THE CLIENT
Air Products (NYSE: APD) is a world-leading industrial gases company in operation for over 80 years focused on serving energy, environment, and emerging markets. The Company has two growth pillars driven by sustainability: Air Products’ base business provides essential industrial gases, related equipment and applications expertise to customers in dozens of industries, including refining, chemicals, metals, electronics, manufacturing, and food; the Company also develops, engineers, builds, owns and operates some of the world’s largest clean hydrogen projects supporting the transition to low- and zero-carbon energy in the heavy-duty transportation and industrial sectors.
THE CHALLENGE
Air Products aimed to build community support for their proposed $500 million green hydrogen facility* in Massena, New York, but faced skepticism from a community tainted by history of industrial pollution which had impacted residents’ health and the environment. Legacy industrial activity in the region had resulted in PCB pollution levels high enough to warrant the United States Department of Environmental Protection (EPA) to deem three former industrial sites as Superfund Sites. Sustainable PR’s challenge was to educate the community about Air Products’ proposed operations and the project’s benefits to assure them of the project was clean and safe and to foster goodwill between the company and residents, businesses, municipal officials, and the St. Regis Mohawk Tribe.
Simulated map of Air Products’ green hydrogen project in Massena, New York
Sustainable PR’s remit was to build trust and confidence in Air Products by generating support from key stakeholders. Second, was to educate the public about green hydrogen as a clean energy source to alleviate environmental concerns stemming from legacy sources of pollution and to see the project successfully permitted. Third, was to establish Air Products as a key corporate partner in the region.
THE SOLUTION
Sustainable PR implemented a comprehensive community relations strategy to address local concerns and build support for the project. Key tactics included:
- Building Rapport with Key Stakeholders: Sustainable PR fostered open communication with influential members of the community including municipal officials and business leaders, educating them about Air Products’ plans and addressing concerns. This empowered leaders to respond to questions from the broader community, preventing the spread of misinformation.
- Community Education: Sustainable PR supported a series of public meetings with the Industrial Development Authority (IDA), the Massena school district and town officials so residents could hear from Air Products executives about their plans for development and associated environmental impact, and have their questions addressed.
- Addressing Tribal Concerns: Two separate Environmental Justice (EJ) meetings were held with the Massena Community at large and the St. Regis Mohawk Tribe, as both areas are identified as disadvantaged communities by New York State. The meeting with the tribe was held on tribal land to make it comfortable for members to attend and have their concerns, stemming from a legacy of mistreatment, addressed.
- Community Investment: Sustainable PR forged a partnership between Air Products and the Northern New York Community Foundation, a well-respected not-for-profit establishing a scholarship program and a community fund to provide grant funding to community organizations and outreach programs to enhance the quality of life for residents of Massena.
Air Products presentation at Massena Rotary Club
THE RESULTS
Air Products leveraged a group of influential advocates of county and town leaders who informed the community about the project’s benefits. As recognizable and trusted sources, the support of these individuals was crucial in establishing the company’s credibility.
When opposition emerged, local leaders served as advocates for Air Products, quelling concerns that the facility would cause harm to the environment. The environmental director of the St. Regis Mohawk Tribe, a key figure in the Tribes’ leadership, spoke glowingly about Air Products at the Environmental Justice meeting, commending team’s transparency and commitment to open communication with tribal leadership.
The Massena Town Supervisor stated the Town will be looking to develop a cooperative plan with Air Products to stimulate economic development in the region. And the CEO of the St. Lawrence County Industrial Development Agency said the following: “I think there’s an awareness that this is a milestone project for us. This is a large project; it’s an important project. There’s a nice future orientation to what the company is doing.”
Sustainable PR further enhanced Air Products’ reputation by leveraging the partnership between Air Products and the Northern New York Community Foundation to establish a scholarship program and a community fund benefiting the Greater Massena Community. The scholarship fund awarded a total of $25,000 in inaugural funding to six students in the region. The Air Products Greater Massena Community Fund was established through a $50,000 grant from the Air Products Foundation to the Northern New York Community Foundation, and awarded $32,500 to five organizations in its first round of funding to support a variety of projects and programs designed to improve the quality of life for residents in the Greater Massena community and St. Regis Mohawk Reservation.
Both the scholarship program and the community fund strengthened Air Products’ bonds within the community and established them as a primary benefactor supporting community impact projects and revitalization efforts.
*On February 24, 2025, Air Products announced the cancellation of the Massena Green Hydrogen Project due to changing economic circumstances.
