Aqua Water Supply Corporation faced mounting pressures at the end of 2009. Externally, competition was intensifying for groundwater supplies. Internally, operational and financial controls were fraying.
A nonprofit cooperative, Aqua was competing against a growing number of for-profit water marketers for groundwater. Aqua’s reputation with customer-owners and community residents was suffering as a result of lax internal controls.
A new general manager was brought in to turn around the water coop. He asked Laura Raun Public Relations to formulate a PR plan that would restore Aqua’s reputation and increase its influence in the community.
LRPR quickly formulated a PR plan to bolster Aqua’s relationships with employees, customers, the community and elected officials. The plan kicked off with a news release about the new general manager that was carried in the Austin Business Journal and Austin American Statesman, setting up the possibility of followup articles. LRPR then worked with Aqua to develop key messages and ensure consistency throughout the company website, internal and external newsletters and presentations to various audiences.
Aqua is positioned to be a leading water cooperative in Texas as it strengthens community relations, improves customer satisfaction and secures groundwater supplies for the future.