News and insights from across the world of water
I’ve missed ACE twice. Once was in 2017, during chemo, in my hometown of Philly. I told myself right up until the last minute that I would still go. I did not. This year it was Lyme, and the same thing happened. I planned around it. I told myself I would push through. I did not go this time either.
Turning the corner toward community trust
When a pending Consent Order and upcoming rate increases put WEWJA at a crossroads, the Authority needed a way to communicate openly with 45,000 customers—fast, and on a public utility budget. Bā partnered with Washington-East Washington Joint Authority to rebuild their digital presence from the ground up, launching a fully redesigned website in just three months.
The result: a transparent, community-ready communications hub. What was once a largely invisible site is now a working platform with full site indexability, stronger search visibility, and a foundation for ongoing communications.
Signals from the expo floor
The Boeh Agency team was on the floor at ACE26 in Washington, D.C. earlier this month, one of the largest industry events for drinking water professionals.
While our team was there meeting with our clients and making new connections, we were also listening for what’s really driving the sector today.
It was impossible to walk the expo floor without recognizing the industry’s known drivers: infrastructure that’s aging, finite resources to renew it and a workforce in transition. But that’s not all we heard.
Below are six takeaways from our team having conversations with utility and tech leaders across the industry.
Welcome Kristen!
The team just got stronger. Kristen Wishon joined Boeh Agency as our new Marketing Director, bringing 15 years across nonprofit, advocacy and corporate marketing and PR. She’s a full-stack marketer, equally at home in a creative brief or a media strategy session.
At Bā, Kristen leads integrated marketing strategy across our client portfolio. ACE26 was her first water industry conference. Something tells us she fit right in.
Welcome to the water sector, Kristen. We’re so glad you’re here.
WEFTEC is closer than it feels
WEFTEC 2026 hits NOLA September 26 through 30, less than three months from now. It’s our biggest US show of the year, and the Bā team will be there, walking the floor, sitting in on sessions and cheering on our clients in person.
We’ve watched this timeline play out enough times to know how it goes. Booth production, messaging and PR outreach all need lead time. The brands that show up strong are the ones who started planning months ago, not the ones scrambling the month before.
If you want help with any part of your WEFTEC push, or just want to grab coffee with us while we’re there, reach out.
Want to avoid the bottlenecks of pre-show planning? Our conference planning guide walks you from booth deposit through post-show follow-up
Good water news
Engineering Tomorrow is a nonprofit bringing free, hands-on engineering labs to high school and community college students who might not otherwise get exposure to the field. The goal is a more diverse next generation of engineers.
Their Clean Water lab, built with Engineers Without Borders USA, taught more than 42,000 students about filtration systems and water conservation in a single event. With the water sector already watching its workforce gap widen, this is exactly the kind of pipeline worth celebrating!
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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.