Development of Public Communication Toolkit for
Desalination Projects (WateReuse-12-02)
Today’s Presentation
 Why develop a toolkit?
 What’s in it?
 How to use the toolkit
 Communicating about desalination
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Why Develop a Communication Toolkit?
 Desalination often considered a sustainable water source
 But…any new water project can face opposition
 Robust public outreach programs:
 Build trust
 Elicit stakeholder input
 Contribute to understanding and support
 Toolkit = A roadmap to craft project specific outreach
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Key Research Findings
 Every desalination project is unique
 Water supply situation
 Political climate
 Regulatory environment
 Tailor outreach efforts/communication plan to a specific
project
 Communication must be consistent/ongoing
 Include all stakeholders
 Inform supporters, critics, elected officials, public in all
phases
 Transparency builds trust
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In-Depth Interviews
 Information gathered from 12 water purveyors
 All interviewees had some level of experience with
desalination projects: planning, environmental,
operational project aspects
 Advice on what works/doesn’t work
 Ideas for successful outreach activities
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Toolkit Contents
 Strategic outreach and awareness plan template
 Informational materials: FAQ, glossary and sample fact
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sheets
Video in English and Spanish
Why it is important to communicate about desalination
Link libraries: print and video
In-depth interview report
Triple bottom line benefits of a desalination project
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Using the Toolkit
 Sample informational materials
 How to develop “your own materials”
 What should be included
 FAQ and glossary only need specific project information
 Links to agencies that have desalination projects
 Video provides basic information about desalination
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Link Libraries
 Both print materials and videos included
 Includes websites, reports, handouts, publications,
journals, news stories
 Broad sampling of information – not definitive
 Starting point for staffer who needs to develop or
implement an outreach plan
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Communicating About Desalination
Developing/delivering messages
are the heart of strategic
outreach and awareness
program
• Deliver the right messages
• At the right time
• In the right context
• To the right people
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The Challenges of Desalination
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Most common questions:
Energy usage
Brine concentrate disposal
Impacts to marine life
Cost
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Developing Effective Messages is Crucial
 Tailor outreach efforts to specific projects
 Each community or region’s water supply situation,
political climate, and regulatory environment are unique to
their location
 Place proposed desalination project in larger context of
meeting long-term water supply needs
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Strategic Outreach and Awareness Plan
Initial Steps:
 Identify your communication
goal/objectives
 Conduct community research:
(surveys, interviews, focus
groups)
 Develop your key messages and
strategies and outreach activities to help you
achieve your communication goal/objectives
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Strategic Outreach and Awareness Plan
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Telling Your Project Story
 Develop your project story
 Answer these types of questions:
 What is purpose/need for project?
 What are alternatives?
 Describe project specific issues:
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Where will the water be used?
What are the benefits of the project?
How much will it cost and when will it be complete?
 Include key messages in your comprehensive outreach
program
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Developing Key Messages for Outreach
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Developing Key Messages for Outreach
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Desalination is a drought-proof, local water supply
Desalination is part of a diverse water supply portfolio
Drought, climate change and increasing environmental
regulation will greatly reduce available water
Desalinating seawater will reduce reliance on other water
sources: local groundwater or imported water
Desalination provides a local water supply to protect the local
community, quality of life and economy
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Delivering the Message
 Be the main source for all project information
 Create a consistent look and feel for all materials
 Fact sheets and brochures are excellent take home materials
 Don’t forget about social media
West Basin Municipal Water District – Ocean-Water Desalination
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Identify Key Stakeholder Groups
General Public
Environmental Groups
Elected Officials
Media
Civic Groups
Government Agencies
Business Leaders
Regulators
Property Owners
Agency Employees
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Develop Strategies for Stakeholder Groups
 Start communicating during the planning phase
 Continuity is key – maintain communication during lulls or construction
 Communicate in all formats/venues – newsletters, websites, emails,
presentations, events and more
 Be direct in addressing issues raised by project opponents
 Keep elected officials, regulators, agency staff informed
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Questions the Public & Stakeholders Will Likely Ask
Why can’t we just conserve more water?
Have you explored all other supply options or alternatives?
Doesn’t desalination use a lot of energy?
How will you dispose safely of the brine concentrate?
How will it be financed? What is the total cost?
Where else is desalination being used to successfully solve water
scarcity?
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Fact Sheet Examples:
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Summary of Strategies for Success
 Develop an outreach and awareness plan supported by agency
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and project team members
Conduct community research
Allocate an adequate budget and time
Develop the project story
Talk early and often to stakeholders and community groups
Tap into renewable power portfolios
Keep elected officials in the loop
Be transparent: transparency builds trust
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Example of Successful Outreach Plan
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Thank You
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