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Don’t “Waste” Naming Opportunities

When Clackamas County’s Solid Waste and Recycling department changed its name to the Office of Sustainability, Sustainability Analyst Susan Terry added a cheerful, unofficial tagline: “We’re not just garbage anymore!”

It gets the point across. There’s more here than regulating trash collection.

Naming or renaming a government or business unit is a great way to educate the public about an organization’s mission. But be careful, there are right and wrong ways to go about the job. Asking for suggestions from the community can be effective public engagement if the ground rules are clear.