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From the OfficeBy Nan Cluss, PNCWA ManagerWEFTEC is the largest annual water qualityevent in the world. This year, there were18,000 attendees from more than 70 countries.I can’t always attend, but this year I onceagain had the opportunity to be inspired onso many levels by being a part of it.First was the Sunday PNCWA reception.What a great turnout! Our members certainlyNan Clusshave no problem keeping the conversationsflowing. Thanks to this year’s reception sponsors(APSCO, Brown and Caldwell, Beaver Equipment, GE, GobleSampson, HDR, Kennedy/Jenks, Pure Air Filtration and Wm. H.Reilly) for providing this great opportunity for interaction.“WATER’S WORTH IT”—the new public awareness campaignWEF is developing to spread the word about the value and importanceof water—was introduced on Monday. By using variouskeywords to define what the “it” means (e.g., My Effort, YourRespect, My Health, Our Future), the campaign will illustrate theconnection between water and our actions, attitudes and thethings we value most. Plans include a campaign website and a fullsuite of materials that will emphasize very basic ideas about howwater is inextricably tied to our quality of life. “WATER’S WORTH IT”will launch in March 2012 and WEF Member Associations, utilitiesand other interested parties will be encouraged to incorporate it asa part of their own tools to enhance public awareness.A hot topic of the MA Professional Staff Luncheon was thebook Race for Relevance. It challenges standard associationFROM THE OFFICEmanagement practices, and asks that we think about new and differentapproaches to managing our associations. It says, “Morethan ever, the way associations become more successful is to helptheir members do the same.” How to do that in today’s work environmentis the book’s focus, offering “radical” changes to someoutdated association practices. My copy just arrived and I’m lookingforward to what it has to offer.Tuesday’s Leadership Day had a focus on communications. JackDozier, Georgia AWP executive director, shared information onhow to respond when approached by the media. Jack explainedhow crafting the right message can help turn the moment intopublic education opportunities. Terry Cole, communications practicedirector at Jacobs Engineering Group, offered techniques forhoning messages and crafting a story that will stick with a publicmore focused on reality television than reality itself. She stressedthat if you’re developing messaging for the “general public” youneed to break that down into audience subsets and develop yourmessaging from there. Focus on the bottom line first; relate it to a person’sown experience; tie it to something concrete; then tell a story.I went to a session designed for elected officials on Wednesday.A combination of classroom instruction and exhibit floor exposureoffered policy makers (and budget decision makers) a betterunderstanding of wastewater fundamentals. A morning sessionentitled Decisions Facing Public Officials in the Next Five Yearswas also a part of a larger agenda to provide appropriate-levelinformation to elected officials who are an important part of thewastewater landscape.The nature of WEFTEC is that regardless of your position in theworld of water, there is vast opportunity for learning and interaction.With WEFTEC’s online planner tool, you can create a highlyspecialized agenda just for you. If you have never attended, I hopeyou will have the chance sometime. It’s inspiring.Upcomingfocus topic:2012 Q1 Threats toWater Quality—deadline February 15PNCWA Newsletter Submission GuidelinesThe PNCWA quarterly newsletter is built on articles contributed by PNCWA members. Each issue hasa focus topic selected by the PNCWA Board and refined by the Editorial Advisory Group to addresstechnical, community-based, case study and regulatory themes. If you have a story idea or an articleto submit, please use the following guidelines.••200 to 500 words (longerarticles may be accepted,space permitting)••No overt marketing, but it’sfine to talk about yourcompany’s achievements••High resolution color photosor graphics, if possible••Provide author email forreaders to contactPlease submit articles to Sheri Wantland at wantlands@cleanwaterservices.orgWINTER 2011 | PNCWA NEWSLETTER 35