Metal ScrapBackground
The scrap metal industry has been hamstrung by regulations restricting overseas trade, and a tangle of red tape. To make matters worse, illegal operators have tarnished the reputation of the industry, by trading in stolen metals. Trade body the British Metals Recycling Association (BMRA) asked Pelican’s recycling PR team to help develop a corporate communications programme to argue their case.

Solution
We launched ‘Agenda for Change’ – a policy document setting out the reforms that government and regulators need to make to help the industry make progress, and combat the illegal trade in metal.

This was supported with a media relations campaign designed to change journalists? outmoded views of metal recyclers. We prepared a series of features and opinion pieces for the BMRA on key issues, such as supporting exports and ways to drive out the illegal operators. And we encouraged the BMRA to speak out in the media against illegal operators who were damaging the reputation of the industry.

Brilliant Results
The campaign got the BMRA’s agenda firmly on the political and media radar and generated significant national media coverage. As a result of this media profile and extensive lobbying work the BMRA is now working closely with MPs, MEPs, The Environment Agency, the Police and government departments to develop solutions to these issues.

Industry Awards:

CIPR PRide Award Winner for their Not-For-Profit campaign
‘Highly Commended’ at the Fresh Awards for freshest issues or crisis management campaign.