Advancing innovation through the regulatory thicket. The role of public relations in the cement industry

The US cement industry has had mixed success securing political and regulatory support for several of its most innovative programs. This has been particularly true where waste-derived fuel has been involved. Most would agree that improved public relations will help advance the industry´s prospects for success. This paper reviews the changes in social values which have eroded the industry´s position and describes the fundamental elements of a national public relations program to support waste recovery practices. Included is a description of a new concept circulating within the environmental community which could provide the conceptual foundation for a public relations initiative