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1
University of Nebraska–Lincoln
Strategizing Communications from the Inside Out for Drinking Water
Professionals
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University of Nebraska–Lincoln
Know how. Know now.Intro Slide
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University of Nebraska–Lincoln
Know how. Know now.
Does the Community Know You Exist?
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University of Nebraska–Lincoln
Know how. Know now.
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University of Nebraska–Lincoln
Know how. Know now.
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University of Nebraska–Lincoln
Know how. Know now.
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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University of Nebraska–Lincoln
Know how. Know now.
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.
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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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University of Nebraska–Lincoln
COMMUNITY RELATIONS ASSESSMENT
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University of Nebraska–Lincoln
Know how. Know now.
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
Know how. Know now.
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
13
University of Nebraska–Lincoln
Know how. Know now.
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
14
University of Nebraska–Lincoln
Know how. Know now.
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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University of Nebraska–Lincoln
Know how. Know now.
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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University of Nebraska–Lincoln
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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University of Nebraska–Lincoln
SITUATION ANALYSIS
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University of Nebraska–Lincoln
GOALS AND OBJECTIVES
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University of Nebraska–Lincoln
COMMUNICATIONS AUDIT
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University of Nebraska–Lincoln
Know how. Know now.
Identifying Target Audiences• Decision makers/influencers• Customers• Internal• Others
• WHY DO I WANT TO COMMUNICATE WITH THEM?
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University of Nebraska–Lincoln
Know how. Know now.
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University of Nebraska–Lincoln
Know how. Know now.
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University of Nebraska–Lincoln
Know how. Know now.
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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University of Nebraska–Lincoln
Know how. Know now.
Written Communications• Consumer confidence reports• Letter from the board• Information sheets• Stuffers• Brochures• Newsletters• Press releases
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University of Nebraska–Lincoln
Know how. Know now.
Spoken Communication• Presentations• Telephone Contacts• One-on-One• Responses
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University of Nebraska–Lincoln
Know how. Know now.
Electronic Communication• Email• Websites • Social Media
– Blogs– Facebook– Twitter– Instagram– youtube
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University of Nebraska–Lincoln
Know how. Know now.
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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University of Nebraska–Lincoln
Know how. Know now.
Questions