This project provides WERF subscribers with a state-of-knowledge report that is a synthesis of existing work and provides guidance on effective risk communication practices, public perception and message effectiveness.
Communication principles are applicable to a wide variety of potential health and environmental risks; however, the report is written with a focus on trace organic compounds. Project findings are drawn from: 1) a focused literature review of communication materials published in the environmental industry; 2) documents describing risk communication practices in other industries (nuclear energy, chemical manufacturing and the pharmaceutical industry) which culminated in several “lessons learned” that are relevant to trace organic compounds; 3) coding and systematic analysis of approximately 25 recent media articles pertaining to trace organic compounds focused on vocabulary and imagery, key messages, and the articles’ likely impact on the public; and 4) interviews with water and wastewater utility representatives to better understand their existing communication and outreach programs, interaction with the public and media and perspectives on communications needs.
Principles described in this report can be used to convey a wide variety of messages to help municipalities better communicate with the media and public. Recommendations for utilities and ideas for future research specific to trace organic compounds are
Chapter
ES.4 Communications Framework
ES.5 Summary and Recommendations
The Need to Communicate Information about the Human and Environmental Health Effects of Trace Organic Compounds
Existing Communications Efforts and Programs
Water Environment Research Foundation
Research Organizations and Industry Associations
Water and Wastewater Utilities
Project Collaborating Organizations and Roles
Focused Literature Review
Literature Review of Other Industries
Media Analysis and Review
Media Article Identification
Feedback from Utility Partners
Development of a General Communication Framework
Summary and Recommendations
Psychology of Risk Perception
Be Honest and Transparent
Value the Decision-Making Process
Understanding Public Attitudes
Tools for Understanding Public Attitudes
Water Conservation and Shortages
Effective Communication Practices
Developing a Communication Vision
Preparing a Communication Plan
Implementing the Communication Plan Effectively
Stakeholder Participation
Message Delivery to the Public
Communicating with the Media
Smooth Implementation (Water Reuse Projects)
Guidelines for High Concern/Low Trust Situations
Utility Communication Programs
Lessons Learned from Other Industries
Lesson #1: Pay Attention to Risk Communication
Lesson #3: Poll Perceptions before Designing a Public Relations Campaign and During the Campaign
Lesson #4: Emphasize Benefits
Lesson #5: Adopt Inclusive Decision-Making Processes
Lesson #6: Recognize the Role and Implications of Stigma
4.1.1 Systematic Approach to Media Article Selection and Review
4.1.2 Selection of Media Articles for Review and Coding
4.2.1 Overall Affective Tone
4.2.2 Failure to Disclose Information
4.2.3 Pharmaceuticals and Other Substances Listed
4.2.4 Scope of Contamination
4.2.5 Concentration and Amount of Exposure
4.2.7 Limits of Control Technology
4.2.11 Emotional and Inflammatory Images and Terms
4.2.12 Sensitive Populations
4.2.16 Media Summary and Conclusions
4.3 Utility Interactions with the Media: Survey of Utility Partners
4.3.1 Utility Partner Questions
4.3.2 Terminology and Relative Importance of the Issue
4.3.3 Outreach Tools/Approaches/Programs
4.3.5 Major Deficiencies/Needs
4.3.6 Summary and Conclusions from the Utility Teaming Partner Interviews
4.4 Summary and Conclusions
Putting Activities and Ideas into Context: A General Communication Framework for Utilities
Define Communications Challenge, Viewpoint, and Key Messages
Align Program with Viewpoint
Disseminate Information and Monitor Results
Recommendations for Utilities
Suggested Future Research
Communication Principles and Practices, Public Perception and Message Effectiveness
( WERF Research Report Series )
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