In this episode of the Infrastructure Hot Seat, host Chad Smeltzer welcomes Natalie Deroock, the Senior Public Information Officer for Tucson Water. Natalie's multifaceted career journey, from academia to international diplomacy and ultimately public utilities, offers valuable insights into the intricacies of public information dissemination and community engagement.
Her experiences emphasize the importance of strategic communications and the unique challenges that public information officers face in the utilities sector.
Natalie shares her expertise on the essentials of strong public affairs teams, the role of transparent communication, and how proactive media relations can significantly impact public trust. She underscores the importance of understanding different audiences through cross-cultural communication, breaking down complex water utility concepts for the general public, and cultivating relationships with media and elected officials.
Natalie also touches on the utility’s response to crises, such as water main breaks and the introduction of new water sources, emphasizing strategic, clear communication to manage public perception and trust.
Key Takeaways:
Importance of Strategic Communication: Effective public information strategies involve clear, transparent communication and proactive relationship management with media and stakeholders.
Cross-Cultural Communication: Understanding and addressing the diverse ways people process information is crucial for public information officers.
Learning from Crises: Experiences such as Tucson's water quality crisis provide essential lessons for future transparency and responsiveness.
Youth Engagement: Involving the younger generation in civic activities and water conservation efforts helps instill lasting community values and engagement.
Social Media Strategy: Utilizing social media effectively while balancing it with traditional media and owned platforms is vital for sustained public engagement and information dissemination