News about PFAS in a community’s drinking water can trigger fear in the public. To no surprise, reports of potential health effects like cancer, immune system changes and pregnancy complications are scary.

In the face of such concerns, how should a water utility approach its customers? The first instinct might be to try “calm people down.” But experts in communicating about risk advise that such an objective by itself is at best ineffective and at worst toxic to credibility.

It’s a Skill

Risk communication is a specialty that requires study, planning and deep sensitivity to people’s concerns. A poorly executed program can promote mistrust and make the crisis worse. Credibility built over years can be lost and, if so, is extremely hard to restore. Here is some advice on communicating about risk, drawn from various experts in the discipline.

It’s about solutions. Explaining alone won’t take the concern away. People first want to know: What are you doing about this? As early as possible, have a plan of action. Show customers that you’re not just going to talk; you’re going to fix this, with their help and support.

Don’t try to make it trivial. With PFAS you’re talking about tiny concentrations like parts per trillion. So it’s tempting to brush the concern aside with comparisons such as, “A part per trillion is like one drop of water in 20 Olympic swimming pools.” But people react negatively to such comments — it signals that you’re not taking their issue seriously.

Get there first. People’s perceptions of risk often form around the first message they hear. When a PFAS issue arises, let the public hear about it from you. Otherwise you open the door to information from others that is likely to be inaccurate or misleading — and now you’re on the defensive.

Get it right. Lay this issue out objectively and accurately. Don’t assume you have to “dumb it down” for the public. According to AWWA Journal, the optimal approach is “simple enough to understand, yet technically advanced enough to trust.”[1]

Build credibility. Without being boastful, explain the background that enables you to address the issue effectively. Mention your education, your tenure in the industry and the community, and any specialized or experience you have that relates to the issue directly. Don’t ask people to trust you. Demonstrate by your knowledge and honesty that you deserve to be trusted.

Show empathy. Information and qualifications alone won’t carry the day. Let customers know you understand their concerns. Share, for example, that you live in town, too, that you have a spouse and children, and that you drink the same water as everyone else. Some key words to remember: “People don’t care how much you know until they know how much you care.”

Be honest and transparent. Avoid withholding information, but don’t pretend to have all the answers. Place the issue in context by explaining the regulatory process. Use words with positive connotations (safety, collaboration) instead of words with negative associations (contaminant, hazard).

Involve your publics. Nothing boosts credibility and cooperation like making people part of the discussion and solution. Invite comments from the public, and take them seriously. Reach out to all sectors in the community. Coordinate with key community groups. Develop outreach materials. Rehearse for and conduct public meetings.

Reach Out For Help

Finally, a key watchword: “Don’t try this at home.” At least not without proper advice and guidance. To help you get started, the U.S. EPA offers a PFAS Communication Toolkit (visit epa.gov/sdwa/pfas-communications-toolkit).

And your national, regional or state industry association likely offers help as well. Reach out to those with experience and fine-tune your risk communication skills before you go out and face the public.

Reference:

[1] “Talking to Customers and Communities About PFAS,” AWWA Journal, May 2020.