Importance of Communicating About a Desalination Project

Development of Public Communication Toolkit for Desalination Projects (WateReuse-12-02)

Today’s Presentation

Why develop a toolkit?What’s in it?How to use the toolkitCommunicating about desalination

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Why Develop a Communication Toolkit?

Desalination often considered a sustainable water source

But…any new water project can face oppositionRobust public outreach programs:

Build trustElicit stakeholder inputContribute to understanding and support

Toolkit = A roadmap to craft project specific outreach

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Key Research Findings

Every desalination project is uniqueWater supply situationPolitical climateRegulatory environment

Tailor outreach efforts/communication plan to a specific project

Communication must be consistent/ongoingInclude all stakeholdersInform supporters, critics, elected officials, public

in all phasesTransparency builds trust

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In-Depth InterviewsInformation gathered from 12 water purveyorsAll interviewees had some level of experience

with desalination projects: planning, environmental, operational project aspects

Advice on what works/doesn’t workIdeas for successful outreach activities

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Toolkit ContentsStrategic outreach and awareness plan templateInformational materials: FAQ, glossary and

sample fact sheetsVideo in English and SpanishWhy it is important to communicate about

desalinationLink libraries: print and videoIn-depth interview reportTriple bottom line benefits of a desalination

project

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Using the ToolkitSample informational materials

How to develop “your own materials”What should be includedFAQ and glossary only need specific project

informationLinks to agencies that have desalination projectsVideo provides basic information about desalination

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Link LibrariesBoth print materials and videos includedIncludes websites, reports, handouts,

publications, journals, news storiesBroad sampling of information – not definitiveStarting point for staffer who needs to develop or

implement an outreach plan

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Communicating About Desalination

Developing/delivering messages are the heart of strategic outreach and awareness program

• Deliver the right messages• At the right time• In the right context• To the right people

The Challenges of Desalination

Most common questions:Energy usageBrine concentrate

disposalImpacts to marine lifeCost

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Developing Effective Messages is Crucial

Tailor outreach efforts to specific projectsEach community or region’s water supply

situation, political climate, and regulatory environment are unique to their location

Place proposed desalination project in larger context of meeting long-term water supply needs

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Strategic Outreach and Awareness Plan Initial Steps: Identify your communication goal/objectives Conduct community research: (surveys, interviews, focus groups) Develop your key messages andstrategies and outreach activities to help youachieve your communication goal/objectives

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Strategic Outreach and Awareness Plan

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Telling Your Project StoryDevelop your project storyAnswer these types of questions:

What is purpose/need for project?What are alternatives?Describe project specific issues:

• Where will the water be used?• What are the benefits of the project?• How much will it cost and when will it be complete?

Include key messages in your comprehensive outreach program

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Developing Key Messages for Outreach

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Info From Interviews & Surveys

+Project Story

=KEY MESSAGES

Developing Key Messages for Outreach

Desalination is a drought-proof, local water supply Desalination is part of a diverse water supply

portfolio Drought, climate change and increasing

environmental regulation will greatly reduce available water

Desalinating seawater will reduce reliance on other water sources: local groundwater or imported water

Desalination provides a local water supply to protect the local community, quality of life and economy

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EXAMPLES:

Delivering the MessageBe the main source for all project informationCreate a consistent look and feel for all materialsFact sheets and brochures are excellent take home

materialsDon’t forget about social media

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West Basin Municipal Water District – Ocean-Water Desalination

Identify Key Stakeholder Groups

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Elected Officials

Environmental Groups

Media

Regulators

Business Leaders

Agency Employees

Property Owners

Civic Groups

Government AgenciesGeneral Public

Develop Strategies for Stakeholder GroupsStart communicating during the planning phaseContinuity is key – maintain communication during lulls or

constructionCommunicate in all formats/venues – newsletters, websites,

emails, presentations, events and moreBe direct in addressing issues raised by project opponents Keep elected officials, regulators, agency staff informed

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Questions the Public & Stakeholders Will Likely Ask

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Why can’t we just conserve more water?

Have you explored all other supply options or alternatives?

Doesn’t desalination use a lot of energy?

How will you dispose safely of the brine concentrate?

How will it be financed? What is the total cost?

Where else is desalination being used to successfully solve water scarcity?

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Fact Sheet Examples:

Summary of Strategies for Success

Develop an outreach and awareness plan supported by agency and project team members

Conduct community researchAllocate an adequate budget and timeDevelop the project storyTalk early and often to stakeholders and community

groupsTap into renewable power portfoliosKeep elected officials in the loopBe transparent: transparency builds trust

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Example of Successful Outreach Plan

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Thank You

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