels played a crucial role. By deciding where and how to communicate, we ensure that information is conveyed selectively to the relevant target groups without overwhelming or discouraging them. In the case of RBB, it meant that we needed to first understand the relevant topics ourselves and then, through intensive collaboration, distil their essence: Why is the Böblingen waste-to-energy plant relevant to the public? What is waste utilization? What is waste – and why is its thermal utilization not just sensible but valuable? The RBB team brings the knowledge and experience, we provide the communication strategy. A communication plan helps us organize which channels and to what depth information should be provided, aiming for an effective and positive impact. This means enlightening people, keeping them informed, and perhaps even sparking some enthusiasm for future-relevant topics.