Building customer trust through PFAS education
CLIENT
Sweetwater Authority
SERVICES
Community Engagement
The opportunity
In 2024, Sweetwater Authority faced a complex communications challenge: the U.S. Environmental Protection Agency (EPA) finalized stringent new limits for PFAS (per- and polyfluoroalkyl substances) in drinking water. Early testing under these new standards revealed detectable levels that, while not an immediate health threat, would eventually require regulatory action.
As national media attention intensified and public concern grew, Sweetwater knew it needed to lead with transparency. The agency partnered with JPW Communications to proactively educate the public, prepare for customer inquiries, and build trust before misinformation or panic could take hold.
The approach
JPW developed a comprehensive PFAS outreach and education strategy rooted in clarity, transparency and trust-building—starting from the first testing milestone and continuing through every subsequent action. Key components of the plan included:
Transparent communication at every milestone: Each round of PFAS testing triggered a consistent outreach cycle—including press releases, e-blasts, web updates, and FAQs—to explain what the results meant, what actions the Authority was taking, and what customers could expect next.
Public workshops across the region: Five in-person public workshops were held throughout the service area to provide residents with face-to-face opportunities to ask questions, hear directly from staff, and learn about PFAS, water quality, and the path ahead. These workshops also helped dispel confusion and strengthen community connections.
Proactive media and multilingual engagement: JPW worked with Sweetwater’s bilingual staff to ensure Spanish-speaking customers were reached through translated materials, Spanish-language press releases, and targeted outreach—including coverage by Spanish media outlets.
Public inquiry management system: A centralized system was established to track and respond to public inquiries about PFAS. This helped ensure timely responses and allowed the team to monitor sentiment, identify common concerns and tailor outreach materials accordingly.
Monitoring public sentiment: Inquiries received via phone, email and at workshops were logged and analyzed to gauge public sentiment. Insights informed ongoing messaging and confirmed that public perception remained steady and trusting over time.
Strategic coordination with board and staff: All messaging was tightly aligned with board actions and decisions, including the hiring of a PFAS treatment expert. By announcing steps as they happened, and clearly explaining why they reinforced Sweetwater’s proactive stance.
The reward
By staying ahead of the narrative and putting customers at the center of its strategy, Sweetwater Authority turned a potential crisis into a model for public trust and transparency. Results included:
High public confidence: Residents remained calm and informed, appreciating the consistent updates and clarity about PFAS and future water treatment efforts.
Effective misinformation mitigation: Through plain-language content, face-to-face engagement, and multilingual outreach, Sweetwater helped customers understand complex science and avoided misinformation taking root.
Meaningful community engagement: The five public workshops and inquiry tracking system demonstrated that public concerns weren’t just heard—they were central to the agency’s outreach approach.
Replicable model: The communication strategy created through this process now serves as a model for future regulatory outreach and water quality engagement efforts, both for PFAS and beyond.