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Water Rate Increases:
The science of effectively communicating
with your customers on water rate
increases
HahnPublic.com/utilites
Hahn Public Study:
ØSurveyed 800 Customers: Water, Electric and Gas
Ø350 utilities
ØTested 13 messages
35
25
40
HahnPublic.com/utilites
Least Persuasive
HahnPublic.com/utilites
Most Persuasive
HahnPublic.com/utilites
Recommended Communication Strategies
Double-Down	on	Evidence	Based	Messaging:
• Reduce	abstract	messaging	about	safety	and	reliability	
• Use	highly	specific	messages:	
“On	Monday	June	2,	2016	water	engineers	and	crews	will	begin	replacing	three	miles	of	pipes	along	
Main	Street.	The	crews	will	be	on-site	for	four	weeks	and	it	may	temporarily	affect	water	service	during	
that	period,	although	we	do	not	expect	it	will	until	final	testing	and	switchover	is	completed.	Traffic	 will	
be	diverted	to	allow	for	construction.	We	apologize	in	advance	for	any	inconvenience.”		
“Construction	on	a	new	water	treatment	plant	will	begin	on	June	2,	2016.	The	 plant	will	be	completed	
in	late	summer	2017.		The	new	water	plant	will	replace	the	old	treatment	plant	that	was	built	in	1929.	
There	will	be	no	disruption	to	our	residents	and	businesses	during	the	construction	phase	or	during	
transfer	of	operations.”
HahnPublic.com/utilites
Empower	a	Third	Party	Messenger:
• Use	independent	 and	trusted	individuals	 or	institutions	to	resonate	the	utility’s	
message
• Create	an	objective	blue-ribbon	 panel:	
Community	leaders,	neighborhood	representatives,	applicable	skill	set	(engineers,	
accountants)
Recommended Communication Strategies (contd)
HahnPublic.com/utilites
HahnPublic.com/utilites

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Rubinstein, Water Rates Panel

  • 1. Water Rate Increases: The science of effectively communicating with your customers on water rate increases HahnPublic.com/utilites
  • 2. Hahn Public Study: ØSurveyed 800 Customers: Water, Electric and Gas Ø350 utilities ØTested 13 messages 35 25 40 HahnPublic.com/utilites
  • 5. Recommended Communication Strategies Double-Down on Evidence Based Messaging: • Reduce abstract messaging about safety and reliability • Use highly specific messages: “On Monday June 2, 2016 water engineers and crews will begin replacing three miles of pipes along Main Street. The crews will be on-site for four weeks and it may temporarily affect water service during that period, although we do not expect it will until final testing and switchover is completed. Traffic will be diverted to allow for construction. We apologize in advance for any inconvenience.” “Construction on a new water treatment plant will begin on June 2, 2016. The plant will be completed in late summer 2017. The new water plant will replace the old treatment plant that was built in 1929. There will be no disruption to our residents and businesses during the construction phase or during transfer of operations.” HahnPublic.com/utilites
  • 6. Empower a Third Party Messenger: • Use independent and trusted individuals or institutions to resonate the utility’s message • Create an objective blue-ribbon panel: Community leaders, neighborhood representatives, applicable skill set (engineers, accountants) Recommended Communication Strategies (contd) HahnPublic.com/utilites