Engaging Stakeholders

Good communication is the key to success in everything a utility is trying to accomplish.  

Tailoring your communication to the listening of your audience is the key to effective communication. It is very important to understand that others may perceive the world differently than you do; that their understanding of what is happening may be different from yours; and, most importantly, that what is meaningful and important to them may be very different from what is meaningful and important to you. Communication based on this principle establishes a partnership between your utility and the stakeholders involved. 

Stakeholders are the people who are actively involved and affected by utility projects. Click on the image below to learn about the different types:

Images retrieved from: stock.adobe.com

If it can be said that communication is the key to success, then it can also be said that lack of communication is often the reason for lack of success. In the case of Asset Management, the real key to success is the involvement and enrollment of everyone who has a stake in the process, be it the mayor, the meter reader, or the customer at the farthest end of the line. And the key to this “buy-in” is effective communication. 

Community engagement and support should be part of any project beginning in the planning and design phases. The community needs to understand what will change and then what to expect from the new project in the future. For green infrastructure, communicating when and how the infrastructure will be maintained reduces the possibility for complaints after the project is in service.  

• Local partnerships can help overcome public resistance.  

• Education and outreach can include signage and flyers or other printed materials that inform the community about how the facilities are functioning and the multiple benefits they bring 

• To scale images of the what the final product will look like are great ways to reach out to the community 

• Inviting the community to be involved (and possibly offering donuts) is also a useful outreach tool. 

There are two main types of communication: Internal and External. Different information and different outreach and engagement methods are used depending on the type of communication. For example, for external communication a website or pamphlet may be ideal. For internal communication, an email or memo might be more effective. You must consider the audience and the information to determine the ideal method of communication.  

Internal Communications 

Communication up and down the chain of command within your organization and across different departments within the system and other municipal departments is essential for capital improvement planning and general community development planning. Internal communication is often direct and informal and usually contains very specific and detailed information. Defining internal communication is up to your utility. Consider which stakeholders may be involved with daily operations and what those groups may need to know and how they may need to be involved. 

Governing bodies may be considered internal because they are directly related to the community; however, they may not be aware of the day-to-day efforts it takes to operate a utility. Consider what governing bodies need to know and how to keep them informed and updated. 

Clearly communicating the Level of Service benefits for a new project and using a Triple Bottom Line Analysis to evaluate all the costs and benefits for a project are important for a system to be confident they are making the best choice for their customers and community. 

External Communications  

Communication with the entire community served by the utility is usually broader and often focuses on benefits and positive impacts. External communications can also inform people of delays and temporary shut-offs to ensure consistent and transparent communication with the community.  

Oftentimes, community stakeholders are not well versed in the inner workings of utility operations and will need to have important ideas and facts conveyed in terms that are meaningful to them. It is not important for your customers to understand the specifications for new sewer lines. It is important for them to understand the need for the lines, the impact of the project on their rates and how the installation will affect them. 

Communicating Green and Gray Infrastructure Projects 

Green infrastructure and gray infrastructure need to be discussed on equal footing. Oftentimes, gray infrastructure project costs only look at capital costs, while green infrastructure project cost discussions include capital costs and maintenance costs. The reality is that all infrastructure, green and gray, will have capital costs, operations costs, maintenance costs, repair costs, and replacement costs. The full life cycle analysis should be used regardless of what type of infrastructure is being considered. It is also important to realize that most projects include contingencies. Very few projects require no changes to the design once construction starts. However better planning upfront, as well as involving operations and maintenance staff in the design and planning phases, can reduce the needs for these change orders.

Bring your case to your stakeholders – Jim Smith, Director, Infrastructure Planning, Louisville Water Company, Louisville, KY