Murphystown Recycling Promotion.You have been hired to make the recycling program a success….

Collaborative Project
The purpose of this assignment is to persuade people to act for the greater good of the community. In Week Seven Discussion Question 2, your instructor organized the class into separate threads in the Main forum to brainstorm ideas for this project. The Week Eight Assignment is individual work to create a Microsoft® PowerPoint® presentation of 6-9 slides with speaker notes on the Murphystown Recycling Promotion. The intended audience of this presentation is the general citizenry of Murphystown, so use effective persuasion from the introduction to the conclusion.
Background
As the new environmental committee for the make-believe city of Murphystown (pop. 1,000,000), your duty is to get the citizens to reduce, reuse, and recycle their household garbage. More than 6 months ago, a citywide curbside recycling program went into effect. Each household received plastic bins for separating paper, metal, glass, and plastic products. Pickup for recycling collections is every 2 weeks, on the same day as weekly garbage collections.
Many citizens of Murphystown are not recycling; others are forgetting to put out their recycling bins on time and later overloading the containers. Others are incorrectly sorting their recyclables, while still others are putting nonrecyclable waste into their bins. Moreover, few citizens are composting yard waste such as leaves and grass clippings, and many are still putting those items into their garbage cans, which is now illegal.
A survey indicates that Murphystowners are accustomed to a throwaway convenience culture, and they think recycling and composting are too time-consuming, with little benefit for them. After 6 months, the new recycling program is a failure.
Public Relations Challenge
You have been hired to make the recycling program a success. The program will extend the life of the city’s landfill from 20 to 70 years, and it will also provide an important revenue source for the operation of the city’s environmental-management system (through the sale of bulk recycled garage). Your job depends on your ability to turn the program around; the city’s mayor has privately demanded that you dramatically improve the program’s citizen-participation rate in a year, or you will be fired.
Instead of top-down administrative edicts, your solution should encourage open, democratic communication and creative participation. How will you frame your strategies and messages to do this? How will you get the population of Murphystown to make a personal investment in energy and time for a long-term plan that may not yield immediate tangible benefits?
Reference
This scenario has been adapted from Fabos, B., Martin, C. R., & Campbell, R. (2007). Media & culture: Instructor’s resource manual (5th ed.) (p. 176). Boston: Bedford/St. Martins.

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