From ‘Black hole’ to industry benchmark
Expertise:
Challenge
Our client was long referred to, colloquially, as “the black hole of the Botlek”—a nickname dating back to a time when black smoke visibly poured from its chimneys. Although this image is entirely outdated thanks to state-of-the-art flue gas cleaning systems, the negative perception persisted. It hindered daily operations and made it harder to attract talent. Moreover, the company had been out of touch with key stakeholders for many years.
Approach by IvCB
IvCB conducted a thorough analysis to map the stakeholder landscape and identify relevant (potential) issues. This resulted in the development of a stakeholder engagement calendar to facilitate continuous dialogue. Working closely with the executive team, IvCB helped articulate and tailor the company’s story to specific audiences. The general manager was coached to lead high-impact conversations. In parallel, IvCB ensured that the company regained a voice in the public debate through strategic media engagement.
Result for the client
Through renewed stakeholder dialogue and increased media visibility, the client significantly improved its public profile and social license to operate. At the official commissioning of the new flue gas treatment system, the Minister of Infrastructure and Water Management referred to the company in her speech as a model of sustainability in the industrial sector.
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