Advice on Strategic Communications

Aqua Water Supply Corporation

Challenge

Aqua Water Supply Corporation faced mounting pressures at the end of 2009. Externally, competition was intensifying for groundwater supplies. Internally, operational and financial controls were fraying.

A nonprofit cooperative, Aqua was competing against a growing number of for-profit water marketers for groundwater. Aqua's reputation with customer-owners and community residents was suffering as a result of lax internal controls.

A new general manager was brought in to turn around the water coop. He asked Laura Raun Public Relations to formulate a PR plan that would restore Aqua's reputation and increase its influence in the community.

Solution

LRPR quickly formulated a PR plan to bolster Aqua's relationships with employees, customers, the community and elected officials. The plan kicked off with a news release about the new general manager that was carried in the Austin Business Journal and Austin American Statesman, setting up the possibility of follow up articles. LRPR then worked with Aqua to develop key messages and ensure consistency throughout the company Web site, internal and external newsletters and presentations to various audiences.

Results

Aqua is positioned to be a leading water cooperative in Texas as it strengthens community relations, improves customer satisfaction and secures groundwater supplies for the future.

Barton Springs/Edwards Aquifer Groundwater Conservation District

Challenge

The Barton Springs/Edwards Aquifer Groundwater Conservation District realized it was moving into uncharted territory when drought conditions already were critical at the beginning of the summer – the hottest and driest time of year. In 2009 Central Texas was suffering one of the worst droughts in 50 years, and the peak season for water usage was just starting. The district’s board of directors felt a response was needed before conditions worsened – to an extreme drought, or even emergency conditions. New district rules were proposed in case those conditions materialized.  

Solution

The Barton Springs/Edwards Aquifer Groundwater Conservation asked LRPR to plan a drought awareness campaign to inform water users about the severity of the drought; how they could save water; and why new district rules were needed. The campaign kicked off with two town hall meetings, including a Q&A period facilitated by Laura Raun, and the creation of a policy advisory committee. Additional components of the campaign are still being developed, as of June 2009.

Results

The drought awareness campaign kicked off in June 2009. Results will be reported as they become available.

North Plains Groundwater Conservation District

Challenge

In 2009 water marketer T. Boone Pickens challenged the North Plains Groundwater Conservation District's goal for the amount of stored groundwater that must remain in 50 years, known as Desired Future Conditions.

The North Plains GCD knew it was up against a well-funded opponent in the dispute, which was a statutory petition filed with the Texas Water Development Board.

The District was aware that it had to tell its story clearly and credibly - not only in the petition process, but also in the role of public education.

Solution

The District asked LRPR to provide media and presentation training for its management and board of directors, to enable them to better educate constituents. Training was geared to the DFC petition and implications of the legal challenge. LRPR helped the District develop a compelling presentation and deliver it with greater effect.

Results

The North Plains GCD prevailed in the statutory challenge to its DFC.