News and insights from across the world of water
It’s not about water or marketing this time—but when I saw this post from The Female Quotient, it stopped me mid-scroll. Here’s a piece of the post:
“Embracing neurodiversity in the workplace is not just a matter of inclusivity; it’s a strategic advantage. Companies that foster a neurodiverse environment, appreciating the unique perspectives and talents of individuals with diverse neurological conditions, are often more innovative and creative.”
Strengthening the water workforce
Utilities across the country are facing growing workforce shortages as experienced operators retire.
Bā partnered with The Water Tower Institute to develop Water Needs You, a national recruitment campaign designed to attract the next generation of water professionals.
The result: a scalable messaging platform and partner toolkit helping utilities expand workforce development across the industry.
Welcome James!
We’re excited to introduce James McKinsey, Bā’s new PR Manager.
James brings strong experience in media relations, storytelling, and strategic communications. At Bā, he’ll focus on helping water innovators translate complex technologies into narratives that resonate with editors, customers and communities.
If your team is preparing a launch, announcement, or industry milestone, James will make sure the right people hear about it.
Signals from ACE
What’s really shaping the future of water?
At AWWA ACE this June, Bā will be asking that question and sharing Signals — insights gathered from conversations with utilities, innovators, editors and industry leaders.
Beth, Seth, Mora and James will be on the ground in Washington, DC meeting with clients and tracking the ideas gaining traction across the sector.
If you’ll be there and want to schedule time to talk about how marketing can increase pipeline – or just grab a coffee and discuss industry challenges – let’s connect!
Connect→
When AI looks for water solutions
When someone asks AI about water solutions like PFAS treatment, filtration technology or non-revenue water, it pulls from sources it trusts.
That means earned media, expert commentary and consistent visibility now influence how AI platforms surface companies.
In our latest blog, we explain how water brands can strengthen their credibility in the AI era.
Good water news
Students across the U.S. are learning about water conservation through their school gardens.
The 2026 Waterwise Garden Grant from KidsGardening is supporting 25 elementary and middle schools with funding and irrigation kits to help students grow gardens while learning how to use water wisely.
Curious if a school near you made the list?
YOUR FULL-SERVICE
water ally
Most agencies need time to catch up. We’re already in the current with you.
With full-service marketing and deep water expertise under one roof, Bā helps brands break through bottlenecks and find their flow.
wellspring
drink it in
The freshest source for industry insights, marketing tips and creative inspiration from the Bā team.
What is newsjacking + how to leverage it effectively
“Newsjacking” may sound flashy, but at its core, it’s a smart and timely way to join a bigger conversation—and make your brand more visible in the process. Done right, it positions your company as insightful and relevant. Done wrong, it feels tone-deaf or self-serving.
Here’s what water brands need to know about newsjacking—and how to do it well.
How AI decides which water companies to trust
Generative AI is changing how people gather information — and for niche sectors like municipal and industrial water, the stakes are especially high. When operators, engineers and procurement teams turn to AI tools for clarity, the quality of your content directly shapes what they see.
Why engineers deserve better marketing
Marketing plays an essential role to shine a light on engineering expertise and clearly communicate the value of their creations.
Shaping the narrative: The power of PR in water innovation
Whether you’re introducing new technology, responding to regulatory shifts or entering a new market, effective public relations doesn’t just share your message. It shapes it.
Momentum in motion: Bā’s top PR wins of 2025
In 2025, we partnered with ambitious water brands during moments of growth, change and opportunity. Here are some of the standout PR moments that defined the year.
Messaging matters: What are messaging strategy services and how do they make an impact?
Transform your water industry brand with messaging strategy. Communicate clearly, build trust and stand out in the market with tailored messaging that sparks action.
Orchestrating a seamless product launch for water industry innovations
Launching a new product in the water sector takes more than innovation—it takes alignment, momentum and trust. Whether you’re rolling out a treatment solution, digital platform, SaaS product or launching a water-focused service or initiative, the success of your launch hinges on how well you connect your offering to the people who need it most.
What’s the biggest mistake water brands make when engaging a creative team?
Water brands: Your creative brief is more important than your budget. We reveal the most common mistakes and how a strong brief can lead to more effective, impactful creative.