YORKSHIRE Water today went on to a public relations offensive targeting both its business and domestic customers.

The massive year-long PR and advertising campaign was announced this afternoon as competition hots up in the water and sewage industry. A first publicity blast will cost the £760 million turnover company £200,000.

And it follows research which shows that most companies and household consumers know little about their water supply or how their waste water is treated.

At the same time the company which extends from Darlington to Sheffield and Skipton to the East Coast promises to give customers and other stakeholders a bigger say in its affairs with an overhaul of its customer consultation services. The research shows that:

Nearly one in three customers do not know of the underground grid which protects supplies across Yorkshire

About 87 per cent still believe that in times of shortage, water is moved around by tanker

Almost 70 per cent don't know about investments in improving Yorkshire's rivers

Less than ten per cent realise that Yorkshire Water also provides sewage services.

Through the campaign the company aims to demonstrate that the dark days of crass water shortages experienced in the 1990s are over and that it is now "one of the most efficient and reliable water and sewage services in the country."

Apart from targeting domestic consumers, the company hopes to get its crucial messages of reliability and responsiveness to more than just its existing 140,000 business customers around the region.

Already it has begun actively to target firms outside its boundaries - even organising a seminar in Manchester, the heart of its rival North West Water in a bid to win new contracts.

Richard Emmott, head of Yorkshire Water's communications said: "Although competition in the water and sewerage industry hasn't yet ignited like it has in the gas, telecommunications and electricity markets, Yorkshire Water has grasped the nettle and adopted a much more commercial focus."

That meant retaining existing customers but also luring firms outside its traditional boundaries, he said, adding: "In particular we want to target those businesses which we have established expertise in working with such as brewers, food manufacturers and the chemical industry.

Yorkshire Water recently struck a deal with the Black Sheep Brewery at Masham, near Ripon over the disposal and treatment of its weekly 2,400 barrels trade effluent waste at Masham Sewage Treatment Works.

Yorkshire Water's area manager Jeremy Housley said: "We are looking at totally rebuilding Masham Sewage Treatment Works and called the brewery to see if we could reduce its disposal costs by utilising spare capacity.

"There were benefits on both sides - we got some new income and help to rebuild the works and the brewery will make substantial savings on getting rid of its trade effluent."

A dedicated business advertising, leaflet and guide campaign will emphasise that beyond the issues of water and waste, the company offers water audits, conservation advice, help with leak detection, providing factories with new water infrastructure and help with repair and maintenance as well as providing 24 hour emergency call-out.