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PR firm hired to handle DPR message [Times Record News, Wichita Falls, Texas :: ](Wichita Falls Times Record News (TX) Via Acquire Media NewsEdge) July 10--A Dallas-based public relations firm will help the city craft its message about the direct potable reuse system that went live Wednesday morning. Kevin Hugman, assistant city manager and director of community development, confirmed the city signed a 60-day contract with Margulies Communication Group on June 13 at a cost of $16,000 for their services. He said because of the spin national media has put on the direct potable reuse project -- commonly referring to the project as toilet-to-tap -- the city felt it was in the best interest to hire a firm that is accustomed to working with national media on high-profile and sometimes controversial topics. "We felt that the attention that the city was getting about the reuse project -- the national attention -- we felt that we needed to do something; be a little more proactive on our messaging to be able to highlight the positive aspects of what we're doing with water reuse project and try to minimize some of the negative implications or impressions that we were seeing in the national media," he said. According to the PR firm's website, Margulies Communication has provided strategic communication services since 1986 to Fortune 500 companies as well as federal, state and local government agencies. "Timely intervention can prevent inaccurate coverage that can result in a damaging story," the website says. "We are experts in making sure your side of the story is heard in an effective manner." Hugman said it wasn't necessary to get city council approval for the contract because the cost didn't meet the minimum cost requirement of $50,000 to be placed on the agenda. He said it's not uncommon for municipalities to hire experts to help in communication efforts. Henry Florsheim, president and CEO of the Wichita Falls Chamber of Commerce & Industry, said the city is not different than a business and it, too, needs effective messaging and marketing. The difference here is the target audiences are citizens living here or people who could visit or move to The Falls. That includes selling people on the idea of using recycled water. "Water conservation and reuse experts and municipalities from all over the world are watching Wichita Falls and our reuse project," he said. "We're breaking new ground here. Ten to 20 years from now, this sort of project will be much more commonplace, and we'll be regarded as innovators; as leaders." Hugman said the city's intentions aren't to control the media, rather it's to make sure that the story that's being told is one of innovation and the city deploying cutting-edge technology to bring water to a drought-stricken region. ___ (c)2014 the Times Record News (Wichita Fallas, Texas) Visit the Times Record News (Wichita Fallas, Texas) at www.timesrecordnews.com Distributed by MCT Information Services |