Historically the water industry preferred to be reactive in communications, especially in dealing with the media. That approach left utilities to play defense and often end up on the losing side of public relations. Now the winning strategy is to embrace proactive communications, build productive relationships with the media, and connect with customers, as discussed in this episode with Mike McGill, President of WaterPIO. Mike talks about positive opportunities the water industry has for storytelling, some examples of utilities he sees as comms leaders, and how an organization should conduct a SWOT analysis.Find more at waterloop.orgwaterloop is made possible in part by grants from the Walton Family Foundation and Spring Point Partners. waterloop is sponsored by High Sierra Showerheads, the smart and stylish way to save water, energy, and money while enjoying a powerful shower. Use promo code Loop20 for 20 percent off at highsierrashowerheads.com​​​