ENG 333 Communication for Science and Research

Jamie Larsen, Instructor

Stakeholders

The Communication Situation: The city of Eugene has grown over the years to become the second largest urban area in Oregon. In the 1970s, Eugene joined with Springfield, a city to its east, to continue industrial expansion, in much the same way that Research Triangle Park was developed by Raleigh, Durham, and Chapel Hill's cooperation and investment. Eugene invested millions of dollars in city improvements to attract businesses. However, in 1987 1,500 acres of wetlands were discovered west of Eugene - with more than a third of the acreage located on the planned site for the industrial development. At first, this seemed like a death-knell for the expansion plans.

By exploring the complexities involved in the negotiations that ensued between Eugene, the state of Oregon, the EPA, Developers, and other stakeholders in resolving the outcome of the discovery of the wetlands in west Eugene, you will see how community problem solving and consensus building occurs.

"Know your audience" is the key to any effective organizational presentation. One way to begin understanding your audience, and their needs, is to think of them as stakeholders . A stakeholder has interests that are affected by the goals and activities of another group (e.g., a company, a department, etc.). The kinds of stakes that your audience has will affect their level of concern.

1. Read the background about the wetlands case.
2. Read the information that relates to the four major stakeholders in this situation as you decide which group's cocerns to address:

• Spectra Physics - This is a company headquartered in northern California that has already moved employees, and built facilities on land that was designated as wetlands after their investment. This organization, and its employees, have to decide whether to stay, move back, fight the EPA, or relocate - all costly options.
• Developers & Environmentalists - A lot of people had different emotions about the wetlands. The land developers did not want to lose their money, environmentalists (called "wetheads" in this scenario) wanted to protect the land, and the community as a whole wanted their city to prosper, both economically and ecologically.
• Rohr Industries - Rohr is an aerospace supplier and its executives are considering building in Eugene's industrial park. However, the wetlands issue has caused concerns about this potential move. The city planners want Rohr's buisness so they try to pitch the financial incentives and overall case for moving to Eugene.
• Governor's Staff & Public - At the end of the timeline, and negotiations, the land that was preserved as wetlands was dedicated. The current Governor was not the Governor who handled the negotiations, however she is getting national attention for this innovative solution to such a development problem. She needs to be briefed on the background, as well as given information ("sound bites") to say at the ribbon cutting to the public and media.