August 6, 2015
Marquee Information
More is Not Always
Better - As water and wastewater utilities have enhanced their outreach
efforts they have increased the amount of information available to the public. This begins with information that helps
customers get things done using the utility’s website, for example paying a
bill or getting a problem solved. But
most utilities provide more than just customer service information, and the information
provided is often voluminous and pretty technical. One justification for creating and maintaining
this information is the need to be transparent.
Being transparent is required, but there is no real transparency if the
important information is hard to find, or once found difficult to understand. And despite providing lots of content, which
is a chore to maintain, many utilities still struggle with forging productive
relationships with community leaders (those who influence policy
decisions and therefore investment).
Finger on the Pulse
– Given this challenge, we can ask a simple question. Is it possible that members of the influential
public need only a small amount of focused information to have their “finger on
the pulse” of the utility? Let’s answer
this questions with another question.
Would it be valuable to the utility’s staff and policy makers if they
knew which community leaders were receiving and reading brief information
on the utility’s investments, efficiency improvements, and recent policy
decisions? The answer is yes!
Five Minutes a Month
– Making this happen is straightforward.
Information provided by the utility must be brief (requiring 30 seconds
or less to read), focused on the issues outlined above, and have headlines that
connect an action of the utility with a beneficial result. Add to this recent policy decisions by the
utility’s governing body and you have a content strategy that helps community
leaders know what they need to know. And
all that is required is that they spend five minutes a month reading weekly communication
pieces. We can certainly argue that community
leaders should have their finger on
the pulse of the utility. After all, its
performance sustains the local economy and quality of life. The utility’s job is to make it easy.
The “Ask” - A
senior utility manager recently recounted that he was conducting a facility tour
and one of the people on the tour was a member of the state legislature. Near the end of the tour the legislator asked
what they could do to help the utility.
In retrospect the utility manager was disappointed that he did not have
a quick answer. What if the ask was
simply to give the utility five minutes a month?
Future Branding Updates will address how to make creating
marquee content part of normal utility operations, and ways to deliver the
information to specific community members.
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