COMMUNICATING WITH STAKEHOLDERS THROUGH CYBERSPACE

摘要

Most public agencies now have an internet presence, knowing that it’s a necessary tool in the 21st century for communicating general information to customers and area residents. But how does a public agency use its Web site to effectively communicate a new project, program or study to stakeholders, interest groups, agency customers and the general public? And even more challenging, how does an agency keep visitors coming back to the Web site to learn more as the project develops and progresses? Public affairs best practices emphasize the importance of communicating with the public about a construction project, program or study. An informed public with frequent opportunities to offer feedback means less likelihood of last-minute roadblocks to a project. For an effective communications effort, agencies must now include Web-based and e-mail communications in addition to traditional written brochures and newsletters. One example of Web-based communication is the Web site developed as part of the public outreach effort of the City of San Diego Water Department’s Water Reuse Study (Study). Faced with a possible 25% shortfall of available water supplies to match anticipated population needs in 2030, the Study researched six ways to use more recycled water in the City produced by the City’s two water reclamation plants. One Study option was indirect potable reuse, which would add highly treated recycled water to the City’s drinking water reservoirs, with ultimate delivery to customers’ taps. Explaining the technology behind the advanced water treatment needed for this use was extremely important to address the potential negative public perception. The new Web site provided in-depth information on the Study, the six water reuse options and basic background information on recycled water. An extensive Study stakeholder group and contact list was developed and frequent e-mail communications kept them informed and involved with Study activities. Links to new material on the Web site were part of the coordinated e-mail correspondence to the stakeholder group. The Water Reuse Study’s public outreach activities began in 2004 and continued to mid-2006.