The Media Uncovered – Understanding Them So They Can Understand You - V

Aurora Water has been the focus of intense media scrutiny over the last four years because of a severe drought's affect on the city's water supplies. In 2004 the utility was the subject of more than 750 television and radio stories. With so much attention, someone was bound to get it wrong and they did—with a front page headline that announced incorrectly that water bills were going to double. What happens after a story like this appears is an exercise in patience and agility. By managing expectations and working with the media it's possible to come out of this situation virtually unscathed.