1. Pure: Water Public Relations Proposal
Encina Wastewater Authority
By: Yasemin Bilge, Lauren Brown, Logan Burns, Kelly Hillock, Natalie Mason,
Emily Mosbrucker, Lauren Spinelli and Casady Williams
Fall 2014 – Dr. Kaye Sweetser
2. Table of Contents
Introduction 1
Situation Analysis 1
History 1
Competitors 5
Internal and External Factors 5
Content Analysis 6
SWOT Analysis 7
Problem Statement 8
Definition of Publics 8
Formative Research 11
Goals and Objectives 12
Message 12
Response to Media Queries 13
Strategies and Tactics 14
Budget 17
Summative Research 20
Recommendations 20
Conclusion 20
Appendices 22
3. Introduction
The Encina Wastewater Authority (EWA) is a joint public authority owned by the Cities of Vista, Carlsbad
and Encinitas, as well as the Vallecitos Water District, the Buena Sanitation District and the Leucadia
Wastewater District. EWA provides wastewater treatment services to 300,000 residents in a 125 square
mile service area in the Northwestern San Diego County.
Each day, EWA deposits 22 million gallons of wastewater in the Pacific Ocean that could be recycled back
into San Diego’s drinkable water supply. EWA is currently developing a billion dollar Advanced Water
Treatment plant that would process wastewater to drinking water.
Researchers at University of California, Davis (UCD) have found that if not addressed, the drought could
end up costing Californians over $2.2 billion and the loss of 17,000 jobs1. While the construction costs of
the plant would be passed onto to San Diego residents in the form of an increase in water bills and will
inconvenience bill payers in San Diego, the reduction in California’s statewide water deficit will help to delay
the large scale economic and environmental effects of the drought.
Situational Analysis
History
San Diego has been a California leader in water conservation and water recycling for over 50 years.
However, most of our city’s motivation to implement a solution is out of necessity, not proactivity. In 1959,
Padre Municipal Dam was the first San Diego facility to utilize direct water reuse. At the time, direct water
reuse was only considered suitable for irrigation and landscaping consumers like Santee Lakes. Then in
1996, California state health regulators approved the safety of direct water reuse. Two years later, the
National Research Council also recognized it as a valid and safe form of water recycling. Despite the
approval of health officials, direct water reuse has taken small steps on the legislation path.
Over the past two decades, the Encina Wastewater
Authority has promoted and advocated for direct
water reuse. Their efforts, along with other San Diego
1
4. water authorities, pushed Governor Jerry Brown to sign state Senate Bill 322 in 2013, which researched
San Diego’s capability to implement direct water reuse into society. Furthermore, on Nov. 4, Proposition 1
passed in California midterm elections. Prop 1 will provide $725 million for water recycling initiatives across
California, such as Pure: Water San Diego. With this additional support, Pure: Water SD will be able to
carry out its 20-year program and provide San Diego with an effective solution to its water crisis.
In 1977, St. Petersburg, Florida built the first large urban water reuse system in the U.S. to combat
increasing populations and limited water supply. In 2005, the state of Florida issued a report, “Water
Reuse: Regulatory and Safety Perspectives,” where the Florida Department of Environmental Protection
indicated the state experienced forty years of water reuse with no illnesses. Over the past thirty years,
reclaimed water has been utilized for toilet flushing, landscape irrigation and drinking water augmentation2.
The 1987 Clean Water Act Amendments created the Clean Water State Revolving Fund (CWSRF) to
replace Construction Grants program. The CWSRF is a loan program that provides low-cost financing to
eligible entities within state and tribal lands for water quality projects including all types of nonpoint source,
watershed protection or restoration, estuary management projects and more traditional municipal
wastewater treatment projects.
Under the CWSRF program, Environmental Protection Agency (EPA) Region 9 provides grants to the
states of Arizona, California, Hawaii and Nevada to capitalize individual state CWSRFs. The programs are
managed by the states, and loans or other types of assistance for projects are distributed according to each
state’s program and priorities. Every year Congress appropriates funds that EPA distributes among the
states.
The 1996 Safe Drinking Water Act (SDWA) Amendments created the Drinking Water State Revolving Fund
(DWSRF). The DWSRF is a loan program that provides low-cost financing to eligible entities within the
state and tribal lands for public and private water systems infrastructure projects needed to achieve or to
maintain compliance with SDWA requirements and to
protect public health.
Small water systems and disadvantaged communities
are given higher funding priority.
2
5. Under the DWSRF program, EPA Region 9 provides grants to the states of Arizona, California, Hawaii and
Nevada to capitalize individual state DWSRFs. The program is managed by the states, and loans or other
types of assistance for drinking water projects are distributed according to each state’s program and
priorities. Every year Congress appropriates funds that EPA distributes among the states. States have the
flexibility to set aside a portion of their capitalization grant to fund SDWA programs such as the Public
Water System Supervision, Source Water Protection (including loans for land acquisition and conservation
easements), capacity development and wellhead protection.
In the last 26 years, the U.S. EPA provided over $366M in funding for Nevada water projects, according to
EPA’s Regional Administrator for the Pacific Southwest. These investments at the federal level help
communities throughout the state meet basic needs for clean, safe drinking water and proper wastewater
treatment. The funds are used for a wide variety of water quality projects including watershed protection
and restoration, water and energy efficiency, wastewater reclamation, and traditional municipal wastewater
treatment systems including nonpoint source pollution control. The funds also support drinking water
infrastructure, as well as drinking water plant operator training and technical assistance. The EPA’s Pacific
Southwest Region administers and enforces federal environmental laws in Arizona, California, Hawaii,
Nevada, the Pacific Islands and 148 tribal nations – home to over 48 million people.
Water reclamation has a relatively short and one-dimensional history in the U.S. However, in other
countries, water reclamation has experienced growth beyond irrigation purposes. For instance, Singapore
launched a program in 2013, called NEWater. NEWater filters sewage water to be used primarily in
factories. Additionally, the program bottles its own water to be passed out at community events to increase
awareness about its cause. In 2013, this program supplied one-third of Singapore's water supply.
Additionally, Australia has implemented the use of
recycled water for drinking. Australia’s recycled water
processes differ from most established approaches,
because they use a direct potable reuse system
(DPR). The DPR approach takes away the
“environmental buffer” that indirect potable reuse (IPR)
3
6. systems use. With DPR water goes directly from the treatment plant to the consumers. There are four
objectives in the water in the water treatment process to ensure that consumers get high quality water:
remove suspended solids remaining from conventional wastewater treatment, reduce the concentration of
dissolved substances, disinfection and stabilization of treated water3. Countries with developed or
developing water reuse programs now serve as an inspiration for the U.S. to implement water reuse
programs to sustain its water supply.
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7. Competitors
EWA does not have traditional competitors, due to the fact consumers can only purchase water from it.
Although the Orange County Water District (OCWD) does not provide water to the same municipalities, it
provides a model framework for creating support among publics of the use of advanced water treatment
and recycled water.
Internal Factors
A company’s internal factors look at its communication between employees and management as well as its
structural organization. Based on the EWA website, EWA operates as an open system, yet its
communication is neither clear nor easy to access as a regular consumer. Without a full-time employee
dedicated to EWA’s communication, it fails to remain an expert on recycled water for its publics.
Additionally, EWA’s biggest internal factor is its budget. This factor presents a limitation for implementing its
messaging, yet by strategically utilizing the available funding, EWA can accomplish its goals.
External Factors
A company’s external factors focus on its publics’ opinions and any outside sources helping or hindering
the organization. As a government auxiliary, EWA’s stakeholders would be its constituents. The residents
of San Diego North County pay taxes and water bills for the use of its services. Therefore, these residents
have a direct interest in the way their dollars are being used.
The “toilet to tap” slogan and ideology has been detrimental to the public’s opinion for water reuse. It
presents a negative perception for the public and disallows the public to fully understand the issue.
However, there has been a recent gain in public understanding. The San Diego City Council recently
passed “plans to recycle sewage into drinking water”4. The City Council’s unanimous decision marks a shift
in public and government knowledge and creates a better climate for EWA to move forward with its
campaign.
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8. Content Analysis
Secondary research was done by coding 78 articles. These articles were collected by searching Google
News and other online news databases for terms such as “recycled water”, "purple water," "reclaimed
water" and "recycled tap water,” among others. Some articles included foreign English-language coverage.
The coding categories were inductively created based on media coverage. They were exhaustive and
mutually exclusive. The categories covered recycled water uses, reasons for use and likelihood of use.
Furthermore, categories reviewed geographic areas, terms (purple water, reclaimed water, etc.), sources
quoted, and any parties in support of recycled water. See appendix for further statistical analysis.
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10. Problem Statement
Every day, San Diegans use over 168 million gallons of water, of which 80-90 percent is imported. Although
San Diego is aiming to reduce its water use by 20 percent by 2020, San Diegans still need a more long-
term solution to our water shortage. If a solution is not found, there will be large-scale detrimental economic
and environmental effects.
Publics
According to our formative research, 70.8 percent of water utility users and emerging generations are
aware of the EWA recycled water efforts. However, there are latent publics within the community. The
latent publics are unaware of the recycled water process and have a lack of knowledge on the process. The
goal is to make the latent publics see that advanced water treatment is the best solution to eliminate the
San Diego drought problem. The aware publics are conscious and knowledgeable about the process but
they do not participate in change efforts or communicate with others about the situation. The active publics
advocate for the issue of recycled water but are needed to educate latent publics and help move aware
publics to become active participants in the push for advanced water treatment.
The aware and knowledgeable water utility users in San Diego can directly affect the EWA recycling efforts
because they are registered voters in California, can vote on Prop. 1, and are taxpayers in the county. The
emerging generations (citizens of the San Diego county who are under 18) in the San Diego County are
directly affected by the EWA because in a county-wide drought, things need to be changed in order to
protect future generations and sustain the quality of life for San Diegans.
In order to reach opinion leaders, town halls, mayors and political influencers in the community, the
channels most popular to each demographic should be used. Older, more educated individuals, such as
opinion leaders, use traditional news sources.
Bills-payers and taxpayers in the community,
specifically older publics, can be reached through
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11. inserts in the water bill envelopes every month to make sure each community member receives one. The
younger publics, emerging generations, can be more easily reached through social media. In the older
demographic of bill-payers, only 20 percent use new technology to watch online videos. Nine in ten 18-to-
29-year-olds (90 percent) watch online videos, compared with 80 percent of 30-to-49-year-olds, 49 percent
of 50-to-64-year-olds and just 20 percent of those 65 or older, according to Pew Research Center.
Registered voters in the community need to become aware publics in order to be active publics and vote
and make decisions regarding the implementation of recycled water. These publics tend to be more
educated in the community, 64 percent of these publics had bachelor’s degrees or higher. The best way to
reach them using social media would be YouTube. However, according to Pew Research Center, they are
more likely to consume cable news. If these publics are not reached using social media, they can be
reached using TV news outlets.
The emerging generations in San Diego need to become aware and need to be educated on how to be
active and what avenues to pursue to become active. Twitter news consumers stand out as younger, more
mobile and more educated. 45 percent of Twitter news consumers are 18-29 years old and a core function
of Twitter is passing along pieces of information as the story develops, according to Pew Research Center.
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13. Formative Research
The survey was administered orally to a nonprobability sample of approximately 400 people in public
places around San Diego. It contained questions on the participant’s perceived knowledge, attitude and
behavior toward recycled drinking water options in San Diego. The average age of the participants was 33.
The female and male participation rate was relatively even, 53.8 percent of the participants were female
while 46.3 percent were male. Many people had previous knowledge of recycled water. The survey showed
that 70.8 percent of people had heard of recycled water previously. Of the sample, 78.3 percent were
registered to vote. Nearly all of the people surveyed, 96.8 percent, use utilities in their homes, and in the
past month, 68.8 percent said they used water at the average rate; 18.8 percent used less than average;
and 11 percent used more than average.
The knowledge portion of the survey examined how knowledgeable the participants felt about recycled
water, and where they got their information. This was measured using 11 statements which respondents
indicated their agreement or disagreement with each statement on a 5-point scale. A one represented that
the respondent strongly disagreed, while a five represented that they strongly agreed. A knowledge index
was created by adding responses from all 11 statements ranging from 11 to 55. An 11 represented a
participant answering one to all the statements, and a 55 answering five to all statements. The survey
showed a knowledge index of 27. This means that the respondents were slightly lower than neutral. As far
as where the respondents got their information, the most popular mode of knowledge was through news
and media outlets. When asked if they recently heard a lot of new options for how San Diego gets its
drinking water, the respondents answered slightly lower than neutral, meaning most have not heard any
new information. The survey also showed that new information participants hear about recycled drinking
water is not likely to changed their existing opinions.
Attitude was measured three in different ways: attitude toward recycled drinking water, attitude toward
social responsibility of drinking recycled water and risks associated with recycled drinking water. The
survey outcomes were optimistic. Survey results
showed that people’s attitudes were slightly higher
than neutral toward recycled drinking water. The
survey showed that the respondents answered a
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14. mean of approximately 3.8 out of five when asked about the social responsibility of recycled drinking, and
the contributions of recycled drinking water to society. The survey also showed that people were concerned
about the risks of recycled drinking water. While the survey showed that most people agreed that recycled
drinking water will help decrease San Diego’s water shortage, when asked about the risks associated with
recycled drinking water the mean answer was a 3.1, indicating that respondents are concerned about the
risks associated with recycled drinking water.
Behavior was measured by three items that examined whether or not respondents were likely to use
recycled drinking water if they had access to it. The survey found that behavioral intention to use recycled
drinking water was slightly more positive than neutral. If San Diego was to offer recycled drinking water to
its residents, the survey found the average answer to the statement, “it is possible for me to use recycled
drinking water in San Diego,” was a 4.05 out of five possible points. This shows that if provided with
recycled drinking water, many residents would be willing to use it. When asked if there is a chance that they
would use the drinking water the mean answer was a 3.83 out of five, which is above neutral, indicating that
there is a strong possibility that respondents would use recycled drinking water.
Goals and Objectives
Improve Public Knowledge
• To increase the Knowledge Index from 27 to 32 (ten points above the middle point in the range) or
by 11 percent over a six-month period.
Improve Public Attitude
• To increase the Attitude Index from 58 percent to 78 percent (65 points above current point in the
range) or by 17 percent over a six-month period.
Improve Public Behavior
• To increase the Behavior Index from 3.67 to 4 (1 point below maximum point in the range) or by 6
percent over a six-month period.
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15. Message
Each defined target demographic of the EWA will receive the same message. However, it will be tailored
differently to fit each publics’ specific needs.
• Advanced water treatment is the best solution to eliminating San Diego’s drought problems.
o Opinion Leaders: It is important to inform San Diegans about San Diego’s drought and
advanced water treatment.
o Taxpayers and Voters: Although it will have short term hindrances, water conservation and
advanced water treatment will eventually reduce the water shortage in the San Diego
County.
o Emerging Generation: We must take action to reduce the drought to improve quality of life.
Recycling water will greatly reduce the water deficit.
Response to Media Queries
• What is the Encina Wastewater Authority?
o EWA is a public joint powers authority owned by six agencies (the Cities of Vista, Carlsbad and
Encinitas, as well as the Vallecitos Water District, the Buena Sanitation District and the
Leucadia Wastewater District), which provides wastewater treatment services in Northwestern
San Diego County.
• How many residents are served by the EWA?
o The service area encompasses a population of approximately 300,000 residents. Households?
• How large is the EWA service area?
o The EWA service area covers a 125 square mile area.
• Can I take a tour of the EWA facilities?
o EWA offers facility tours to the public. To arrange a tour, contact Operations Department staff
at (760) 438-3941.
• What federal agencies oversee the EWA?
o At the federal level, the Environmental Protection Agency oversees the EWA.
• What California state agencies oversee the
EWA?
o At the state level, the California State
Water Resources Control Board, the
California Department of Health Services
13
16. and the Department of Toxic Substances Control oversee the EWA.
• What local agencies oversee the EWA?
o At the local level, the San Diego Regional Water Quality Control Board and the San Diego
County Hazardous Materials Division oversee the EWA.
• Where can I find reports and public information regarding the EWA?
o Additional information regarding the EWA can be found on their website at
http://www.encinajpa.com/Home/PublicInformation.aspx.
Strategies and Tactics
NGO Partnerships and Sponsors
To reach all publics, EWA can form partnerships with non-profit organizations in the San Diego County that
are dedicated to water conservation.
• Rise Above Plastics
o In partnership with the San Diego Surfrider Foundation is a program aimed to reduce the
impacts of plastic on the marine environment. At three locations around San Diego, the
foundation will be passing out reusable grocery bags and sharing information on
eliminating plastics from our lifestyle. The EWA can advocate for the reduction of plastics
and share information on recycled water by passing out reusable water bottles and
providing recycled water stations. An EWA representative can also share information on
the future of San Diego’s water supply and why recycled water is the best solution.
• Paddle for Clean Water
o The San Diego Surfrider Foundation hosts an annual surf competition promoting water
conservation and coastal cleanliness. The EWA has the opportunity to sponsor this event
and provide an information booth on the beach. Every year hundreds of San Diegans visit
the competition for music, surf, yoga and guest speakers. An information booth with
recycled water stations or reusable
Pure: Water Initiative water bottles
provided by an EWA representative
would promote the program to active
publics.
14
17. • Event Schedule for NGO events:
o December 13th, 2014 - Rise Above Plastics partnership with San Diego Surfrider
Foundation
o September 23rd, 2015 - Paddle for Clean Water partnership with San Diego Surfrider
Foundation
Additional Strategies
Essay Contest
• To reach out to emerging generations members from age 8-13 years-old and educate them on the
importance of recycled water, EWA can start an essay contest program, where students in the San
Diego County can write short essays that highlight the importance of water conservation and how
recycled water could reduce drought problems.
EWA Twitter and Facebook Page
• To reach out to emerging generation members from ages 18-29, EWA can create a Twitter page
and post daily facts about water conservation and advanced water treatment benefits. Facebook
will also be included in the social media calendar to reach out to older audiences ages 30-49. The
EWA Twitter and Facebook pages will make latent audiences aware by informing them of San
Diego’s water concerns and giving options as solutions, Pure:Water. In addition to daily trends and
focuses, days that are dedicated to water (such as World Water Day on March 22) should also be
implemented into the content calendar. It is crucial to stay active and consistent on all social media
platforms and to interact with the audience. It is important to get the support of prominent figures in
San Diego to follow our account and retweet our tweets to gain attention and followers.
Promotional Water Bottles:
• To reach all defined publics, EWA can hand out water bottles with the Pure: Water logo, the EWA
website and the EWA Twitter handle printed on each one to encourage people to learn more about
advanced water treatment.
15
18. Creating a public relations position at EWA
• To reach all publics, EWA could hire an in-house public relations professional to oversee the
execution of this PR plan. The public relations professional would act as an event coordinator and
community liaison as well as write and distribute internal/external communications and manage
media relations. The public relations professional would need to have an in-depth legal and
technical understanding of EWA and the Pure: Water initiative.
Water Bill Insert
• To reach all San Diego bill payers within the taxpayer and voter demographic, EWA could place a
small one-third sheet into water bills mailed to residences in the EWA service area. This would
specifically target the bill payers and their families and provide them with information regarding
water conservation and the advanced water treatment process. Furthermore, water bill inserts will
encourage bill payers to visit the encinajpa.com site and to follow EWA on their social media
platforms.
30 Second Video
• To reach all publics, EWA could create a 30-second video that highlights the issues caused by the
drought and gives them the steps to find a solution, which would be visiting the EWA website to
find out more about water conservation, advanced water treatment and recycled water. This video
would be posted onto YouTube.
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19. Budget
The cost of these proposed tactics will exceed the EWA’s proposed budget of $50,000. Although we will be
proposing our recommendations, the dominant coalition of the EWA will have the final say on which tactics
should be used.
NGO Partnerships and Sponsors
Rise Above Plastics Partnership with San Diego Surfrider Foundation
• For three drinking stations: $1,200 - Drinking stations would be transportable, hook up to a water
line, and use Pure: Water technology to filter. Only would be used by reusable water bottles or
recyclable paper cups5.
Paddle for Clean Water Event
• Information Booths: $375 - Three tablecloths to cover 6 ft tables with Pure: Water Initiative logo on
the front6.
• Pop Up Tents: $1,254 - Three 10’ x 10’ pop
up tents with the Pure: Water Initiative logo
on the front7.
• Drinking Water Stations: Free (If purchased
for previous NGO events) - Drinking water
stations for reusable water bottle fill-ups or
recyclable paper cups.
• Rack Information Cards: $64.73 - Using the same water bill insert information cards, 500 additional
prints could be made to pass out at the information booths.
Water Bill Inserts
• For One Month: $751.78 - One insert per
water bill for one month would reach all of
the 42,267 households in Carlsbad8. Inserts
17
20. would be 3.5” x 8.5” and gloss color both sides9.
• For Three Months: $2,255.34 - One insert per water bill for three months would reach all of the
Carlsbad households over a six-month period because water bills are sent bi-monthly.
Essay Contest
• For Tickets: Free - Prizes will be donated through partnership with San Diego-based marine
programs and facilities.
• For 1,000 flyers: $100.37 - Would be distributed to schools in the San Diego Unified School
District10.
• Judging committee can be EWA employees, yet need an employee to be in charge of managing
the submitted entries and distributing prizes, facilitating communication between schools and EWA.
This can be the PR employee or assigned to a current employee at EWA as necessary.
EWA Twitter and Facebook Page
• Cost for Twitter and Facebook Accounts: Free - Twitter and Facebook accounts are free. Facebook
is already set up and appears to be ran by an employee of EWA. However, this employee would
need to follow a very specific social media schedule.
Promotional Water Bottles
• Cost for 2,500 water bottles: $3,663.55 - Would be distributed at various EWA events11.
Public Relations Specialist
• Cost: $37,500 to $40,000 (including the cost of benefits) - A public relations specialist within EWA
would help to ensure all of the proposed strategies and tactics are executed accordingly. Included
in the cost of a PR specialist are the hours that would be spent at events hosted by NGOs, the
management of the EWA essay contest and the management of the EWA social media accounts.
30 Second Video
• Cost: Free - This video could be created using iMovie for Mac or Windows Movie Maker for PCs. It
could be created agency side or by an current EWA employee.
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21. Billable Hours
October 9
8 a.m.- 9 a.m.
Everyone attended.
October 15
2 p.m.- 3 p.m.
Everyone attended.
Weekly Report
Compiled research, brainstorm, goals and objectives, graphic design, logo and aesthetic ideas. Finalized
SWOT, assigned situational analysis, finalized goals and objectives, assigned formative research.
Outstanding tasks: finalize formative research, assign strategies and tactics.
October 21
8 a.m.- 9 a.m.
Everyone attended.
Weekly Report
Finalized formative research, assigned strategies and tactics. Outstanding tasks: work on budget,
recommendations and summative research.
November 4
8 a.m.- 9 a.m.
Everyone attended.
November 11
9 a.m.-12 p.m.
Everyone attended.
· Emily left at 10 a.m. for work
Weekly Report
Assigned budget, discussed recommendations, finished summative research. Outstanding tasks: final edits
and organization.
December 1
7:30 p.m.- 10:15 p.m.
Everyone attended.
Weekly Report
Final edits, organization and format, sources and
footnotes.
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22. Summative Research
Following the implementation of this six-month public relations plan, we recommend the following research
methods to gauge success:
• Administer oral survey again in Encinitas and Carlsbad to gauge change in knowledge, attitude and
behavior. It would be an online survey that is included in water users’ online bills. To give the water
users incentive to complete the survey, those who complete it will be entered into a raffle to win a
free water bill. Resident will be unable to view their bill until the survey is completed.
• An additional content analysis following implementation to gauge change in media coverage.
Recommendations
We highly recommend using the following strategies and tactics in order to create a holistic campaign
resulting in media engagement, increased knowledge, understanding and change in behavior:
• Hire a PR professional to oversee the following strategies – $37,500 to $40,000
o Paddle for Clean Water Sponsorship – $2,893.73
o Water Bill Inserts – $751.78
o EWA Essay Contest – $100.37
o Social Media – Free
Total Cost of Recommendations – $43,745.88
Conclusion
While costly, implementing a public relations plan to reach out to community members of the San Diego
County can increasing knowledge, create positive feelings and increase actions toward funding the creation
of an advanced water treatment plant. The production of this plant will not only benefit San Diegans long-
term by improving the quality of life issue caused by a water shortage, it was also spare San Diegans the
detrimental economic effects of a drought. The production of the advanced water treatment plant shows
that EWA is dedicated to sustainability and improving
the lives of San Diegans in the present and the
future.
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33. A2.2: Results
United States was mentioned in over half (74 percent) of the articles. Specifically, California was mentioned
in 59 percent of them. Nineteen percent of the 78 articles mentioned San Diego. Less than half
(approximately 43 percent) of the articles mention current use of recycled water and 35 percent included
specific statistics about use. Desalination water was mentioned in 29 percent of the articles, reclaimed
water in 19 percent, and purple water in 17 percent. Most of the articles (82 percent) mentioned using
recycled water as drinking water. A majority (65 percent) mentioned that the reason for using recycled
water is because of the drought and 55 percent mentioned that it was to mitigate water shortage. Using
recycled water to ensure safer quality of water was mentioned in 41 percent of articles. A majority (56
percent) mentioned cost as being an issue with using recycled water. A local government official was
mentioned in a little over half of the articles.
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38. A3: Press Release
FOR IMMEDIATE RELEASE
Encina Wastewater Authority announces partnership with local nonprofit Surfrider Foundation
Encinitas, California
December 4, 2014
Contact:
[Public Relations Specialist]
(760) 438-3941
[Email]
6200 Avenida Encinas, Carlsbad CA. 92011
www.encinajpa.com
SAN DIEGO -- The Encina Wastewater Authority (EWA) is partnering with local nonprofit, Surfrider
Foundation, to further both organizations’ commitment to protecting the Pacific Ocean. As EWA is
committed to water treatment options and Surfrider is committed to protecting the oceans, both
organizations will be calling for an increased awareness in water conservation and water recycling. By
joining forces, the EWA and Surfrider Foundation aim to provide knowledge and cross-sectional information
to all communities. EWA will provide reusable water bottle stations at Surfrider events as well as reusable
water bottles.
About Encina Wastewater Authority
Founded in 1961, the Encina Wastewater Authority is an environmental leader in the wastewater treatment
industry. EWA offers four products and services designed to provide sustainable and fiscally responsible
wastewater services to the communities it serves while maximizing the use of alternative and renewable
resources.
To learn more about the work being done at EWA to protect the Pacific Ocean, and how this work
translates to and enhances the quality of life in north San Diego County, visit
www.facebook.com/encinawastewaterauthority or follow on Twitter, @encinawater.
About The Surfrider Foundation
The Surfrider Foundation is a non-profit grassroots organization dedicated to the protection and enjoyment
of our world’s oceans, waves and beaches through a powerful activist network. Founded in 1984 by a
handful of visionary surfers in Malibu, California, the Surfrider Foundation now maintains over 250,000
supporters, activists and members worldwide. For more information on the Surfrider Foundation, visit
surfrider.org.
# # #
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39. A4: Media Advisory
Pure: Water Initiative Media Advisory
For Immediate Release
December 9, 2014
Contact
[Public Relations Specialist]
(760) 438-3941
publicrelations@ewa.com
6200 Avenida Encinas, Carlsbad CA. 92011
www.encinajpa.com
Join the Pure: Water Movement
Who: Encina Wastewater Authority
What: Pure: Water Initiative
When: 9 a.m. Tuesday Dec. 9, 2014
Where: Encina Wastewater Authority
6200 Avenida Encinas, Carlsbad CA. 92011
Parking for media affiliates is available in the visitor parking lot
Why: EWA will be providing information regarding the recent approval for long-term water recycling in San
Diego county. EWA will discuss its goals and objectives for water recycling as well as provide relevant
information and answer any questions regarding water recycling. Following the briefing, EWA will answer
media queries.
About Encina Wastewater Authority
Founded in 1961, the Encina Wastewater Authority is an environmental leader in the wastewater treatment
industry. EWA offers four products and services designed to provide sustainable and fiscally responsible
wastewater services to the communities it serves while maximizing the use of alternative and renewable
resources.
To learn more about the work being done at EWA to protect the Pacific Ocean, and how this work
translates to and enhances the quality of life in north San Diego County, please follow our Facebook page,
www.facebook.com/encinawastewaterauthority or Twitter, @pureencina.
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41. A6: SeaWorld Donation Request Letter
To: communityrelations@seaworld.com
From: publicrelations@ewa.com
Subject: Donations for EWA Essay Contest
To Whom it May Concern,
Encina Wastewater Authority is sponsoring an essay contest for all San Diego County elementary and
middle schools in order to educate San Diego’s youth on the importance of water reuse and conservation.
We would like to offer the student who excels with the best essay in both the elementary and middle school
division a prize for their time and exemplary skill.
Please consider donating SeaWorld tickets to be used as a prize and incentive for students to participate in
our essay contest. Your donation will be used to award two students (one in elementary school, one in
middle school) for their essay.
By partnering with the EWA, SeaWorld will demonstrate its solidarity with our recycled water efforts and its
commitment to the San Diego community.
Attached is a draft of our contest flyer, with details regarding the rules for participants. Please don’t hesitate
to contact us with further questions or concerns. We hope you consider a sponsorship with the EWA and
look forward to working with SeaWorld in the future.
Best,
Public Relations Specialist
Encina Wastewater Authority
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45. A10: PR Professional Job Posting
Company:
Encina Wastewater Authority
Position:
Public Relations Specialist
Job Description:
Our ideal candidate will handle the company’s internal and external communications, Internet
communications, social media and public relations campaigns. The person must be able to plan and
implement effective and successful public relations campaigns, and must maintain trust and excellent
status with the company’s clients and publics.
Requirements:
• Bachelor’s degree in public relations, communications, or related fields.
• Understanding of key client information, including general business strategy, industry issues, products
and services, key customers and competitors.
• Proficient understanding of research and media list building tools (Cision, Factiva, Critical Mention,
etc.)
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49. A14: Media List
Voice of San Diego
2508 Historic Decatur Rd. STE 120
San Diego, CA 92106
Phone: (619) 325-0527
Contact: scott.lewis@voiceofsandiego.org
San Diego Union Tribune
P.O. Box 120191
San Diego, CA 92112
Phone: (800) 533-8830
Contact: Deborah Sullivan Brennan
UT Environment reporter (619) 293-2034
San Diego Daily Transcript
2131 Third Ave.
San Diego, CA 92101
Phone: (619) 232-4381
KGTV TV Ch. 10
4600 Air Way
San Diego, CA 92102
Phone: (619) 237-1010
KNSD TV Ch. 7/39
225 Broadway
San Diego, CA 92101
Phone: (619) 231-3939
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50. A15: References
1. Howitt, R., Medellin- Azuara, J., MacEwan, D., Lund, J., & Sumner, D. (2014, July 5). Economic Analysis
of the 2014 Drought for California Agriculture.
2. What is Water Reuse? - History | A Thirsty Planet. (n.d.). Retrieved December 3, 2014, from
http://www.athirstyplanet.com/be_informed/what_is_water_reuse/history
3. A Short Guide to the ATSE Report Drinking Water Through Recycling. (n.d.). Retrieved December 3,
2014, from http://www.atse.org.au/Documents/Publications/Reports/Water/drinking-water-through-
recycling-short-guide.pd
4. SD OKs landmark water recycling. (n.d.). Retrieved December 3, 2014, from
http://www.utsandiego.com/news/2014/nov/18/water-recycling-sewer-tap-council-approves
5. BESTOPPORTUNITY CHOICE. (n.d.). Retrieved December 3, 2014, from
http://www.purewatertech.com/opportunity2
6. Trade Show Tablecloths. (n.d.). Retrieved December 3, 2014, from
http://www.custombannerlab.com/trade-show-tablecloths.html?productid=trade-show-
tablecloths&channelid=FROOG
7. Pop Up Event Tent 10x10 Canopy. (n.d.). Retrieved December 3, 2014, from http://estore.tradeshow-
stuff.com/Pop-Up-Event-Tent-10x10-Canopy-s/415.htm
8. Carlsbad. (n.d.). Retrieved December 3, 2014, from
http://www.point2homes.com/US/Neighborhood/CA/Carlsbad-Demographics.html
9. Business Flyers. (n.d.). Retrieved December 3, 2014, from http://www.printrunner.com/business-flyers-
printing.html
10. Glossy Business Flyers. (n.d.). Retrieved December 3, 2014, from http://www.printrunner.com/
11. 24 oz Push/Pull Top Translucent Sport Bottle. (n.d.). Retrieved December 3, 2014, from
https://www.inkhead.com/24-oz-pushpull-top-translucent-sport-bottle/18419
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