Strategizing Communications for Drinking Water Professionals

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University of Nebraska–Lincoln

Strategizing Communications from the Inside Out for Drinking Water

Professionals

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Know how. Know now.Intro Slide

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Does the Community Know You Exist?

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University of Nebraska–Lincoln

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University of Nebraska–Lincoln

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Another Step…• https://

www.lincoln.ne.gov/city/pworks/water/pdf/water-quality-report.pdf

• http://www.mudomaha.com/sites/default/files/CCR2014.pdf

Time & Resources

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What’s In It For You?• Build community support and diminish

opposition;• Help people understand the value of what you

do for them;• Prepare them for innovations, regulatory

changes, rate increases, and so forth; and• Strengthen your positive image as a good

neighbor providing a vital service

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University of Nebraska–Lincoln

Know how. Know now.Communicating Your Message:

Public, Public, Public, Public

• Public Relations• Public Information• Public Education• Public Involvement

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COMMUNITY RELATIONS ASSESSMENT

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Your Communications Strategy—Where You Need to Go and

How to Get There

• Clear Objectives• Your Audience• Logo and Theme• Planning and Strategy

– Who Can Help?• Budget, Time, Money, & Resources

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University of Nebraska–Lincoln

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Your Communications Strategy—Where You Need to Go and

How to Get There

• Clear Objectives• Your Audience• Logo and Theme• Planning and Strategy

– Who Can Help?• Budget, Time, Money, & Resources

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University of Nebraska–Lincoln

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Your Communications Strategy—Where You Need to Go and

How to Get There

• Clear Objectives• Your Audience• Logo and Theme• Planning and Strategy

– Who Can Help?• Budget, Time, Money, & Resources

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University of Nebraska–Lincoln

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Your Communications Strategy—Where You Need to Go and

How to Get There• Clear Objectives• Your Audience• Logo and Theme• Planning and Strategy

– Who Can Help? Employees, Partner Agencies, Consultants, Suppliers and Vendors, WEF, Interns

• Budget, Time, Money, & Resources

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Your Communications Strategy—Where You Need to Go and

How to Get There

• Budget, Time, Money, & Resources– Cost Efficiency

– The Bottom Line

How do I get there???

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CLARIFYING THE MISSION

Example: KatieTown Water System’s mission is to produce and distribute an adequate supply of high-quality water to meet the demands of customers efficiently and at the least cost.

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SITUATION ANALYSIS

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GOALS AND OBJECTIVES

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COMMUNICATIONS AUDIT

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Identifying Target Audiences• Decision makers/influencers• Customers• Internal• Others

• WHY DO I WANT TO COMMUNICATE WITH THEM?

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Selecting a Communication Strategy• By communicating with a target audience…

– Inform (create awareness)– Influence attitudes– Influence behavior

• Four main forms of communication– Mass media– Targeted media– Community/social gatherings– one-on-one contacts

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Written Communications• Consumer confidence reports• Letter from the board• Information sheets• Stuffers• Brochures• Newsletters• Press releases

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Spoken Communication• Presentations• Telephone Contacts• One-on-One• Responses

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Electronic Communication• Email• Websites • Social Media

– Blogs– Facebook– Twitter– Instagram– youtube

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Resources for Rural and Small Systems• A Drop of Knowledge: The

Non-operator’s Guide to Drinking Water Systems• Board Member Training• Drinking Water Security for Small Systems• National Rural Water Association Website• Rural Community Assistance Partnership Website • The

Big Guide for Small Systems: A Resource for Board Members

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Questions