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Master the Human Factor in Public Communications
Summary
This paper by a public communications firm describes strategies for explaining complex water quality issues — including pharmaceuticals, toxins, and microplastics — to the public. It emphasizes the importance of human-centered communication that addresses fear and uncertainty rather than simply delivering scientific facts.
For nearly two decades, our communications firm has been working closely with the Philadelphia Water Department on a host of complex public communication issues. Our work includes message development and delivery sessions with engineers and scientists on technical issues such as pharmaceuticals in water, cyanobacterial toxins, disinfection by‐products, and microplastics. As a former televesion news reporter, I can tell you these terms alone are too technical for most people to understand.