Over the course of 2025, we worked closely with The Junction Coalition and Rogue Water Lab to develop a guide for improved communications between communities and utilities to support better water management for all. We analyzed case studies around the country featuring different utilities and communities navigating water communications—from toxic algae blooms to water rate hikes.
We selected five stories: Toledo, OH, Tucson, AZ, South Bend, IN, Sandusky, OH, and Central Arkansas. We found commonalities and valuable lessons to recommend how to improve communications. We are excited to share this work with the launch of our new Water Utility–Community Communications Guide.
Read on for toplines from our webinar, including recommendations, and core insights from our speakers: Alicia Smith (Junction Coalition) and Chelsea Boozer (Rogue Water Lab). To learn more, check out our slide deck and watch the full briefing here:
Communication gaps during water crises
Trust can help build public support for changes, avoid conflict, prevent crises, and ensure smoother implementation of water infrastructure projects. But decades of disinvestment, poor communication, and systemic inequities has eroded trust in public institutions—especially in Black, Latine, and low-income neighborhoods. When utilities stay silent, even due to uncertainty, rumors and fear spread. Chelsea explains the rationale:
“When we don’t hear information, we assume (it's) bad. That’s how our brain functions… We can’t help that… Silence fuels misinformation, (so) saying something is better than nothing. ”
During water emergencies, like Toledo’s 2014 toxic algae bloom, being overly reliant on traditional media fails vulnerable populations—like elders with limited tech access or language barriers. Alicia recounts a chilling moment:
“We got to an elder’s door… and saw her with this boiling hot cup of green coffee… because she didn’t know you don’t boil water during an algal bloom—boiling makes it more toxic. Poor communication says to the public: ‘I really couldn’t care about your well-being.’”
Our new communications guide provides actionable “do’s and don’ts” based on real experiences to help utilities and communities co-create equitable, transparent, and effective water systems.
Communication do’s and don’ts for water utilities
- ✅ Communicate proactively—not just during crises
- ✅ Use plain language, multiple formats, and community languages
- ✅ Host meetings where people are (libraries, schools—not just City Hall)
- ✅ Acknowledge mistakes and show how feedback shapes decisions
- ✅ Partner with trusted local groups (churches, nonprofits, media)
- ✅ Be transparent about costs, risks, and timelines
- ❌ Rely only on bills or annual reports
- ❌ Use jargon like “LSLs” or “MCLs” without explanation
- ❌ Make big decisions behind closed doors
- ❌ Ignore misinformation on social media
- ❌ Delay sharing health-related info—even if it’s bad news
Communication do’s and don’ts for community members
- ✅ Ask questions—utilities have experts ready to help
- ✅ Report issues early + document details
- ✅ Attend forums, follow social media, read utility updates
- ✅ Share community knowledge (e.g., elders, multilingual neighbors)
- ✅ Use available tools: filters, testing kits, bill assistance
- ❌ Don’t fall for social media rumors
- ❌ Don’t spread unverified claims
- ❌ Don’t disengage—even when trust is low
- ❌ Avoid accusatory tone; respectful dialogue gets results
What if we get it right?
We envision a future where water utilities are resilient because they have public buy-in, smoother project implementation, and fewer delays, and communities thrive because they trust their water systems, understand how decisions are made, and actively co-shape solutions. As Chelsea puts it:
“Engaged, thriving communities with trusted, resilient utilities” isn’t just a slogan—it’s a systemic goal… My son says, ‘My mom makes sure your water’s safe.’ And that’s where we should get—where communities see water workers as protectors, not faceless bureaucrats.”
Alicia reinforces this by emphasizing that “the public utility is the public”—there is no separation. When utilities and residents see themselves as interdependent, collaboration is natural, not forced.
“The greatest takeaway from this guidebook is putting our hands in each other’s hands and walking through this process together. We produce this because we have a responsibility… We’re here for you.”
Better communications isn’t about achieving a final state of “perfect trust,” but about ongoing engagement, humility, and responsiveness—especially during calm periods, not just crises. Communications is an everyday practice, and we’re all learning.
What's next?
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