Losing Control of the Debate

Big ideas are great---I love them. But most of the time they won’t go far unless the groundwork is properly laid. Here’s the latest example from Spokane’s City Hall: Water Use Restrictions.

Mayor Mary Verner says that folks ought to conserve water and among the better ways to do that is limit when people can sprinkle their lawns. Sounds reasonable when you consider all of the energy going toward preserving the aquifer and the Spokane River. But Spokane residents love their green lawns so any hint of watering restrictions creates more than just ripples across the pond.

Major policy initiatives such as water restrictions need a great deal of explanation, background information and good old-fashioned schmoozing in order to gain the necessary support among the voters as well as the decision makers---in this case the City Council. Critical audiences need to be identified, facts gathered, key messages developed and a robust PR and media plan created in order to mobilize support for tough issues. Moving forward without clear, concise and persuasive messages and strong reasons for making a change means running the risk of losing control of the debate---which has already happened. City Council members Bob Apple and Nancy McLaughlin have expressed their opposition and letters to the editor panning the idea have already been published. The only thing coming from the Mayor’s office is that the City will be exempt from watering restrictions.

Most people probably would not argue with Mayor Verner’s vision to conserve water; many would even support her idea to limit some water usage which makes this a winnable issue. But it’s going to take more than just good ideas, sincere beliefs and noble intentions to make it happen.