Communication Principles and Practices to Improve Message Effectiveness and Public Perception of Trace Organic Compounds

This paper describes a report recently published by Water Environment Research Foundation (WERF) that is a state-of-knowledge synthesis of effective risk communication practices, public perception, and message effectiveness. These principles are applicable to a variety of potential health and environmental risks; however, the report is written with a focus on trace organic compounds. Findings are drawn from: 1) a focused literature review of 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”; 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 programs and needs. Recommendations for utilities and future research are also provided.