Photo Credit: The International Rice Research InstituteIn the face of California’s crippling drought, public agencies will have to employ wide-ranging strategies and tactics to educate, motivate, enforce, and reinforce messages about drastic water cutbacks.
Their success or failure hinges on how they communicate to diverse audiences about managing water, a precious natural resource. In their dilemma, there are also communications lessons.
On Tuesday, California’s State Water Resources Board said residents used 13.5 percent less water against an April 2013 benchmark. This is a significant improvement over previous months, but it also shows a major gap in achieving the mandatory average 25 percent reduction in urban water use ordered by California Governor Jerry Brown.
The drought has generated thousands of media stories and an unending stream of tweets and posts and sparked intense debate on what needs to be done. Water agencies, city managers, and other local elected officials will have to make major decisions, large and small, about how to urge residents to use much less, and conserve much more, water.
In this highly charged atmosphere, carefully developed communication strategies will be essential to get the public informed and accepting of the solutions required. Organizations will have to engage from the top down at the state level to coordinate messages and from the bottom up at the local level to make relevant, persuasive arguments.
