When the Orange County Water District (OCWD) discovered a newly regulated and potentially carcinogenic substance in two of its drinking water wells in May of 2000, its PR staff
immediately had visions of an Erin Brockovich public health scandal on their hands. That the levels of n-nitrosodimethylamine (NDMA) found in the wells were within the government-
approved limit was of little comfort. Even the slightest public trepidation about the safety of the local water supply would be damaging to the agency's credibility - particularly
if it were perceived as not being forthright about its findings. So the agency decided to take its story to the press (and the public) proactively.
OCWD's general manager notified the agency's board and affected water retailers of the problem by phone, recommending that affected wells be taken out of service (despite the
fact that NDMA levels had not reached a level mandating their closure). The team then issued notification letters and emails to relevant city councils, county supervisors,
employees and other governing water boards - as well as other water agencies involved in reclamation projects throughout California - describing the issue and the steps OCWD was
taking to protect public health.
Three key messages were reiterated during subsequent news briefings: first, that the drinking water was safe; second, that NDMA was not found when OCWD tested for it in 1999;
and third, that much higher levels of NDMA could routinely be found in milk, bacon, hotdogs and beer than those found in water. Representatives from state health agencies were
present at the press briefing to offer perspective and support OCWD's actions.
Recognizing that breaking news tends not to be pristinely accurate, the agency's initial objective was to achieve 100% balanced media coverage in print, but only a 50% balance
in electronic venues and a reiteration of its three key messages in 70% of the stories reported. A media audit revealed that the PR team beat this goal considerably, garnering
100% accuracy in print, 90% accuracy in electronic media, and repetition of its key messages in 81% of all coverage. The news cycle lasted little more than two days. One columnist
even opined that the agency had overreacted to the problem, while other articles commended OCWD's actions as prompt and responsible.
(Ron Wildermuth, public information officer; Cindy Gehman and Jenny Glasser, public affairs specialists, OCWD, 714/378-3351)
Client: Orange County Water District, Fountain Valley, California
Agencies: McDaniel & Associates (medical research) and Michelle Tuchman
Nelson Communications Group - Porter Novelli (media training)
Campaign timeframe: May 2000
Campaign budget: Roughly $5,000