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Making Hard-to-Understand Issues Understandable

Complex issues like the Lead and Copper Rule emphasize the need for strategic communications planning

By Rich Donley & Michelle Franzen Martin

I n a small municipality in Michigan, where many of the homes predate the Second World War, officials decided to distribute door hangers to let residents know that their water service line needed to be checked. Verifying the service lines, which takes just a few minutes, lets municipalities know exactly how many homes have lead service lines, and how many lines will need to be replaced under the state’s revised Lead and Copper Rule. The door hanger led to many questions. And residents turned to a local Facebook group—not the city—to find the answers. “I am unclear what they are looking at or looking for.”

public interest in the dangers of lead—and with it, has raised questions from residents about water safety, lead service line replacement, and test results. Certainly, it’s a complicated issue. And like other complicated issues, it requires clear messaging and a solid communications plan. In May, Detroit-based integrated marketing firm MCCI, along with our client partners from the Detroit Water and Sewerage Department and Oakland County Water Resources Commissioner’s Office, presented a webinar for the Michigan Municipal League on making hard-to-understand issues un- derstandable. The Detroit Water and Sewerage Department serves more than 200,000 accounts in a city population of nearly 680,000; the Water Resources Commissioner serves 69,000

“[The guy passing out the door hanger] said the water department needs to look at my water heater.” “I heard they will replace it for you, but your taxes will increase.” “I’ve lived here 27 years and changed the house to copper then. This is not the first time they have done this.” The flurry of misinformation on social media was compounded by a lack of understanding. Michigan’s revised Lead and Copper Rule has renewed

customer households across Oakland County.

Michigan’s Lead and Copper Rule of 2018

Facing a complex issue

in your municipality? Here’s how to develop and implement a solid communications plan.

The Lead and Copper Rule requires communities to replace all their lead service lines in 20 years— by 2041—unless otherwise approved by EGLE. The Michigan rule also has the most comprehensive service line inventory requirements in the country, requiring water systems to identify lead service lines and notify residents that receive their drinking water through lead pipes. The state has been going above and beyond to collect more water samples than required under statute to better understand where pipes need to be replaced. While pipes are being replaced, there are ongoing efforts to ensure corrosion control for lines that are known or suspected to have lead exposure.

Start with A Slice of ’R’ Pie Good communication starts with research. Often, municipalities and other organizations get tangled in the tactics—distrib- uting door hangers, for instance—and lose sight of the end objective, including what they are saying or why they are saying it. That’s why you should start with

MICHIGAN EXECUTIVE OFFICE OF THE GOVERNOR SEPTEMBER 8, 2021

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NOVEMBER / DECEMBER 2021