Communications lessons from the Calgary water crisis

October 24, 2024

By Jen Farr

This summer was an eventful one for Calgary. A few weeks before the annual Stampede, the city’s primary water main burst and flooded the streets. Under normal circumstances, water main breaks are usually repaired within 48 hours (according to the City of Calgary), but nothing about this break was typical.

This feeder main supplies 60 per cent of Calgary’s drinking water and the damage was so extensive that a state of local emergency was declared. Initially, all outdoor water use was banned, and residents and businesses were asked to reduce indoor water use by 25 per cent while repairs occurred. Some communities were under an advisory to boil water before drinking and some local businesses (such as car washes and indoor pools) were forced to close temporarily. Then, a few weeks later, more issues related to the feeder main were uncovered. This led to a second set of restrictions limiting water usage and raising concerns about the city’s aging infrastructure.

Unfortunately, the response to these restrictions – particularly in how they were communicated – was far from smooth. This was especially true during the second round of restrictions that were put in place on August 26. Instead of reducing water usage as instructed while restoration efforts took place, some Calgarians chose to use more water. This seemed to be a deliberate response to the perceived overall message from the city, “Come on, you (citizens and businesses) can do better”. This generated negative headlines in local media, such as “City’s mushy messages are causing high water use. Talk straight for a change” and “Gondek – on the water pipe fix, Calgarians aren’t listening to you”.

This serves as a reminder that regardless of the intention behind a message, perception is reality. For communications professionals, this situation offers valuable lessons about crisis communication, trust and the importance of accountability.

So, how can organizations or individuals manage communications during a crisis when public perception and trust are at stake? Let’s explore.

The importance of clear and transparent communication

One of the main challenges in this case was the lack of transparency regarding the water main break. Although the restrictions had been communicated, there was little detail provided about what caused the issue in the first place. Without this transparency, the public was left to make assumptions, feel frustrated, or worse – be misinformed.

Transparency is crucial during any crisis. Communicators should provide clear, accurate and detailed information to establish trust and avoid confusion. Even if the updates are not ideal, providing them regularly demonstrates authenticity and strengthens the relationship between an organization (or in this instance, the city) and its audience.

Fostering trust through accountability

Another factor impacting trust was the lack of accountability in the city’s response. While the public was being asked to do their part by reducing water usage, there was little indication of how the city was holding itself accountable for what happened or what was being done to prevent a similar issue from occurring in the future.

In times of crisis, it is important for the public to be assured that the organization or city is taking steps to address the problem and holding itself to high standards. A clear and proactive message at the beginning of a crisis, addressing what is known about the issue, the steps being taken to resolve it, and proactive measures to prevent it from happening again, can help build trust.

Acknowledging and learning from mistakes

If nothing else, this situation presents an opportunity to reflect and learn. Every crisis offers lessons on what worked, what didn’t, and how to improve next time. The power of a good debrief cannot be overstated.

Could the messaging have been clearer? Could more empathy have been shown? Were there preventable mistakes? Once an issue is resolved, it is important to analyze the communications strategy and its effectiveness to adjust for the future. This reflection is essential for growth.

For the City of Calgary, this has been a valuable case study in managing perception, taking accountability and carefully crafting messages. As communicators, it is important to learn from these challenges to ensure our strategies are effective, empathetic and aligned with our audience’s needs and expectations.

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