By Stacey Isaac Berahzer

During the COVID-19 pandemic we are all grappling to care for ourselves and those we are directly responsible for, yet many of us are also able to reach out to neighbors experiencing job loss and other stressors. If you work in the water industry, then you also have the benefit of knowing that your career directly addresses the pandemic. However, for most people, the water industry is coming into focus for the first time. A well-functioning water utility keeps its assets buried and usually receives little to no media attention. Traditionally, it’s when the utility experiences crisis such as: a financial catastrophe, implementing a large rate increase to address that financial catastrophe, has a spill or boil water advisory that the general public takes note of the water industry. The pandemic has highlighted the important role in public health that this silent yet critical industry plays every day. In the spirit of “let no great crisis go to waste,” how should the water industry leverage the newfound positive attention that the pandemic has delivered?

As the public is experiencing this new appreciation for water service, it’s an important time for the industry to highlight what it needs to keep the service going. For example, some utilities have reported more attention to their #WipesClogPipes campaigns than ever before. With the pandemic’s early toilet paper crises, globally people resorted to the poor substitute of so-called “flushable wipes”. The public saw the harm and responded on social media. Utilities are now able to further demonstrate why they need essential resources for infrastructure to keep these pipes clear and in good repair.

Reaching Customers About Available Assistance

One of the ironies though, is that while people may have become more appreciative of the services water and wastewater utilities provide, many customers are now in a bad position to pay for those services. Job loss and lowered income from the pandemic, coupled with record hurricane and wildfire seasons, mean that more people are unable to pay their bills right now. Many utilities have set up customer assistance programs (CAPs) that help these customers with their water bills. Also, charitable organizations, such as the United Way, offer bill assistance.

Some Georgia utilities have waived late fees, delayed shut offs, and even turned water back on for customers who were not paying their bills; however, the customer had to call to request this. The issue was that customers did not get the message that they had to call to reactivate the service. To address this need for rapid communication with customers, social media is emerging as a relatively low-cost option. A March 2020 article states that “Today, a comprehensive website and an active social media presence are fundamental to a water utility’s ability to reach its customers regarding pressing issues such as rate assistance, bill payment options, capital improvements, and changes in water rates.” Understandably, many utilities used social media to communicate that tap water was safe from COVID-19. Even though it may be relatively low-cost and quick to get set-up, a prudent utility invests the time to develop policies around social media. This includes policies on who can manage the utility accounts and how to deal with customer information before launching a formal social media plan. An article by Matt Wittern and Melissa Elliott recommends that a utility go so far as to “Define the grounds for deleting inappropriate comments and banning repeat offenders, and outline how disagreements and discord will be handled.” Also, the fast response time expected on social media platforms and the inevitable negative feedback that will be received are considerations that a utility should make before embarking on this. When it comes to what format to post content on social media, videos have become a very popular medium and communication tool for utilities to reach their customers.

Internal Communication with Employees

Utility leaders have also found video to be effective in assuaging the concerns of their internal staff. Water professionals want to know that the utility is doing everything feasible to protect their own health. Updates on shift changes, personal protective gear, and other measures are conveniently shared via video, compared to other methods of information distribution. Apart from one-way video communication, some leaders are hosting “town hall” type events so that they can hear the concerns of their staff, and then respond to those concerns.

Soliciting Public Input and Providing Project-Specific Information

In order to proceed with planned water infrastructure projects, funding or environmental review processes often call for public notice and input. With the issue of physical distancing at in-person events, utilities have had to get creative. Online video conferences are one option - posting the link to access the meeting on the utility or local government website is a logical way to get the attention of some would-be commenters. Many organizations are now saying that they plan to continue to offer a virtual way to participate in such meetings, even when the pandemic is over and in person events are safe. However, when utilities offer a virtual option, especially when public input is involved, Kimberly J. Retzlaff recommends that “Enlisting a professional moderator or facilitator can help keep the conversation productive and minimize disruptive or aggressive attendee behavior.”

One utility has gone beyond the virtual option and is still attempting to offer adjusted in-person communication. The project involves a stormwater issue for a neighborhood of about 40 houses. The utility is setting up tents outdoors. It is using a free online tool called SignUpGenius to have residents schedule the time slot that works best, limiting each time slot to 10 sign-ups. (Yes, this app that helped your child’s teacher make sure that only 20 glue sticks or 5 bags of pretzels made it from homes into the classroom can be adapted to a utility!)

 The pandemic is a crisis. But, with any crisis comes an opportunity to grow and improve. The water industry is rising to meet the needs of its customers and as a result are undergirding public trust and appreciation for the valuable and consistent service it provides every day.

This is part of a blog post series funded by the Georgia Environmental Finance Authority (GEFA).

Disclaimer: The opinions of the writers should not be considered legal advice or endorsement by GEFA.