Carpet and Rug Institute (CRI)

In the long, proud history of the Carpet Industry, there has never been a more successful Communications Plan than the plan executed by CRI to address Indoor Air Quality, Biological (mold, mildew, and bacteria) and Allergen (dust mites, pet dander, allergen accumulation) issues.  Never before has an industry been so brutalized by the media (using unfounded information, false facts/claims) and chose to attack the issues using an organized plan with such positive results. 

The CRI Communications plan to address these issues will become known (in history) as one of the most successful communications Plans in Corporate history and it remains a principal classroom tool for an ideological Communications Plan.  This plan was a textbook example of how to execute a successful Communications Plan.

It is one thing to study/memorize the components of a Communications Plan published in a textbook; it is a totally separate issue to actively participate in the execution of this plan and execute a vital role in its' success.

On my first day of work with CRI in 1993, I was handed the newspaper clippings published over the past 30 days using the keyword "carpet" .  There were over 500 pages of news articles--all negative.  These articles described chemical emissions, toxic carpet, allergens, biological contaminants, dust mites, and airborne particles-all "reportedly" caused by  carpet.  It seemed the only good news reporters published was that, with hard work, carpet stains were easier to remove than in years past.

We began to hold daily strategy sessions to begin to address this negative publicity.  We opted to put into place a multi-pronged plan to defend the carpet industry.  We established a short-term (daily), mid-range, and long term strategy.  This work became one of the most successful campaigns in history to defend an industry under assault.

We confronted the issue by addressing individual articles and contacting the author of each article to supply accurate information relating to the issue.  Next we began to proactively publish positive articles using various media outlets, which conveyed a more positive targeted message.  We then went to work to develop scientific data that would help us understand carpet and its' relationship to indoor air quality.

After a little more than two years of chemical emissions testing, we began to develop peer-reviewed data that showed carpet in a highly favorable light when compared to other flooring systems.  CRI staff feverishly worked to publish Public Relations articles in newspapers, shelter magazines, professional magazines (architectural, interior design, etc.).  We aggressively worked to provide journalists with content to write positive articles on Carpet and IAQ.  Additionally, we initiated a phone center, where consumers and journalists could call a toll-free number to ask questions on related to carpet (purchase info, chemical emissions etc)

During this period, CRI and various manufacturers successfully defended 21 class-action suits alleging debilitating health effects caused by carpet chemical emissions.  With the use of data generated from our chemical testing program we were able to refute all negative claims against carpet.

Almost immediately following the carpet chemical emissions issue, the media began to publish articles on carpet, allergies, and biological contamination.  The Biological issue was a much deeper issue than chemical emissions.

With both Chemical emissions and biological contamination there were no National Standards.  The CRI Technical Staff initiated data collection through Scientific Studies and began to establish standards.

In initiating the data collection, we proved that carpet was unremarkable in terms of biological contamination, as compared to other flooring surfaces. However, once cleaning was initiated, carpet cleaning was more effective in removing biologicals than any other cleaning method for any other flooring surface.

Among the most dramatic data we generated was in relation to carpet and dust mite allergen.  Scientists insisted that the mite allergen found in carpet (quite high) was released into the breathing zone which exacerbated allergic response.  While no one had ever collected mite allergen in air samples, Scientists insisted on the paranoia defense.  They insisted that there was not an acceptable procedure for collecting these allergens, but they insisted these allergens were released.

I immediately went to work in trying to resolve this issue.  I used asbestos cowl filters to collect air samples and collected air samples in an Okeechobee Florida classroom.  Samples were collected while the children played (very actively), while the classroom was unoccupied, and when I disconnected the bag collection system (no vacuum bag) on a Kirby vacuum cleaner.  We collected air samples for 90 minutes at three heights (4 inches-child lying on the floor, 24 inches - child sitting, and 42 inches - child's approximate standing height).  The end result was we were able to collect airborne dust mite allergen if it were present (only with the disconnected vacuum bag).  The study showed that allergen was not released into the breathing zone under typical activities (even with carpet dust mite levels of 100,000 times typical levels).  This quick study was published and peer-reviewed and ended the paranoia dust mite defense of the scientific community.

In addition to planning and managing these overall projects, I was given hundreds of thousands of data points for each phase and asked to distill this complex information and package it in a format that could be understood by the average Carpet CEO.  I was then asked to package this data for communication to the media.

This project was among the most successful industry-wide Public Relation campaigns ever produced.  It produced data, established standards for other industries to follow, communicated the information to consumers and media, and it helped sustain carpet industry sales when design patterns were changing.

This site was last updated 05/04/09

Michael Hilton

706-463-2168