The document discusses the "Save Water Campaign" launched by the Central Water Authority (CWA) in Mauritius to address water shortage issues, including planning the campaign through market research and budgeting, using various communication channels like social media, and evaluating the campaign through surveys and media analysis. The campaign aimed to raise awareness among different audiences like students and the public about the importance of saving water.

2. Introducing CWA
DABEEDYAL Sohinee
It operates under the aegis of the Ministry of Public Utilities.
CWA
Treatment
Industrial
Usage
Commercial
Usage
Domestic
Usage

3. Values at CWA
DABEEDYAL Sohinee
• CWA does everything possible to achieve excellence
in:- customer relations, the quality of water and the
availability of supply together with the efficient use of
our resources.
Excellence & Efficiency
• They shall act with integrity and shall always show
courtesy in all their dealings with
customers, employees, suppliers and contractors, and
also with the environment.
Integrity and Courtesy
• They shall work together as a single team and always
innovate to ensure that their customers enjoy a reliable
and adequate water supply at a fair and reasonable
cost.
Teamwork & Innovation

4. Objectives of CWA
DABEEDYAL Sohinee
• Guarantee the quality of drinking water.
• Excel in service delivery to meet the increasing demand with
a good round the clock service.
• Improve and manage our corporate image in an efficient
manner.
• Reduce and maintain non-revenue water to an economically
acceptable level by improving their network’s efficiency.
• Operate their services in a cost-effective manner and
consolidate their financial viability.

5. Public Relations at CWA
DABEEDYAL Sohinee
The definition of water from CWA PRO:
“It is basically an emotional product for the only reason that
water is vital and it has no substitutes.”
People act negatively (frustration)
Recognize Importance of PR:
• Wrong public opinion.
• Lack of communication.
• Affected image & reputation of CWA.
faced with water shortages

6. Public Relations at CWA
DABEEDYAL Sohinee
Therefore, PR manager will help to:
• Respond to daily criticism (noting that there is not one single day
without criticism).
• Change the negative perception of people.
• Try to give a good corporate image which is difficult to do without
the aid of Public Relations.
• Restore the credibility of CWA.
• Protect image of CWA.

7. Organisational Structure
DABEEDYAL Sohinee
General
Manager
Deputy General
Manager
Chief Engineer
Head of
Communication
National
Coordinator
The PR manager operates in a transboundary manner.
The head of communication is where the PR manager
situates himself. The information flows from the GM to the
lower level.

8. Ethics at CWA
DABEEDYAL Sohinee
According to the PR officer at CWA, “Ethic is a critical success
factor.” He has to protect the confidential information.
• The PRO has
sound
judgement
• What to say
• How
• What quantity
• Privacy of CWA
is not violated
An example would be keep the confidentiality of a rise in
price of water until disclosed by the Ministry.

9. PR Department v/s PR Consultants at CWA
DABEEDYAL Sohinee
• Small projects: PR functions in-house
• Large projects: Call for primary consultants and secondary ones
also.
• They represent a source of fresh ideas due to their exposure to
other clients whom they service. However, respecting the ethics
at CWA, not everything is revealed to that party
Primary
Consultants
NTO
Ministry of
Health
Ministry of
Environment
Secondary
Consultants
Consumers Industrialists
Textile
Factories
Hotels Schools Hospitals
Public in
general

10. Campaigns by CWA
DABEEDYAL Sohinee

11. Campaigns by CWA
DABEEDYAL Sohinee
Result Oriented launched in October 2010: message definite
Different target audience with different strategies, media
consumption for each category of people
Attraction
Interest
Desire
Action
Satisfaction

12. Defining Management and Employee Relations
RAMSURRUN Sudha
• Employee relations, a company’s internal communication to
its employees, create programs designed to motivate employees
to do their best work.
• Management is the act of getting people together to
accomplish desired goals and objectives using available
resources efficiently and effectively.

13. Management and Employee Relations at CWA
RAMSURRUN Sudha
• PR communicates to the whole organization
• They enjoy healthy relationship
• They share high secrecy and confidential matters

14. Crisis in PR- Definition
RAMSURRUN Sudha
• Crisis management involves planning, how to manage
communications during crises.
• Internal corporate public relations specialists prepare the
crisis plan, and some organizations hire an outside firm that
specializes in developing crisis management plans and
training staff to prepare for a crisis.

15. Crisis Management Team at CWA= to review
RAMSURRUN Sudha
General Manager
Chief Engineer
Head of
Communication
(PR)
National
Coordinator
Deputy General
Manager

16. Crisis Management Plan
RAMSURRUN Sudha

17. Examples of Crisis faced
RAMSURRUN Sudha
• Water interruption in East and no supply for 4 days
• Problem: several broken pipes in one day.
• Tampering:- Fraud of Meter Reading
• Frustration among public- they were growing violent
• Political pressure

18. How they dealt with the crisis?
RAMSURRUN Sudha
• Use of media support
• The press, internet and TV
• Opinion leaders
• Persuade opinion leaders
• Showed the problem to the public so that they believe

19. How they dealt with the crisis?
RAMSURRUN Sudha
• Do’s and DONT’S (see if relevant you add it)

20. Measuring the PR activities “Micro-trottoir”
For me, these measures are not
practical. Mare aux Vacoas has a
serious problem which is that it has a
low rate of filling. Thus I think that
pumping the water from there to
here is a bad idea.
I’m asking whether those
measures will actually take place.
If yes, in how much time? It has
to be done quickly because I’m
worried about the level of water
in our country.
I think it is a good idea to construct a
barrier at Riviere du Poste, Arnaud,La
Flora and Tamarin Falls. It is important
to make good use of the big quantity of
fresh water being evacuated in the sea
I think that it is a good
idea, since our situation is an
alarming one. For me, it is a
big wastage to let the water
go in the sea. The new
measures taken by CWA will
certaining help.
Personally, I do not believe it.
The fact is that, finally 50% of
this water will be lost again in
the pipes of CWA which I believe
is defective.
CWA Initiative of
pumping water from
Midlands Dam to
Mare-aux-Vacoas

21. Planning the SAVE WATER CAMPAIGN
CAMALL SAIB Amiirah
• Allocating the budget is an essential part of a campaign
so all costs should be taken into consideration.
• A satisfactory financial plan is crucial to achieving
optimal results.
• The PR Unit is given a particular budget to work
with, and the cost allocation should be:

22. CAMALL SAIB Amiirah
• It is easier to make a realistic budget once the
following are identified
Objective of the
program
The audience
The message
Channels of
communication

23. CAMALL SAIB Amiirah
In October 2010, an insistent campaign was launched to sensitize
Mauritians about the importance of saving water.
THE
GOVERNMENT
PUBLIC
INTEREST
R s 2.2
MILLION
“SAVE WATER
CAMPAIGN”

24. Budgeting the Campaign
CAMALL SAIB Amiirah
• To go ahead with the “SAVE WATER CAMPAIGN”, the CWA had
to seek the service of a consultancy firm.
• The PR manager states that the charges for consultancy
services vary from one organisation to the other. But
specifically for a long-time PR campaign, the considerations
for the budget include advisory fees which are charged after
the firm has accepted the service.
• The consultants charge the expenses to cover the days or
hours of attending meetings, its research and the submission
of the report.

25. CAMALL SAIB Amiirah
The major areas of costing in the campaign include:
Prints and Production
Exhibition
Media briefings and Conferences
Advertising
Transportation
Sponsorship
Supplements
Media Coverage
Consultancy Cost

26. Planning the Campaign
CAMALL SAIB Amiirah
• Specific step-by-step measures should be taken when
planning any PR campaign to ensure it meets the objectives
set.
• Research
For the “SAVE WATER CAMPAIGN” the research method used
was the primary method.
The idea came by:
 analyzing the market
 opinion poll through the media
 situation analysis
 press revolt
 image burden

27. CAMALL SAIB Amiirah
• Objectives (SMART)
The sensibilisation of different targeted audience of the
importance and need to save water.
• Identifying Publics
Students
(Primary, Secondary &
tertiary)
Housewives
The public in
general

28. CAMALL SAIB Amiirah
• Key Messages
An essential part of the attitude forming process and
demonstrate the effectiveness of the communication.
• Strategy
The strategy is usually the overlying mechanism of a campaign
from which the tactics are deployed to meet the objectives.
• Tactics
The challenge is choosing the right tactics to meet the
objectives.
• Timescale
The “SAVE WATER CAMPAIGN” lasted for 6 months. It allow
the PR manager to co-ordinate his tactics appropriately and
be aware of certain deadlines.

29. CAMALL SAIB Amiirah
• Budget
The Budget for this campaign was planned on 2.2 million
rupees and was financed by the Government because of
national interest.
• Evaluation
The evaluation is vital to discover which parts of the campaign
were successful and which were not. It helps to determine
what the current situation is after the PR activity has ended.
The evaluation process is the ‘added value’ of PR and is
something that should not be neglected.

30. Media of Communications/ News Media/ Press
Releases
BURNAH Neeta
Definition:
Storage and transmission channels or tools used to store
and deliver information or data.
• A positive reputation leads to public support and
confidence.
• CWA communicates to its publics- internal and external.

31. CWA
BURNAH Neeta
When campaigns are launched:
• General Manager identifies problems
• Orders pass on to lower levels
• PR Manager understands and reports issue to press

32. Media of Communications at CWA
BURNAH Neeta
• PR based upon a two-way communication system
• Media coverage-negative and positive impact on
campaigns
• Disseminate information and build rapport with
customers
• Communication mixes; customers hear and see
broadcasted images

33. Media of Communications- CWA Campaign
BURNAH Neeta
• Result oriented
• Sensitisation process targeted to different
audiences: students, housewives and the public in
general

34. Communication Plan
BURNAH Neeta
Consisted of:
• Stated message
• Purpose of the project
• Procedures
• Resources
• Timing and assessment of whole campaign

35. Communication Mixes
BURNAH Neeta
Aiming the young ones
• Trendy easy popular song was used
• Reach people at various times and different categories
Reach maximum people
• Keep in touch with new publications and publishing plans
• Posters, press adverts and brochures
T.V caption at 19.30 before evening news on
MBC1
• Blend of colour, movement and sound

36. Social Media
BURNAH Neeta
• Networking; in women centers who use more water for
cleaning purposes
• Internet; voice heard to the mass and target various
audiences
• Facebook; challenge to CWA PR divisions-control the
quality of information broadcasted

37. Social Media
BURNAH Neeta
• Dictates effectiveness of the campaign
• Billboards proved to be successful for
campaign

38. RAMBURN Antish

39. Market Research for the Save Water Campaign
RAMBURN Antish
• Market research covers all techniques used to
study opinions, attitudes or preferences.
• Market research is about scanning the
environment to identify issues related to the
organization.
• For the Save Water Campaign, desk research
and field research were carried out.

40. Objectives of Market Research for the Campaign
RAMBURN Antish
• To carry out an in-depth analysis on
the campaign
• Ensure that the campaign is viable
• Identify the sampling frame
• Identify other factors associated
with the campaign such as budgeting.

41. Market Research Process for the Save Water Campaign
RAMBURN Antish
1) Analyzing the situation. That is, water shortage.
2) Set budget for the proposed solution.
3) Proposal sent to Central Water board for more feasible
research.
4) Ministry of Utilities and other bodies submit a final project
after consultation.

42. Market Research Process for the Save Water Campaign
RAMBURN Antish
5) PR manager along with advertising agency works on the
physical aspect of the campaign in terms of creativity.
6) Finally, the purpose of market research constitute of a pre-
testing using an opinion poll for the sampling frame.

43. Legal Aspects involved in the Save Water Campaign
KORIMBOCUS Naaila
• Consumers should also not dump garbage, building materials
like sand, stone near or on a meter chamber.
• Use rain water in a recipient to water plants
• Consumers should notify the CWA promptly in case they do
not receive their monthly bill.
• Avoid flushing the toilet for nothing.

44. Legal Aspects involved in the Save Water Campaign
KORIMBOCUS Naaila
• Do not let tap open while brushing teeth
• Do not let your children play with water
• Close tap well to prevent waste of water

45. PR v/s Legal Aspects
RAMBURN Antish
• In crisis situation, the PR manager together with regulatory
bodies set out the legal issues.
• Measures are taken which the public has to adhere to.
• For instance, after a joint consultation, the ‘’CWA Drought
Period Regulation 2011” comes into place.

46. PR v/s Legal Aspects
RAMBURN Antish
• According to the regulation, it is forbidden to wash
cars, lawns or floors.
• The PR manager communicates with his publics to inform
them about the legal issues and thus, protect them against
legal clashes.

47. KORIMBOCUS Naaila
Green Issues in the Campaign
• PR of CWA took in consideration of the green
issue in the campaign save water
• Environmental issues such as impacts on
reservoirs and waste water is of highly
importance for the CWA
• The ad campaigns demonstrate the green
aspects that every citizens should respect

48. Green Issues in the Campaign
KORIMBOCUS Naaila

49. Evaluation of the Campaign
KORIMBOCUS Naaila
• Both qualitative and quantitative
• Two measures:
1) Surveys (Quantitative)
2) Observation (Qualitative)
• Opinion Poll
• Media Evaluation Chart

50. The Transfer Process
KORIMBOCUS Naaila
Hostility Sympathy
Prejudice
Apathy
Ignorance
Acceptance
Interest
Knowledge

51. Evaluating PR results- Opinion Poll
KORIMBOCUS Naaila

52. Evaluating PR results- Media Evaluation Chart
KORIMBOCUS Naaila
Title Value News Release
1
News Release
2
L’Express 5 3 5
Le Matinal 4 4 3
Le Weekend 5 3 4
Le Dimanche 4 2 3
Score 12 15

53. Special uses and trends in PR- Image problems
BELIM Fariiha
Water shortage Image Problem
PRO needed to act immediately:
Add A to Z list

54. Strategies used to recover image at CWA
BELIM Fariiha
Create
Awareness-
Shortage of
Water
Communica
tion
To the
General
Public
Choosing
the Media-
Long
back, only
MBC Radios
were
available

55. Social Media- a Boon or a Burden?
BELIM Fariiha
Social Media such as:
• Blogs
• Facebook, forum, websites…
Causing both a Challenge & Advantage to the work of PRO
Forming People’s
Opinion
Spreading Of
News

56. The Save Water Campaign
BELIM Fariiha
The Target Population:
Youngsters- the most frequent user of internet

57. BELIM Fariiha
The campaign of “Save Water Campaign” lasted for six months
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
October November December January Febuary March

59. QUESTIONS