Over the past 30 years, the water resource industry has changed dramatically from a relatively low profile, homogenous environment to a highly scrutinized "fish bowl" brimming with controversy. One topic in particular has driven much of this evolution—water quality.
Advancements in monitoring technology have given us the ability to detect contaminants at remarkably low levels, which in turn has facilitated a four-fold increase in the number of regulated contaminants since the early 1970's. Future technological breakthroughs will most certainly result in mounting pressure to regulate additional pollutants and consequently further heighten public awareness on water quality issues.
Compounding matters in this area is today's frenetic world of mass communication and real-time data that inundates the general population with "drive by" reports and provocative sound bites from a seemingly unlimited number of sources. As a result, water users are often left misinformed and/or confused. Misleading statements combined with a certain degree of inherent public skepticism with respect to public or governmental agencies can lead to false perceptions. Unfortunately, such perceptions often morph into a virtual reality for the average citizen.
This troublesome reality has exposed the need for enhanced, coordinated public information efforts by those of us entrusted with providing safe, reliable water supplies. With the expansion of the collective public consciousness of both water and health issues, now more than ever before it is imperative that water resource agencies take a more proactive role in informing their customers of water quality concerns and risks. More aggressive public outreach efforts will greatly reduce the likelihood of misconceptions and confusion thus raising consumer confidence in our most vital natural resource. To that end, it is important that a single, coordinated message be delivered, whenever possible. The handling by Metropolitan of the recent geosmin outbreak in Lake Castaic, which given the events of 9/11 triggered public concern, serves as a good example of how future incidents should be addressed in an expeditious and organized manner.
Genuine public trust of water agencies is paramount to any communications program, particularly efforts designed to address concerns related to public health. The establishment of a trust relationship with the public is widely recognized by communications specialists as a prerequisite for a successful outreach program and is indeed a fundamental element of the Environmental Protection Agency's Seven Cardinal Rules of Risk Communication. Rule No. 4 of EPA's guidelines suggests that in communicating risk information, trust and credibility are a spokesperson's most precious assets. This rule further emphasizes that trust and credibility are difficult to obtain, and once lost they are almost impossible to regain completely. This obvious truth underscores the need for public agencies to openly and honestly present the facts concerning the situation at hand and disclose what is known, what is not known, and what is being done to address the issue.
Moreover, it is essential that the water community—suppliers, regulators, and independent science organizations—work together in formulating outreach programs. The lines of communication between these subsets of the water resource industry must remain open and active to facilitate the release of clear and concise information that can be easily interpreted by the public.
Additionally, collaboration with neutral and unbiased third parties with expertise in the area of interest can provide an increased measure of credibility and further serve to allay public anxiety. This form of cooperation has been evident in recent years with respect to the chromium 6 debate in which water agencies have sought an impartial and full evaluation of risks associated with exposure to chromium 6. The objective of this approach is in essence a fact-finding mission conducted in the spirit of the public's "right to know".
At the end of the day, the message that we must deliver is that local tap water is generally safe, yet the state of our science doesn't allow us to make any ironclad assurances, particularly for those with weakened immune systems or who suffer from other serious maladies. We should take every opportunity to communicate that as a nation we have the most stringent standards, and consequently, the highest quality drinking water in the world.
Donald Kendall is general manager of Calleguas Municipal Water District, one of Metropolitan's member agencies.
Don Kendall
