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BROADEN PUBLIC OUTREACH WITH ADVERTISING

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In the old days, it was not considered to be in the best interest of public agencies to promote themselves through paid advertising. It was even thought to be a waste of taxpayer money. In today's media market and in the interest of good public relations, however, this opinion has changed.

Newspapers today are willing to create “Special Sections” for the specific purpose of promoting our agencies and services. In many areas of the country the issues of water quality and wastewater treatment are extremely topical. Newspapers today are willing to create special sections like Earth Day, Water Awareness Month and Anti-Pollution Week to educate their readers and the citizens our agencies serve.

By participant in special sections through paid advertising, your agency can promote itself without the influence of editorial. Special sections are a great way to describe agency activities and promote agency accomplishments. Remember, headlines never read “Treatment Plant Ran Swell Yesterday” unless it is your own headline in your own agency's advertisement.

Wastewater treatment facilities are extremely important in the overall infrastructure and vital to good environmental and public health. Educating the public about what your agency does and what it does well is not only good public policy, it's necessary in today's media environment. Attend this seminar and learn how to use this new tool, the “Special Section,” to effectively broaden public outreach.
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Document Type: Research Article

Publication date: 2000-01-01

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  • Proceedings of the Water Environment Federation is an archive of papers published in the proceedings of the annual Water Environment Federation® Technical Exhibition and Conference (WEFTEC® ) and specialty conferences held since the year 2000. These proceedings are not peer reviewed.

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