of rhe project) to determine issues, co ncerns and attitudes; • To raise awareness of rhe benefits and issues regarding biosolids recycling; • To co mmunicate the recycl ing of biosolids and derail its proposed end use. Research and Evaluation Commun ity attitude and perceptions regarding biosolids recycling need to be benchmarked in rhe water aurhority's local area as early as possible, as well as developing an ongoing monitoring program to track any shi fts in perception and to determi ne any emerging issues as recycling progresses. This may consist of adding a range of questions to existing customer satisfaction monitors, or undertaking foc us groups in the affected areas. Target Audiences There is a wide range of ind ividuals and groups from local to national that need different messages. The primary ones are:• Scaff and contractors; • Community - surrounding area and rhe nea rest urban community (a t both the process plant and at the point of use); • Stakeholders and regulators, including Local and Scare Government (OH S, DSE, EPA), Local MPs (and opposition members); • Potential Recycling Markers (eg farmers). The secondary target audience is th e water ind ustry itself. Key Messages All stakeholders need co be given consistent, positive messages char put biosolids and their management into perspective. T he five key messages developed by the Working Group are:1. T he biosolids ma nagement program will enabl e your Water Authority ro use rhe valuable resource of bioso lids in a sustainable way that is acceptable ro the com munity; 2. Biosolids and recycled water are the two products of the sewage treatment process. Beneficial recycling of biosolids is desirable and achievable;
3. Biosolids are a nutrient rich ferti liser and soil conditioner suitable for agricul tu re, forestry and land rehabilitation; 4. Retu rning bioso lids ro the environment is essential co complete a narural nutrient cycle; 5. Regulations and quali ty co ntrols are in place co ensure char biosolids are fir for purpose. SWOT Analysis Consideration of the Srrengrhs, Weaknesses, Opportunities and Threats (SWOT) fo r an individual Authority and specific appl icarion should be undertaken initially, as pa rt of the developm ent and implementation of a biosolids co mmunication program. Communications Mix The co mm unications mix (ie range of communications cools) will depend on the audiences relevant ro a particular water authority's application . Table 2 derai ls so me suggested aud iences and related objectives, messages and communication cools, wh ich fo rms rhe basis for individual authority acri vities. Timing and Key Spokespeople Tn undertaking com munications, rhe fo llowing need co be taken into account: • We need "unaligned experts" co del iver che messages. Closely committed water authori ty offi cers are nor appropriate nor sufficiently cred ibl e. • When do we first engage rhe key people and organisations - is it right up front or part way along/ le is definitely roo late when rhe proposal has "hie the fan ". • We need various levels of rhe water industry co be delivering messages co different audiences (eg. rhe Australian water industry should be co nsulting with food and other industry associations rather then individual water au th orities doing chis) Table 3 outli nes a possible program and spokesperson(s) .
Wider Application of Communications Strategy T he communications model bei ng developed by che Victorian water industry
should be directly applicable throughout Australia. No doubt ocher Scares will be going through or may have already gone through, similar processes. There is the opportunity (and the need) for Australiawide coordination. If the Victorian model wo rks as a catalyse for chis coo rdination, then the whole water industry, and thus t he Australian public, will have benefited.
Conclusions I. Publ ic engagement is rhe highest priori ty for th e Australian water industry for sustai nable, appropriate biosolids management, and is of higher priority then technical issues. 2. An Australia-wide coo rdi nated approach ro public engagement is essential. 3. Develop ment of appropriate supporting materials, including key messages, Q &A's, Facts Sheers, co mmunication programs and the use of appropri ate spokespersons will assist in getting a consistent message ro all stakeholders.
Notes The Victorian Biosolids Co mmun ications Working Gro up compri ses Allen Gale (Goulbu rn Valley Water) - Chair, Janice Darr (Barwon Water), Russell Worland (South West Water), Carolyn Sta nford (Caliban Water), Kerrie Grenfell (Yarra Valley Water), John Hussey/Caroline Hegan (South East Water) and Sam Costello/Hamish Reid (EPA).
References Victorian D eparrrnenr of Natural Resources a nd Environment, EPA Victoria, Victorian Water Ind ustry Association, "Moving Towards Sustainable Biosolids M anagement - A Cooperative V e ntu re" 2002.
The Author Allen Gale is Direcror T echnical Services, Goulburn Valley Water, Phone: (03) 5832 0445, Email alleng@gvwarer. vie.gov.au
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