Abstract

This article presents the Madison (Wisconsin) Water Utility's public relations program, which was founded on improved techniques devised by professionals in all fields, with an admixture of ideas derived from personal experience. The program was designed to improve the public image of the utility to the maximum degree; obtain recognition of its responsibilities and capabilities for delivering one of the three most needed substances for life – water – and secure acceptance of its needs and full approval of its operations and expansion program. The major purpose of the program was to establish a good relationship with the news media by giving all the facts, favorable or unfavorable. This objectivity allows the public to make a fair appraisal of the circumstances. The utility's image will continue to benefit from the policy of examining both sides of a situation before informing the public as to the course to be taken.

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