The Butler Area Sewer Authority plans to put more effort into getting its story out. The sewer authority's board chairman, John Heim, said at a recent meeting announcing the public relations effort, "We need some good press."

An informal arrangement with former BASA board member Ned Stokes handled public relations in recent months. But when Stokes announced he was resigning his volunteer position over health concerns, the board opted for a creative, and no-cost, alternative.

Apublic outreach program will be developed by Eric Conrad, a consultant with Cedarwood Development, the Akron, Ohio-based firm expanding Butler Commons Shopping Center. Conrad said he will provide his communication services to BASA at no charge.

In addition, some public relations work will be handled by students in Slippery Rock University's environmental program. The college students will work on public service announcements, advertisements and a program for school-age children.

Most people connected with BASA can agree on the need for some good press. There has been a fair amount of controversy and public criticism over issues related to the consent order with the state Department of Environmental Protection. The state's order requires BASA to rid the sanitary sewer system of stormwater infiltration, which causes overflows at pump stations during times of heavy rains.

The authority has until July 31, 2012, to complete the work. A BASArequest, filed over the summer, to extend that deadline was denied by the DEP.

Related to the infiltration problems, a state-ordered restriction on building permits and development triggered public criticism. There also has been criticism of the board for its continuing refusal to include representation from Center Township, or other areas served by the authority beyond Butler and Butler Township. Only the city and township have representatives on the board, despite the fact that the authority has many customers in Center, Connoquenessing, Oakland and Summit townships, as well as the Borough of EastButler.

Few will deny that BASA is dealing with some difficult challenges. While BASAclaims most of its troubles are not of its own making, many people have argued that the authority did not take a proactive position in dealing with its problems, and was not responsive enough when the DEP got involved.

The troubles facing BASA are complicated and many relate to the authority's inheriting older systems and the associated old pipes and illegal tap-ins that send rainwater into the sanitary system. So a concerted public relations effort might be effective in helping people to understand and appreciate the problems facing BASA.

Still, no matter how well BASAspins its story, the authority still shoulders some of the responsibility for its woes and the related economic impact on the community. And while the sewer authority reaches out to tell its side of the story, many people will want to know the thinking behind blocking reasonable representation from other communities, such as Center Township.

People might also want to hear the authority's explanation for why the sewer plant has outbreaks of foul odors that drift along Route 8 from time to time. Even understanding that BASA has a difficult job to do, and one that most people don't want to think about, there is an expectation that proper plant management should eliminate unpleasant odors from escaping. Sewer authorities across the nation are routinely working with new technologies and techniques to eliminate odors.

BASA's public relations efforts should not only include educating the public about the complexities of the consent order. They also should address the issue of board representation and why there still are too many days when offensive odors make for an unpleasant welcome to Butler for anyone traveling near the plant off Route 8.