Merck's Flint River plant in Georgia faced a hostile community concerned about a "chemical plant" in their neighborhood. Letters to the local newspaper wondered aloud just what they were doing "in there."
......In a situation like that, nothing works like the truth. A combined PR/Advertising program included a periodical newsletter, direct brochure, print advertising and annual open houses that brought the community inside the plant. The program highlighted Merck's worldwide commitment to the environment, and the company's support for local programs in education and the arts.