Historically the water industry preferred to be reactive in communications, especially in dealing with the media. That approach left utilities to play defense and often end up on the losing side of public relations. Now the winning strategy is to embrace proactive communications, build productive relationships with the media, and connect with customers, as discussed in this episode with Mike McGill, President of WaterPIO. Mike talks about positive opportunities the water industry has for storytelling, some examples of utilities he sees as comms leaders, and how an organization should conduct a SWOT analysis.

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