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
