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HomeMy WebLinkAboutBOARD MINUTES 03-11-97 73 MINUTES OF THE ADJOURNED REGULAR BOARD MEETING OF THE DISTRICT BOARD OF THE CENTRAL CONTRA COSTA SANITARY DISTRICT HELD ON MARCH 11, 1997 The District Board of the Central Contra Costa Sanitary District convened in an adjourned regular session a 1250 Spring brook Road, Walnut Creek, County of Contra Costa, State of California, at 6:00 p.m. on March 11, 1997. President Menesini called the meeting to order and requested that the Secretary call roll. 1. ROLL CALL PRESENT: Members: Rainey, Nejedly, Hockett, Boneysteele, Menesini ABSENT: Members: None 2. PUBLIC COMMENTS President Menesini announced that Member Rainey has decided to place her name into consideration for appointment to the Walnut Creek City Council. President Menesini was joined by the Board and staff in wishing Member Rainey well. 3. BOARD WORKSHOP a. OVERVIEW OF THE DISTRICT'S COMMUNITY EDUCATION AND MEDIA OUTREACH PROGRAMS (Continued from Februarv 27. 1997) b. APPOINTMENT OF AD HOC COMMITTEE FOR OVERSIGHT OF PUBLIC OUTREACH PROGRAM (Continued from February 27, 1997) President Menesini stated that the District's monuments and successes are buried deep in the earth and few people know about Central Contra Costa Sanitary District. President Menesini stated that he feels that the District should have an exceptionally good public information program highlighting the efforts as they occur but also being proactive anticipating and creating opportunities to communicate with the public. Mr. Roger J. Dolan, General Manager-Chief Engineer, stated that this workshop is a continuation of the February 27, 1997 Board Workshop on the District's Community Education and Media Outreach Programs. Mr. Dolan stated that at the February 27 Workshop, he and Member Boneysteele provided an introduction and gave some of the history of media relations at the District. The essence of that was that the media relationship at the District has grown out of experience and direction from the Board. Also any successful media relationship must take into account the media's needs and expectations. Mr. Dolan stated that the purpose of this workshop is to make sure that the Board and staff are aligned on the District's Media Outreach Program. Rather than laying out what staff believes this should be, Mr. Dolan suggested that it might be more appropriate for staff to give a glossary of the terms from the handout prepared by staff and then have a free flowing discussion. Mr. Dolan introduced Mr. Paul Morsen, Deputy General Manager, who stated that at the last meeting, Ms. Harriette Heibel, Community Education Officer, gave an overview of the District's Public Outreach Program and ways of getting the District's messages out to various audiences. Mr. Morsen stated that the Media Outreach Program is somewhat different as the District does not have the same control that is available in other public information efforts. Therefore, media outreach has historically been separate and distinct from other public information efforts. Member Hockett stated that she sees the Community Education Program and the Media Outreach Program as two separate pieces. The components of the Community Education Program were reviewed at the last workshop and are great as they stand today. Member Hockett asked if everyone agrees to that? 03 11 97 74 President Menesini stated that he does not agree. The components of the Community Education Program may be good, but he would like to consider ways the District could improve them. Member Hockett stated that she needs to know where improvements could be made. Member Hockett stated that she believes that we all can and should improve everyday. Based on the presentation made at the last meeting, Member Hockett asked if the Community Education Program is acceptable to the Board? Mr. Dolan stated that staff took away the message that the Board liked what it heard, and staff was to look at three things: 1 ) Evaluate the Shop Smart Program and determine if the concepts embodied in this program can be incorporated into the District's Community Education Program; 2) Come back with an overall budget for the Community Education Program; and 3) Look at the possibility of teaching teachers as an alternative to some of the direct education program components. President Menesini stated that he also asked for a feedback evaluation of the "Sewer Squad" Elementary School Program. Member Rainey stated that she thought the presentation of the Community Education Program was very good, but the District must keep in mind what its limitations are. We must be selective and determine how we can be most effective. Member Rainey stated that she does not think the District should have programs for kindergarten through twelfth grade because that is not the District's function, but should instead just use programs that get out the District's messages. President Menesini stated that is why he asked for a budget and objectives tied to the budget. President Menesini stated that great community education programs are sometimes presented at the California Association of Sanitation Agencies (CASA) meetings. The District could emulate some of those programs without expanding its budget or staff. Mr. Dolan indicated we are most happy to do what the Board wants. We have been unable to produce all the programs the Board has requested to date because our staff is overloaded. If the Board wants to do something else, an existing program must be eliminated or the District will have to increase its resource commitment to community education. Member Hockett stated that the District does an incredible job in presentations and getting out information. Member Hockett stated that she does not believe the District should emulate any other programs. Mr. Dolan stated that staff planned to come back at the April 17, 1997 Board Meeting to provide further information and receive additional direction on the Community Education Program. At our last workshop it was decided that tonight's meeting would focus on the Media Outreach Program and staff is prepared to respond. Mr. Morsen distributed a handout entitled "Media Activities" including the following components: . Feature Articles . News Articles . Editorial Articles 03 11 97 75 Mr. Morsen described these components and gave examples of each one. Mr. Morsen discussed the importance of the relationship with the reporter, stating that he has tried to enhance those relationships by: 1 ) Trying to build a good relationship with the reporters and editorial writers; 2) 3) Trying to be very responsive when reporters call the District; and Trying to bring interesting and timely items to their attention. President Menesini stated that he feels that the District could do a better job in this area. President Menesini stated that the purpose of this Board Workshop is to make suggestions and try to see if there are ways the District can improve. Member Hockett stated that the District has awesome press coverage, and she would have nothing to contribute in the way of recommending change. Member Rainey stated that she finds it very informative to see what the District has done with regard to media outreach. It is important to have consistency in dealing with the press so that a relationship can develop to the point that reporters will call you for information. The District's problem is that the press is only occasionally interested in the District. Mr. Dolan stated that there is a very powerful axiom at the District that says that the most valuable commodity we have with the press is credibility for accuracy. They need to know they can rely on us to be honest, open, and factual. President Menesini suggested that a follow up article or an editorial on the Acme settlement could be very well done. The fact that the District is treating effluent that comes out of the landfill and using landfill gas reduces the $2 million in public costs. Other districts are not doing that. Member Nejedly stated that it is important to know someone at the newspaper and keep the communication lines open. In addition, letters to the editor are well read. Articles on the District have been good for the most part. Staff must create and maintain a relationship with the media people since they are dealing with them on a regular basis. It is very important to keep that to our advantage. Unfortunately, with a newspaper you will get good press for a time and then bad press depending on the situation. If we keep in contact with each other about the people we know at the newspaper, we might get an advantage. There should be a balance between cost and activities. The Times is the local newspaper and we can use that to our advantage. If the information is out, double check to be sure it is still accurate or that you did not leave anything out. Member Rainey stated that those are all good points. One of the things that the Board and staff must realize is that we do not control the headlines nor does the reporter. Based on the experience of Senator Rainey's office, Member Rainey offered the caution that if too many press releases are generated, there comes a point when the press loses interest. Member Rainey stated that staff should wait until there is something of interest to the press. President Menesini agreed that there must be a balance. President Menesini stated that staff must be proactive and look at what is coming up. More District staff should be involved in this activity. In addition, President Menesini suggested that public access television should be considered. Recycled water is a big issue for the District now. Public access television might be a way to get out information on the quality and quantity of recycled water. The District must generate that information and be proactive in the area of news releases. President Menesini suggested that a follow up story might be appropriate on the Orinda City Council decision to allow sewer work at night and on weekends. Perhaps the District could send something back to the Orinda City Council thanking them for allowing this to happen. President Menesini stated that he understands that we cannot do everything but some of these things are just good public information techniques. There are ways in which the District could improve. By that, President Menesini stated that he does not believe that the current Media Outreach Program is bad, he just feels that there are things that can be improved. 03 11 97 76 With regard to having more people from different departments involved in the Media Outreach Program, Member Rainey noted that others are involved from time to time but stated that she would be concerned if calls from the press were not routed through a single individual. Member Boneysteele stated that he tends to agree with Member Hockett but on the other hand knows that President Menesini has real concerns that the District is not getting our story out. Member Boneysteele stated that since 1962 he has had experience dealing with the press during very difficult years of energy shortage and rampant inflation. Member Boneysteele stated that he has seen agencies get pummeled by the press and as a result lose prestige. The press must be handled with a great deal of care. Member Boneysteele stated that he thinks Mr. Morsen is doing an excellent job under the circumstances. If President Menesini has a definite program with specific suggestions or specific problems, it should be brought forward and the Board can decide what it would like to do. President Menesini is President of the Board of Directors and as such is the spokesperson for the Board. However, Member Boneysteele cautioned that the District should move very carefully if it is going to a proactive program because East Bay Municipal Utility District (EBMUD) was very nearly destroyed in that way. President Menesini stated that he is not suggesting radical changes. Specific examples were given earlier. President Menesini stated that the District should take a good look at what it is doing and how it is being done. Member Boneysteele suggested that President Menesini work with Mr. Morsen on the next media matter that arises. Member Nejedly stated that there might be a time factor in some cases even though President Menesini is easy to reach. In addition, building relationships takes time. Mr. Morsen stated that the Household Hazardous Waste Facility will present the District with an opportunity to generate a positive article. We have received guidance from the Board about this project. Mr. Morsen stated that he and Ms. Heibel have already begun planning for that. Further input would be welcomed from the Board. Member Boneysteele suggested that a letter to the editor from the President of the Board responding to the Acme settlement might be worthwhile. Member Hockett expressed concern about the District aligning itself with Acme after the lengthy and costly litigation where the District and Acme were adversaries. Discussion followed with regard to a follow up article on the Acme settlement. Member Hockett left the meeting at the hour of 7:40 p.m. President Menesini stated that things can be done to benefit the District's relationship with the news media. It is easy to say that things are fine, but there are things that can be done to improve. Member Rainey stated that she believes the Board and staff all agree with that and are just trying to zero in on a program. Member Rainey expressed concern about putting out so much information that when something really important arises it is not heard. Member Rainey stated that she thinks the District's Media Outreach Program is good, and she doesn't see anything wrong with what is being done. However, anything can be improved. Member Rainey stated that there is a good balance now. Stories are sometimes twisted, but the District is doing a good job. The amount of media coverage has increased over the past few years. President Menesini stated that he indicated that he thought this was an excellent presentation and complimented Mr. Morsen on it, but he can see ways the District can improve its presentation. The District is not beyond improvement. President Menesini stated that he made a few suggestions on how we might improve as follows: 1 ) Involving more staff members having the necessary technical ability and public speaking skills to deal with the media; 03 11 97 77 2) Doing follow up articles of benefit to the public; and 3) Generating more editorials. President Menesini stated that he wanted to apologize that this event was held but at the same time, he stated that he feels very strongly that the District should be able to look at ways to change and improve, and not just say that everything we are doing is good and therefore we shouldn't make âny changes. The Board is here to make suggestions, not to micro manage. In response to a question from Member Nejedly, Ms. Harriette Heibel, Community Education Officer, stated that she and Mr: Morsen have discussed ways to involve staff more. A recent example is Infrastructure Division Manager Jay McCoy's participation in the article on the Gary Way Contractual Assessment District. Ms. Heibel stated that there will be more opportunities in the future with the Household Hazardous Waste Facility, Recycled Water Program, and Earth Day Event. Member Boneysteele stated that it might be worthwhile to have a Board Committee follow up on this discussion. Member Boneysteele suggested that Members Menesini and Nejedly be appointed to that Committee because they bring new viewpoints to the issues. As opportunities and applications come up, the Committee can come back to the full Board. President Menesini agreed, stating that the District should take a proactive approach to media outreach. Member Nejedly stated that a proactive approach would provide the District with an opportunity to act before it had to react. Mr. Dolan stated that the District's newsletter to our customers will go out this spring. Following discussion, it was the consensus of the Board that a follow up to the Acme settlement news story be presented in the newsletter where it can be clear and the District's leachate and gas services are being done in an environmentally protective way. President Menesini stated that the Acme settlement would also be an appropriate topic for a newspaper feature story follow up if the opportunity presents itself. Mr. Dolan stated further that he believes that there is a misunderstanding about the degree to which people other than Mr. Morsen are involved in these news stories. The Board's suggestion that other staff members be involved is being done now, but the newspapers do not always quote them. President Menesini stated that may be the case, but there are also certain feature stories that can be crafted in such a way as to focus on District employees. Following discussion, Mr. Dolan stated his understanding of the consensus of the Board that to the degree practicable, the involvement of District staff, other than management staff, should be part of the generation of feature stories and the response, where possible, to news reporter inquiries. Members Menesini and Nejedly agreed, Members Rainey and Boneysteele disagreed, and Member Hockett was absent. Following further discussion, Members Menesini, Nejedly, and Rainey agreed that to the degree practicable, the greater involvement of District staff, who have good communication skills in conjunction with management staff, should be part of the generation of feature stories and the response, where possible and when time permits, to news reporter inquiries. President Menesini stated that if anyone has an item that might generate a news story, they should call Mr. Dolan or Mr. Morsen. Mr. Dolan suggested that the Board might consjder adding a standing item on the Board Meeting agenda where at each meeting the Board would have an opportunity to indicate any matters of District business that they felt would be suitable topics for a media outreach effort. 03 11 97 78 Member Boneysteele strongly counseled against having a standing agenda item. The Board agreed. In response to a question from Mr. Dolan, President Menesini stated that by having press releases and being proactive, the District can get information out on important programs such as the Ultraviolet (UV) Disinfection Project and the Recycled Water Program. In order to explain these programs, the" District must get the issues out to the public in a positive way rather than a negative way. Member Boneysteele stated that reporters resent press releases. President Menesini stated that some reporters love press releases but others may feel they are being manipulated. There are all kinds of variables. President Menesini stated that by press releases, he means that the District may need to generate feature stories, articles, and press conferences. Member Rainey stated that staff is already planning media events for UV Disinfection, Recycled Water, and Household Hazardous Waste. The question is how much more, if anything, should the District do? Member Rainey stated that there is a danger in too many press releases. President Menesini agreed but indicated that he felt that is staff's job, but stated that there are a number of newsworthy stories that should be communicated to the public. Member Rainey stated that in deference to staff, there have been excellent presentations to the Board when major media campaigns were planned and the Board provided input on design, graphics, and content. Member Nejedly suggested that the Board Committee could review some of the large media campaigns. President Menesini stated that the Board Committee should be helpful to staff. The right attitude with the Board Committee is to put something out and receive input from the Board Committee as to how the Board as a whole will react. The Board Committee's role is not to pass judgment on everything that goes out of the District. President Menesini stated that the Board Committee could review the situation and develop a press policy for consideration by the full Board. Member Boneysteele stated that if the Board Committee could come up with a specific concept which could be applied to a specific case, it might be possible to achieve consensus on that. Otherwise, it will be very difficult to reach consensus. In summary, Mr. Dolan asked if there was consensus to proceed with feature stories on major items and to review these stories with the Board Committee comprised of Members Menesini and Nejedly. Members Menesini and Nejedly concurred. Mr. Dolan stated that in the past editorials were used only on selective items where it was believed that the public needed to receive the information. Staff felt that approach had been successful. President Menesini stated that editorials should receive consideration from the full Board. Mr. Dolan thanked the Board for their input. 4. REPORTS/ANNOUNCEMENTS Mr. Dolan, General Manager-Chief Engineer, announced that there will be a dinner honoring retiring Senator Dan Boatwright. Specifics on the event will be provided to the Board at a later date. Unless the Board objects, staff will prepare a resolution for that event. The Board voiced no objection. 03 II 97 79 5. ADJOURNMENT There being no further business to come before the Board, President Menesini adjourned the meeting at the hour of 8:45 p.m. ~77à President of the Board of Directors, Central Contra Costa Sanitary District, County of Contra Costa, State of California .. COUNTERSIGNED: 03 11 97