3.6 OTHER PUBLIC INFORMATION TOOLS

There are a number of other public information and consensus building tools that have been used in Florida. Each will have varying degrees of success depending on the subject presented, the audience, and the timing. The following list of tools is intended to be "shopping list" which should be matched with a tailored community acceptance plan.

3.6.1 One-on-One Briefings

Elected officials can be considered the first level of the public because they are the public representatives. Therefore, it is an important first step in the public education and acceptance program to understand the desires of elected officials. One way to do this is through the public workshop. Often, one-on-one meetings with the elected officials are necessary before a workshop or public meeting. In such meetings, a brief glimpse of presentation materials is provided (generally because the elected official does not want a detailed presentation) and the elected official can provide specific comments to representatives of the community acceptance team. While such meetings do not always result in consensus, at least the elected official is informed and the community acceptance team learns about potential issues and concerns prior to public workshops.

3.6.2 Neighborhood Meetings

When it is important to listen to, or inform, specific portions of the municipality, neighborhood meetings can be held at a time when the public can attend (e.g., early evenings) and in an accessible location (e.g., school library). Such meetings can be associated with another gathering such as a neighborhood association meeting. In fact, the more focused the group, the more specific the information obtained. Documentation of comments received is important as well as feedback on information learned during the meeting.

3.6.3 Speakers Bureaus

Neighborhood meetings, social clubs and other meetings can be provided with speakers who are trained in the community acceptance plan. The speeches should be planned ahead of time with the overall message, focus for the meeting, and research completed. Presentation materials can also be standardized so that the message heard by different segments of the community is consistent. At least two speakers should be trained, more if the municipality is larger or such a program has been completed previously. Effective visual aids should be developed for the presentations and these aids should be updated regularly as new information is gained.

3.6.4 Media Relations

An important element of public information is the news media (television, radio and newsprint). Such media can provide information to the general public and can help support the stormwater management program. However, the purpose of the news media is not to edify government, nor is it to not edify government. Its purpose is to provide news. Therefore, when the public information program unfolds, the news media will be ready and interested in presenting strong opinions. The news media tries to present information in a balanced way and wants to show the public opinion to governmental actions. Therefore, it is important to accurately prepare the message for municipal representatives to express and to correctly understand public sentiment. With short, concise, and straight-up answers, the community acceptance team can provide the news media with a clear picture of stormwater management benefits as well as costs.

The news media can also be an avenue for broadcast announcements, such as for meetings, workshops or activities. Public service announcements on television or radio can visually represent problems and their solutions, showing direct benefits of the stormwater program as well as educating the public.

3.6.5 Educational Video

With the relatively recent increases in video technology, the development of an educational video is more affordable and available to municipalities. An educational video can provide general and specific information about the stormwater program including the mission statement (Section 3.2.3), stormwater management needs of the community (Section 3.3), and the potential solutions and their benefits (the message). Some communities in Florida have prepared such videos and have shown them on public access television as well as at community and neighborhood meetings. A few comments are warranted based upon experience:

• The video should be professionally videotaped. Poor quality work reflects on the municipality and decreases the credibility of the message.
• The video can be relatively short. A video of 10 minutes or less is sufficient to provide the major components of the educational program and allow viewers to recognize local benefits. Longer videos tend to lose audience interest.
• The video should show local problems that the viewers can immediately recognize. The public can believe that they have been heard when their problem (or "measle") has been shown in the video. Also, interviews with "real" local citizens can strengthen the message.
• Production of the video should involve the local community. That is, a stakeholder, elected official, interested public member, environmental representative, or regulatory agent can be in the video, extolling the benefits of proper stormwater management. The information becomes more believable if the presenters are recognizable.

Video costs can vary widely, from $1,500 to $4,000 per minute of final tape time. The difference in cost varies depending on location, duration, specialized shots, number of speakers, etc. Computerized graphics are generally the most expensive component of such videos.

3.6.6 Stormwater Phone Lines

A stormwater phone line is a special telephone number that can be called by the public to obtain information or to provide comments to the local government. The purpose is to provide a direct, accurate, and immediate contact for complaints, comments, and questions. The customer service representative answering calls should be trained in public information related to stormwater management and in recording comments and complaints. If additional response is needed, the phone staff can refer the public to other staff or management in the stormwater program. However, it is important that the caller be answered during the first call or immediately afterward. Concerns expressed by citizens can be eased by avoiding the "runaround." Many times, complaints can be handled in such a manner, thereby helping the municipality to be responsive.

3.6.7 Newspaper Inserts

A newspaper insert is a one or more page insert in the daily local newspaper. The insert should have educational information on the stormwater program needs, mission statement, and potential solutions. Visual aids, graphics, and photographs of problem areas and potential remedies can promote understanding. The newspaper insert will have the same distribution around the community as the newspaper itself, and therefore, provides an inexpensive, yet credible, mass broadcast of educational materials.

3.6.8 Brochures

Another means of inexpensive distribution of educational materials is one or more brochures related to elements of the stormwater program. Brochures can be prepared using common word processing software to produce a tri-folded informational document or they can be done professionally. A two-color brochure can look professional without being too expensive. Because of the small size, the brochures can sometimes be sent along with other utility bills, allowing existing customers to be educated. The brochures can also be placed in the city hall entrance, libraries, and other public locations.

3.6.9 Utility Bill Notices

For the most part, stormwater utilities will be billed through the existing customer base (e.g., when associated with existing water utility customers). Therefore, existing customers will likely be directly affected by a new utility fee and should be the target for stormwater management education and feedback. The existing utility bill can be an avenue to provide such education or information. If the bill is sent in an envelope, stormwater information such as brochures can be inserted into the envelope for customer-wide distribution. If the utility bill is on a post card, there is usually a small area on the bill for a sentence or two. Public meetings can be announced on such a card. One of the benefits of using utility notices is that the information is provided to each of the new stormwater utility customers; that is, the information is targeted to the new customers.

3.6.10 Public Workshops

Public workshops are a common method of providing stormwater management information and hearing public comments. For the purposes of this document, a public workshop consists of a presentation to the elected officials, followed by questions from the officials and comments by the public. No official action is intended by the workshop; therefore, the purpose of the public workshop is to educate. In the same manner as the speakers bureau, the introductory presentation should be well thought out after sufficient research has been completed. Video material, if developed, can be shown and brochures distributed. As indicated previously, the stormwater management program needs must be presented before the method to generate the revenue is introduced. Public workshops that involve larger groups tend to become general "gripe" sessions, especially if an elected official is present. This can be reduced with smaller groups in neutral locations.

3.6.11 Public Service Announcements

Public service announcements are another method of using an existing media to inform the general public about the stormwater management program. A brief but informative announcement on radio or television can provide information on upcoming events or public meetings, as well as promote general and specific information about the stormwater program. Such information not only helps educate the public, but also can help the community comply with public information requirements of federal stormwater permits.