Public Perceptions and the Value of Indirect Potable Reuse

1
Public Perceptions and the Value of Indirect
Potable Reuse

• Urban Water Research Center Seminar
• October 2003

Presented By John Ruetten Resource Trends,
Inc. Marketing Environmental Enhancement
2
The Problem

• Value Problems with Projects
• Not a Technical Problem
• Related to the Value of the Project and How it
  Will Be Perceived
• Cost/Engineering Mentality
• Versus Value-Based Thinking
• Reflected in Our Communications
• Yuck Factor
• Toilet to Tap
• Physical Source/Quality Connection
• What/Who is the Source of Quality?

3
Two Fundamental Principles

• The Utility Must Create (Define) the Value of the
  Project
• The Elements of Value
• The Utility Must Be Trusted to Manage the Project
• An Agreement About Values

4
Getting Smarter!

• WateReuse Foundation Project Addressing Public
  Perceptions of Indirect Potable Reuse
• Developed Best Practices for Managing Projects
• Case Study Review
• 18 Months of Focus
• Other Resource Trends Work with Public Utilities
• Marketing of Organic Resources
• Value and Perceptions of Tap Water
• Trust and Water Quality Confidence

5
Trust and Values

• What Are Values?
• Interests, Beliefs, Points of View.or
• Commitment to Something Specific by a Person or
  Other Identity
• Answers Why We Act the Way We Do!
• Trust Comes From an Agreement About Values
• Values and Actions Must Be Integrated
• Science, Data and Regulations are Poor Tools for
  Fostering Trust
• Formula for Fostering Trust
• Clearly Define the Identity - Whos Values are
  They?
• Have a Dialogue - Collaborate!
• State Specific Values in the Form of Commitments
• Develop Value Activities (Actions) that Relate
  Directly to Your Values

6
Elements of Value

• Elements Always Relate to Customers
• Community or Region
• Rate Payers

Every Dialogue About Value Centers Around These
Issues
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The Problem We Are Solving

• The Nature and Magnitude of the Problem
  Influences.
• Urgency - How Fast You Will Act to Solve the
  Problem
• Cost Effectiveness - How Much You are Willing to
  Pay to Solve
• Risk Tolerance - How Much Risk You are Willing to
  Take
• Indirect Potable Reuse Problems
• Water Supply Diversity/Reliability
• Groundwater Protection
• Watershed Quality Problems
• Wastewater Disposal Capacity

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Alternatives

• Must Understand Early How Indirect Potable Reuse
  Will Stack Up Against Alternatives
• Conservation
• Water Transfers
• Storage Projects
• Non-Potable Reuse
• Seawater Desalination
• Costs/Watershed Characteristics Will Determine
  What is on the Table
• Failure to Manage Risk Perceptions and Water
  Quality Confidence..
• Positions IPR as the Last Choice Option of Last
  Resort

9
Risks

• Cant Allow Risks to Take Center Stage
• Risks
• Financial Risks
• Public Perception Risks
• Water Quality Confidence
• Trusting the Sponsoring Utility
• Utility - Must Be the Trusted Source of Quality
• Break the Source Quality Connection
• Utilities Values, Diligence and Investment
  Determine Quality
• Clearly State Values - Commitment to Improvement
• Share Information on Processes and Actions that
  Reflect Values
• Treatment, Redundancy,Testing, Response to Water
  Quality Events and Commitment to Increasing
  Knowledge

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Identity/Brand

• How Will Key Audiences Boil Down Their
  Perceptions?
• Are Things Getting Better or Worse?
• Toilet to Tap or Utility as the Source of
  Quality?

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Major Lessons

• Managing Perceptions of Indirect Potable Reuse is
  Not Like Rolling the Dice
• Understanding Value and Trust
• Following Best Practices
• Public Relations Cannot Overcome a Weak Value
  Strategy
• Waste Quality
• Simple Ideas of Value (Or Issues) Will Cause a
  Project to Be Accepted or Opposed.
• Improvement? Water Quality Confidence?
• Decision Makers - Understand the Value Issues?
• Leadership and Relationships?

Perception is Reality!
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Indirect Potable ReuseThe Path To Higher Quality?

• Addresses the Source Quality Mis-Perception
• Most Potable Sources Impacted by Contaminants
• Wastewater Discharge
• Contamination Due to Run-Off
• Outs the Major Water Quality Issues
• Emerging Contaminants
• Salt Problems
• Different than Non-Potable Reuse