A wastewater utility’s customers are receiving information that they believe is important without having to ask for it; they’re sent notifications dozens of times a day. As a result, expectations have risen with service providers, especially those people who pay every month, every other month, or every quarter to ensure their quality of life. When emergencies occur, especially those that make news throughout an entire area, like with a significant sewer spill, a utility must quickly act to assure the public that the crisis is being responded to and that the potential for any long-term impacts are being mitigated. What many people don’t realize is that successful crisis communications responses are actually rooted in a utility’s efforts to proactively inform their customers about their services before an emergency occurs. Regular releases of information to the press, the public, and key stakeholders about the good work you do 24/7/365 or communications that provide helpful tips to say, keep FOG out of a customer’s pipes, goes a long way to building trust and respect for the utility’s work. And that trust is important, because it will be called upon in a crisis. This presentation will discuss how to handle internal and external communications during a wastewater crisis, in this case, a 500,000-gallon SSO alongside a commuter route during rush hour that flowed into a creek known for its wildlife and boating activity. WaterPIO will show the tactics used to help diffuse the initial negative reaction and turn the actions of the utility into a positive, not only by showcasing the response but continuing to provide information after the immediate crisis has passed. Utilities can actually IMPROVE their standing with the public after a major SSO by regularly providing information about the improvement of the waterway involved day after day.
Contributor/Source
Mike McGill
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