Public utility issues can often lead to confusion and frustration among residents, which has the potential to cause friction amongst municipal governments, or utility boards, and their constituents. Additional factors such as prolonged issues, lack of communication, and the passivity of residents can further exacerbate this tension.
This was the case in the City of Rockdale, Texas that had been experiencing red water for over half a century and facing a $60 million price tag to fix it. To inform the public about significant changes to both the system and monthly utility bills, NewGen developed and implemented an education campaign communication strategy.
This strategy consisted of a four-pronged approach that served to increase public engagement and awareness surrounding Rockdale's red water issues.
1. Message
First, determine the exact information you want to relay to effectively express your message to a broad audience. The information must be clear, concise, holistic, easily digestible for the average resident, and leave little room for uncertainty.
2. Target Audience
Following a comprehensive messaging plan, you must identify your target audience. When the goal is to increase community engagement, you want your message to reach as many residents as possible.
3. Messaging Outlets
Once you have identified your target audience, it is important to determine which messaging outlets to utilize. Choosing your communication channels should be both intentional and strategic.
4. Content Deliverables
The final step in this process is to produce your content deliverables. These deliverables should contain the message you want to convey and be distributed through the appropriate channels.
The four-pronged approach detailed above is an effective tool that can open the channels of communication, provide useful information, and increase overall community engagement.