Using Communication to Boost Public Trust in Water Systems

Consumer Confidence Reports

The U.S. Envi­ron­men­tal Protection Agency’s (EPA) new Consumer Confidence Report Rule Revisions hold water systems to a higher standard while talking to their customers, especially when discussing lead. Imple­ment­ing best practices for LCR-related compliance can increase trust and partic­i­pa­tion while following this new EPA direction.

Best Practices for Effective Commu­ni­ca­tion 

Using the below best practices can increase a water system’s acces­si­bil­ity and trans­parency when commu­ni­cat­ing to the public:

1. State a clear message: Ensure the main takeaway of your document is evident and consistent. Clearly explain changes in information. If a material notice changes from “unknown” to “lead,” are you explaining why? 

2. Write to an appropriate reading level: Create content below at least an 8^th grade reading level to make the information easily digestible to a wider audience.
3. Ensure Skim­ma­bil­ity: Design documents so the main message is clear even if the reader only glances at it for a few seconds.
4. Use Visuals: Incorporate graphics to help convey the message more effectively. 
5. Plan for Trans­la­tions: Provide trans­la­tions catering to non-English speaking communities in your target audience. 

Required and Recommended Commu­ni­ca­tions

A detailed commu­ni­ca­tion strategy is a must-have for a lead service line (LSL) inventory and replacement project. By October 16, 2024, water systems serving over 50,000 customers need to post their inventories online. Those serving less customers must make their inventory publicly available.

Water systems can increase trust through this process by being transparent about data collection efforts contribut­ing to the inventory. This includes using door hangers to explain testing processes and immediately informing residents about a known lead presence and protective measures.

Addi­tion­ally, all water systems must notify customers with lead, galvanized requiring replacement (GRR), and unknown material service lines by November 15, 2024 using state-approved templates. Water systems can make the letters more accessible by including highly visual flyers with the letters that provide a graphic-heavy, high-level overview in a few seconds of reading. 

Public Outreach for Replace­ments

Under the proposed Lead and Copper Rule Improve­ments (LCRI), water systems must make four attempts using two different media types to reach out for replace­ments. Even when a replacement is offered at no direct cost to the customer, it can take 15 or more attempts to reach customer participation of 70% or higher in some communities. Effective strategies to improve program sign-ups include in-person visits, community events, and clear, simple sign-up forms. 

Language about health effects, steps to protect oneself, and flushing and filter instruc­tions must be distributed to the person served by the service line before water is turned back on after replace­ments. These require­ments are also in the proposed LCRI. We do not expect them to go away, but content details may change over time. Water systems are also required to provide follow-up sampling offers for water customers about 3-6 months after service lines were replaced. 

Regardless of your state or stage of lead and copper program, public commu­ni­ca­tion is crucial to keep water customers in the loop and build public trust. Inventory and replacement scenarios especially have multiple oppor­tu­ni­ties to demonstrate trans­parency and account­abil­ity, building rela­tion­ships through thoughtful commu­ni­ca­tion.

Rose Hanson is a commu­ni­ca­tions expert passionate about helping the intended audience understand a message. Her team plans, crafts, and implements accessible risk and compliance commu­ni­ca­tions. She leads print, virtual, and visual media planning, development, and distri­b­u­tion for lead service line inventories and replacement program stakeholder engagement across the United States.