Ordering Information:
ORDER NUMBER:  91222
DATE AVAILABLE: Summer 2008

Printed Report		PDF
Subscribers	Order Report
Non-Subscriber	AWWA Bookstore (Oct. 2008)	N/A
	IWA Publishing (Jan. 2009)	N/A

Note: the pdf file does not contain materials from the CD which is packaged with the printed report.

PRINCIPAL INVESTIGATORS:
Edward Means, Zaid Chowdhury, Garret Westerhoff, Laurel Passantino, and John Ruettan

OBJECTIVES:
The goal of this project was to develop practical guidance and tools that can be used by water officials to properly communicate the value of water.  The specific objectives were as follows:

1. Research available studies related to communication with customers and stakeholders both in the water utility field as well as other organizations that require public support to glean “lessons learned”
2. Supplement the available studies with surveys and workshops that are directly related to communicating the value of water
3. Develop a branding strategy that builds public trust and communicates the utility value proposition to the customer and stakeholder
4. Develop specific guidelines, plans, and processes, along with communication tools, that can be used by water utilities to devise a communication program for their water utility

BACKGROUND:
Communication, both within the utility and with external stakeholders, is essential for the long term sustainability of utilities. One of the biggest challenges that utilities face is the ability to obtain the finances necessary to complete projects related to water quality and water quantity. If the utility can effectively communicate the value of the water services it provides and the value of water as a life-sustaining resource, customers may be more prudent in their use of water and more willing to pay higher rates, city decision makers will be more likely to approve rate increases, and the utility will be more likely to gain the finances needed for long term sustainability.

HIGHLIGHTS:

• In order for a water utility to function most effectively and efficiently, it is important to understand and align the interests of utility leaders, customers, special interest groups, elected and appointed officials, and other stakeholders to a common utility vision and mission.
• Communicating the value of water effectively necessitates developing a specific Communications Plan. While the extent and details of the Communication Plan will be utility-specific, a model capturing the thought process that is applicable to most utilities was developed in this project.
• Utilities can communicate the value of water by understanding their stakeholders’ needs and perceptions, thoughtfully defining the utility brand to underscore these values, communicating all the utility’s activities in the context of the brand, and relentlessly communicating that brand through targeted media.

APPROACH:
The approach for completing this project started with an extensive literature search on the topic of communicating the value of water followed by several workshops, meetings, focus groups, and interviews to help identify key messages to be used in communications plans. The information collected in these project activities was summarized and used to develop a step-by-step model for communications planning. The model incorporates aspects of strategic planning, communications gap analysis, behavioral gap analysis, branding, and national communications efforts. An electronic Communications Toolkit providing various tools and example communications materials to assist utilities was also developed.

RESULTS/FINDINGS:
This research has reinforced that utilities can communicate the value of water by understanding their stakeholders’ needs and perceptions, thoughtfully defining the utility brand to underscore these values, communicating all the utility’s activities in the context of the brand, and relentlessly communicating that brand through targeted media. Collectively, this will positively influence the perceptions of utility stakeholders and enhance their service experience. This will build support for the utility and help ensure that appropriate public investments are made. Through this process, stakeholders will grow to appreciate the value of the product (water) as well as the service. The communications effort must be consistently funded.

IMPACT:
This project provides readers with comprehensive literature related to utility communications strategies. The model developed through this project provides utilities with a step-by-step procedure for developing plans to communicate the value of water that can be adapted for various utility sizes and communication needs. Lastly, the Communications Toolkit on the accompanying CD provides utilities with several tools to assist with communicating the value of water, including a presentation outline and template, example utility web site, branding strategy sheets, and example communications materials donated by the utility partners on the project.

MULTIMEDIA:
The Communications Toolkit is a CD-ROM that accompanies the final report.

RESEARCH PARTNER:
U.S. Environmental Protection Agency

PARTICIPANTS:
Thirty-five organizations, including water utilities, non-water organizations, and engineering consulting companies participated in the project.

ISBN 978-1-60573-016-5