Keep the doors open
by Graeme Rodden,
Editor
Having settled nicely in Europe for the past six months, I have already had the opportunity to visit a number of mills. There's nothing quite like a bracing visit to a Finnish mill in February to keep the blood circulating. (Just do not expect to see too much of the sun.) I have also had occasion to visit mills elsewhere in Europe in the short time I have lived here. So what, you may ask, is that not what a pulp and paper magazine editor is supposed to do? Well, yes (along with all our other responsibilities) and for this editor anyway, touring a mill has always been the best part of the job. I have had the opportunity to visit more than 100 pulp, paper or board mills and always learn something new with each visit.
One of the joys of the job here so far is that any person I have called to ask if a visit was possible has always been open and accommodating. Visitors seem very welcome. This included a staff visit to the Sappi mill in Lanaken, Belgium, where Paperloop employees, some of whom were new to the job and on their first visit to a mill, were given royal treatment.
Exceptions to the rule
There are exceptions but these have more to do with security and confidentiality than with any official "keep out" strategy. For example, banknote and security papermakers are none too anxious to have people view how their paper is made. I do not think the banks or governments would be too pleased either if these mills were open to anyone. Tissue makers can also be a secretive bunch. But when dealing with the competitive consumer market where brand recognition and loyalty is paramount and where a fraction of one percent change in market share can mean the loss or gain of millions of euros, this is also understandable.
Still, even in this sector, after a visit to a tissue mill a few years ago, the mill manager told me that there are "no secrets", that the manufacturers know what the others are doing.
A worrying trend
However, a closed-door trend seems to have taken hold in some American companies and it disturbs me. Talking to my American counterparts recently, they are discovering an increasing frequency among mill owners to shut their doors to visitors. Often, this is a company-wide policy emanating from head office and not left in the hands of the mill manager.
Let us face it, the magazines that cover the pulp and paper industry are among the few media outlets that explain the industry in full and give it the chance to air its views. Unfortunately, too often, it is like preaching to the converted. Mills also know that the visitors they allow in are not there to spy, to discover and spill state secrets. It is only by visiting a mill and talking in person to those who work there that one can see the enormous amount of skill and dedication it takes to run a mill. That is why most mill officials are happy to allow visitors and show them what they do. They are exceptionally proud of the product they make and how they produce it. Visitors on their site give them the chance to show off and perhaps change some people's perceptions of the industry. Also, as most mills are the largest employers in a given area, they are usually the biggest community boosters. While on a visit to a Stora Enso mill a few years back, I had the opportunity to sit and talk with the public affairs coordinator for a few minutes. During the course of the conversation, we were continually interrupted by phone calls to the coordinator from various community groups looking for a donation of some sort. Almost without fail, she came up with a gift or prize. The company considered it part of its responsibility to the community.
Perception is reality
Closing the doors can create suspicion, mistrust, the feeling that the mill or company is trying to hide something. If perception is reality, adapting a bunker mentality will not help the cause. This industry does not have a good public image at the best of times; keeping the doors shut tight will breed an increased atmosphere of distrust.
Avenue Louise 326,
Box 22
B-1050 Brussels, Belgium
Tel.: (32-2) 538.60.40
Fax: (32-2) 537.56.26
Editor's e-mail: grodden@paperloop.com |
This may sound self-serving but it is not. There are other ways for editors to fill their magazines, other avenues to travel to get the story. But, experience has shown that mill application stories, particularly on new projects/expansions, are always well received. And, the best way to present an accurate and complete picture of any project is by visiting the mill, not through a phone or e-mail interview.
Please, keep the doors open. Allow people to see that the industry is vibrant, viable and a responsible member of the community.
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