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CAPTIVATE YOUR AUDIENCE ! Ten Easy and Inexpensive Tips to Improve Your CCR by Susan Franklin, Communications Director, Tetra Tech, Inc., Toledo, OH, 734.213.4028, susan.franklin@ttmps.com |
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The Consumer Confidence Report (CCR) rule has been in place for several
years now. You understand the basic requirements, have produced three
annual water quality reports to date, and are starting to think about
your plans for calendar year 2001. Before you make any decisions, take a
look at these easy and inexpensive tips to improve your report.
If you are asking yourself, "Why should I even bother?" consider that AWWA researchers have found that most customers want more information about their drinking water. Knowing this, you can use your CCR as an opportunity to meet your customers’ perceived need for information and increase their confidence in tap water by highlighting your involvement with AWWA and/or the Partnership for Safe Water. If your report demonstrates concern for your customers, you can also gain added support, which becomes invaluable when you are seeking rate increases for capital improvements, and the like. When you hear that consumers are spending $5 billion annually on bottled water, and that a 1999 report from the Natural Resources Defense Council found one-third of tested bottled water had levels of bacteria in violation of USEPA quality standards, it becomes clear that your annual water report is a critical communication tool. For example, the City of Toledo sought to build a positive image from the start. Their annual water quality report focused on a different achievement and introduced a new water system element each year. The report was also kept fresh by changing its appearance annually. In addition, Toledo’s image building campaign was strengthened by the creation of a new water utility logo, brochure, and water bottle. These efforts have led to positive feedback from the community and its leaders, including requests for additional reports from school teachers and local realtors. With this in mind, here are ten simple improvement strategies that anyone can implement: 1. LEAVE BREATHING SPACE - Use headings and pull out quotes to break up lengthy text sections - A two-column format is easier to read than text in one wide column - Consider the next larger paper size (legal, tabloid) for more space 2. USE CREATIVE HEADINGS "Make Every Drop Count" vs. "Water Conservation" "Seven Steps to Pure Water" vs. "Water Treatment Process" "You are an Important Partner" vs. "Public Participation" 3. INCLUDE A MAP - Out of sight, is out of mind. Showing a map of key water supply, treatment and distribution system locations will increase consumers’ awareness of source water protection issues and the level of effort that goes into bringing water to their tap. 4. REMEMBER YOUR AUDIENCE - Write as if you are explaining the concepts for the first time - Spell out all acronyms and strange concepts (what is floc, exactly?) - Ask a layperson to review the report for you; if they don’t understand it, neither will your customers! An English teacher can do double duty by checking spelling and grammar too! 5. IMPROVE THE DEFINITIONS - Give easy to understand explanations - Define all complex terms, such as 90th percentile, not just those required by EPA - Keep definitions close to the table for easy cross-referencing
6. INCLUDE THE KIDS! - Kids can be tomorrow’s informed consumers - Get the kids involved and their parents will pay more attention - Learning Tool: deliver copies to local schools and libraries 7. USE TWO FONTS - For Headings: Use a sans serif ("without fine
lines") font, such as Arial or Impact - For Text Sections: Use a serif font, such as Times New Roman
8. BEWARE OF OVERSIGHTS - Dates not clearly provided - Health effects data not included, when mandated - Missing mandatory language - Spelling errors
9. ADD RELEVANT GRAPHICS - Include your community’s logo, and professional affiliation logos (AWWA, PFSW) - Appropriate clipart can help break the monotony - Use only high-quality, relevant images
10. ADD COLOR AND PHOTOS - This can be done quite inexpensively. Use color paper, if you are copying the report in-house. If you are sending the copying or printing to a service bureau, ask if they have a "Free Color Ink Days" where colored ink (blue) is the same price as black. - For "cheap" photos that still look good, take your original photo to a print shop and ask for a High Resolution Halftone. You can then photocopy the image successfully. - Avoid digital images at all costs. They are meant for electronic use only, not for print. - Print in one or two colors, which is substantially less expensive than full color. IN SUMMARY - KEEP IT SIMPLE - Use only one major graphic per page to minimize distraction - Keep text legible: 11 point minimum - Strive for consistency and improvement - Limit "extraneous" information to one new concept per year - Keep mandatory and voluntary information separate - Consider adding your perspective on "frequently asked questions" Sample reports that exemplify each of these ten strategies can be found on the web at www.ttmps.com/ccr.pdf. You are also invited to contact the author with any questions or for a quick review of your current report. No matter what you choose to do, remember that it is a reflection on your water utility and on the profession as a whole. Take advantage of these ideas to make the most of your CCR! |
