Porter Novelli Adelaide

challenge

In June 2007, Australian State, Territory and National governments endorsed the release of a draft set of guidelines for the recycling of water for drinking, as a basis for public consultation.  At the time, a number of communities were considering recycling schemes, which had created considerable public interest and debate.

The Environment Protection and Heritage Council of Australia (EPHC), which was the lead agency responsible for developing the guidelines, approached Porter Novelli to provide advice and assistance on issues management and community consultation surrounding the launch of the document.  The aim of the project was to ensure that the process of consultation was conducted openly and effectively and that the guidelines were given a ‘fair hearing’.

solution

Porter Novelli adopted a risk management approach to the consultation process.  We conducted a communications risk assessment to identify stakeholders and their positions and to identify communications risks, which included detailed discussion with key stakeholders and experts from the environment, health and water sectors.  There risks were then assessed for their impact and likelihood and prioritized according to their ability to negatively impact on the project.
 
On the basis of the risk assessment a detailed communications strategy was developed including a range of communications and media materials including FAQs, Q&As, media releases and media alerts.

The overarching strategic imperative was to ensure that the key messages about the guidelines were clear and consistent and that the consultation process was open and transparent, and that stakeholders and the community were provided with the opportunity to provide genuine feedback. 

The community consultation process involved public meeting in all Australian capital cities.  The communications strategy made a range of recommendations in relation to key stakeholders and media, both of whom were proactively engaged prior to the meetings.  Porter Novelli provided assistance in liaising with the media prior to, during and following the public forums.

results

The rigorous risk management approach taken to the community consultation process ensured that the guidelines were indeed given a ‘fair hearing’ from the public, stakeholders and the media.  The public meetings were conducted in a highly effective and constructive manner.  The media coverage generated about guidelines was accurate and balanced.  The feedback received at many of the public forums was that the process was open and transparent and that messages were clear. 

Having received numerous submissions on the guidelines from around Australia, the final version was released April 2008.