AWWA JAW70096

As it becomes more common to communicate with customers about issues of complex science whose health effects are not well understood, it is imperative for utilities to understand the perceptions their different audiences have about drinking water and public health. Utilities must also acknowledge the role that trust plays in communications and make efforts to gain and keep the trust of their customers and the general public. The Associated Press series of articles about pharmaceuticals in drinking water that were published in media outlets around the country are presented here as a case study. The author explains how risk communication principles are used and offers suggestions for applying these principles in utility communications, specifically when addressing pharmaceuticals and other emerging issues. Includes 2 references, figure.