CAMPAIGNS: CRISIS MANAGEMENT; NWW plugs up water wastage’

Client: North West Water PR team: In-house Campaign: Drought Communications Timing: June 1995 - ongoing Cost: Overall budget pounds 600,000( pounds 50,000 for PR activities)

Client: North West Water

PR team: In-house

Campaign: Drought Communications

Timing: June 1995 - ongoing

Cost: Overall budget pounds 600,000( pounds 50,000 for PR activities)



An exceptionally hot, dry summer in 1995 resulted in water shortages

throughout the country, not least in the normally damp North West. In

ten months Manchester had less rain than Madrid, Rome or Athens.

Escalating complaints about water shortages in the North West coincided

with increased profits for North West Water following the purchase of

electricity group Norweb and claims about super-efficiency. In the face

of a second year of shortages the water company has pledged to keep

domestic taps running.



Objectives



To set customer expectations by explaining the weather situation and the

consequences of this; to explain what NWW is doing to overcome the

situation and to encourage customers to save water.



Tactics



Andy Hewitt, NWW communications manager and corporate communications

manager, John Drummond first launched a public awareness campaign in

June last year, followed by a hosepipe ban in August.



To date NWW has put out 40 press releases, two TV commercials, six radio

commercials, 16 press advertisements and held four press conferences.

Six door-to-door mailings have gone to around 60,000 homes where

supplies have run particularly low, and opinion formers, such as MPs and

council leaders, have been targeted with four mailings.



Research has been key in determining actions. A 70 per cent positive

response to metering for high water users, and a 79 per cent agreement

that a hosepipe ban be kept in force, led to the policies being

introduced at press conference on 9 February, without negative press

reaction.



On 1 April this year, NWW launched a leak line and a free repair service

in response to criticisms that NWW has one of the worst leakage records

in the country. More recently a request line has been set up so

customers can request a guide on how to save water, a press conference

on gardening is planned for the gardening season, and a mobile visitor

centre will be located at county shows. Another TV commercial was

launched on air on 13 May. Endorsement is also used where possible.

‘We’re not weather experts, so it’s far better for the Met Office to say

what the trend is, and we’ll use a respected head gardener for the

gardening press conference,’ says Hewitt. ‘Using third parties to

comment and give advice is far more effective than if we did this

ourselves,’ he adds.



Results



Two waves of press and radio advertising in August brought drops in

demand for water of 7.3 per cent and 10.9 per cent and September and

October saw falls in demand of 3.4 per cent and four per cent.



Customer recognition that the weather is the main cause of the water

shortages has risen by 32 per cent during the course of the campaign. 84

per cent say they are making some effort to save water, and 25 per cent

that they are making a great effort.



Verdict



Early day efforts drew condemnation from the press and regulatory

authorities. Anthony Goldstone, chairman of the customer services

committee of North West Ofwat, criticised the company for ‘living on a

wing and a prayer, hoping things would get better’.



The National Rivers Authority also reproached NWW for doing ‘too little,

too late’, failing to call on additional supplies and introducing the

hosepipe ban too late. But it has welcomed more recent attempts to cut

demand and NWW’s contingency plans for a dry summer ahead.



As the communications campaign gained momentum over the last few months,

it has successfully cut consumption, and shifted at least some of the

blame from NWW shoulders onto natural causes. In recognition the

campaign was awarded a certificate of excellence in the crisis

management category at this week’s IPR Sword of Excellence awards.



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