The establishment of new production facilities and, in general, the construction of new infrastructures with a strong environmental impact represent complex and heterogeneous challenges that must be addressed with appropriate communication campaign. These have to be capable of dealing with the different interests at stake in order to manage any sign of dissent.
In Italy, nimby (not-in-my-backyard) phenomena have assumed significant proportions, concerning waste treatment plants (incinerators), installations for the production of energy (power lines, biomass power plants, solar fields, wind farms), facilities for the research of hydrocarbons, road and railway networks. In recent years, web and social networks have played an increasingly decisive role for the expression of dissent. From a communicative perspective, therefore, a single company has to monitor a significant number of variables, following different reading modes depending on the stakeholder: internal as well as external (investors, public opinion, and media).