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Member Update (MU06-19)

Member Pipeline - Member Services & Information - Update (MU06-19)

To:	Members & Affiliates
From:	National Office
Date:	October 23, 2006
Subject:	WHITE PAPER ON BUILDING EFFECTIVE COMMUNICATIONS AND PUBLIC RELATIONS STRATEGIES
Reference:	MU 06-19
Attachment:	Building Effective Communications and Public Relations Strategies for POTWs: A NACWA White Paper (PDF)

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NACWA White Paper Focuses on POTWs’ Public Relations Capabilities, Strategies
NACWA’s Communications and Public Relations (CPR) Committee examines the public relations capabilities, successful media strategies, and community outreach programs at member agencies and recommends ways to bolster these important functions in a white paper titled Building Effective Communications and Public Relations Strategies for POTWs: A NACWA White Paper (PDF). Based on information from a survey of NACWA members conducted earlier in the year, the white paper revealed that most of the responding agencies have staff dedicated to public relations, demonstrating the importance publicly owned treatment works (POTWs) place on communicating to the public about our important role as public servants committed to a clean environment.

In addition to dedicating staff to this mission, most POTWs also have committed significant financial resources to their outreach efforts, with budgets ranging from $20,000 to $1.6 million. Most of the budgets exceeded $100,000 with many in the $200,000 to $600,000 range. This level of commitment and resources can be leveraged at the national and local levels to significantly boost the advocacy efforts of the Association and its member agencies.

The survey found that NACWA members, both small and large, face similar challenges in educating the media about the role of wastewater treatment agencies as public servants performing a public good. The white paper discusses local techniques and the clear need for a consistent national message regarding wastewater treatment agencies’ status as the true environmentalists and protectors of public health. Most who responded to the survey said NACWA should be the key organization for ensuring message consistency on priority advocacy issues and should be the main venue for heightening public and media understanding of the role POTWs play.

Other sections of the white paper provide insight into messages individual agencies have found resonate with their media and customer bases and discuss the direction NACWA and the CPR Committee can take in the public relations arena. For example, NACWA will continue to work with like-minded organizations and coalitions to advance shared goals. Member agencies can take advantage of the messages and materials provided from these groups to supplement their own campaigns.

NACWA hopes the white paper will inspire representatives from more member agencies to become active on the committee as the Association seeks to continue to enhance support and build momentum for its regulatory, legal, and legislative agenda. The committee generally meets via conference calls that take place every other month. The next call will be scheduled for December with the exact date to be announced later. Please contact Susie Bruninga, NACWA director of public affairs, at (202) 833-3280 or at sbruninga@nacwa.org with any questions or to join NACWA’s Communications and PR Committee.