In many countries, utilities are seen as somewhat closed entities.
Even though they are servicing a commonplace want, it is substantially more difficult to genuinely have an impact on the institutions.
But, most likely more importantly due to communication boundaries.
The elimination of verbal interchange means that very few people in a given network have any opinion other than looking at the offers introduced consistently and at a reasonable cost – completely unaware of the impact of the choices made on the utilities for the network’s future.
Eight communications strategies to help water utilities get the rates they need:
Communicate authentically
It may appear easy, but no magic tricks are needed to communicate with boards, stakeholders and the general public. Only sincerity.
Partner with the media
The media can be a helpful partner in utility communication, but building and sustaining the connection requires work and thought.
By providing thorough context during downtimes (such as facility tours) and by being receptive and even proactive when news breaks, utilities can contribute to the growth of this connection.
Additionally, it’s critical to keep in mind that the media is a business.
Purchasing advertising can assist in spreading your message while also assisting the media.
Be relevant
Relevance is the same as resonance.
Affordability, utility cost effectiveness, reliability, economic development and the individual effects of rate hikes are common areas of concern.
These inquiries, along with any others discovered through engagement, should be anticipated and proactively addressed by utilities.
For clients, dependability is particularly crucial. Members of the board value comparisons.
Additionally, utilities may find it useful to compare data using tools like the EFC’s rates and finance dashboards.
Communicate succinctly
A message map that concisely outlines the information that is pertinent to an audience about a project can aid in keeping the conversation on topic and memorable.
Typically, effective communications are only 27 words long, take 9 seconds to retell, and only cover three ideas.
Make sure that what you say matters.
Engage citizens/customers
Utilities can interact with citizens in a variety of ways.
The traditional “water utility school program” is a crucial tool for starting talks at dinner and creating enduring bonds with potential customers.
But advisory panels are another way to engage citizens much more directly.
For both the utility and its consumers, a representative advisory council can be an excellent listening and understanding tool.
Additionally, developing a communication plan based on the committee’s deliberations can greatly increase the credibility and applicability of a rate case.
According to the Savannah panel, advisory committees are most helpful when they have a constrained scope and an organized forum.
Instead of inviting people to join the committee, utilities should allow citizens to volunteer, and as unpleasant as it may be, utilities should appoint the committee’s most vocal opponents
Work through stakeholders
Engaging other stakeholders in addition to the general public can enhance a utility’s rate case.
Stakeholders often include environmentalists, nearby utilities, big businesses, political officials, etc.
However, this will depend on the utility.
Stakeholders can support a utility and its initiatives and give the utility’s message legitimacy.
Consider timing
Whether customers and board members like it or not, external timetables will affect how they react to a request for a rate change.
It will be crucial to take a step back and think about the neighborhood context before granting any request for more water or wastewater.
The success of a rate case is most likely affected by elections more than any other external event.
Maintain ongoing dialogue
The “silent” water and wastewater services are a thing of the past.
Because they should be consulted at various phases of the process, the governing board of a water company should not be caught off guard by a rate adjustment proposal.
One way to ensure consistency in communication is through a series of gradual rate increases.
Which, according to studies, will eventually result in higher overall increases (Hughes et al 2014).
Additionally, five-year rate plans might support continued discussion.
Keep in touch with the stakeholders
“The absence of verbal interchange means that very few people in a specific network deliver any opinion other than glancing at the offers introduced consistently and at a low cost – completely unaware of the impact of the choices made on the utilities for the network’s future.”
The stakeholders may additionally differ from network to network, so it’s far critical to identify the key stakeholders and discover methods to have them represented within the conversation about the development of the water software.
In addition to making the conversation sensible by providing data and questions at a level at which each stakeholder can form an opinion.
Personal consumers
Discuss a method of shopping for water, such as using real-time water meters or variable water pricing, which provides an evident rate indicator and encourages water conservation.
In light of the rising trend of flooding caused by climate change, one option is to prepare the network with sandbags and other typhoon water event emergency equipment rather than extending sewer networks prematurely.
Smarter nearby solutions can occasionally be developed by discussing water-demanding circumstances with the residents of a certain location, town, or city.
Some people are keen observers of such events and may provide valuable knowledge regarding environmental issues; flooding issues, and a few may also have intriguing proposals.
Industrial consumers
Water entry is a critical aspect in the operation, improvement, and planning of high-water-consuming businesses such as manufacturing, oil refineries, food processing and energy manufacturing.
It is critical for the software to have close contact with the most important industries in the region to discuss and comprehend future demands, water recycling opportunities and the need for excellent water quality.
The program can also help by offering larger water meters to obtain a more accurate assessment of water intake throughout the production facilities.
Agriculture has traditionally been outside of the city water application cycle.
However, establishing solid relationships during this course could be a critical step toward more integrated water control.
Agriculture is far less vulnerable to the usage of easily reused water than any business or individual user.
Local government
Maintain contact with the local government and provide them with a thorough understanding of the water software’s operation and challenges.
This, in turn, may help each event take quality steps forward toward a more sustainable and realistic improvement of the application.
Alternatively, each occurrence frequently reveals a lack of understanding of the purpose behind decisions.
As a result, each event produces inferior results.
Nature
Finding a consultant for nature might be difficult, but if it isn’t constantly given a strong voice inside the stakeholder control, it can have serious long-term consequences on the network.
It is possible to allow environmental NGOs, fisheries authorities, or the government to represent nature’s point of view.
References
[1] Daluwatte, D. D., Ss, S., & Mutua, F. (2020). Community Participation in community-based water societies and reflection on community participation and sustainability. GSJ, 8(9).
[2] Raju, K. V., Das, K., & Manasi, S. (2006). Emerging Trends in Rural Water Supply: A Comparative Analysis of Karnataka and Gujarat. Elixir of Life–The Socio-Ecological Governance of Drinking Water, 1.
[3] Moriarty, P., Smits, S., Butterworth, J., & Franceys, R. (2013). Trends in rural water supply: Towards a service delivery approach. Water alternatives, 6(3).
[4] Gomez, J. D., & Nakat, A. C. (2002). Community participation in water and sanitation. Water International, 27(3), 343-353.
