 |
 |
 Posted: 06/12/2008
Do you say ‘safe’?
Despite a high public awareness of the March Associated Press stories on pharmaceuticals in drinking water, no one at an annual conference session on microconstituents reported receiving more than a dozen or two calls from consumers. However, said Lisa Ragain, principal, Aqua Vitae, the series “created a public awareness of the link between source water, drinking water, and wastewater.” Such awareness sets the stage for risk and policy discussions, she said, urging utilities to develop stronger risk communications plans and stronger relationships with other public health groups. She noted that inquiries went to health departments and other agencies, as well as to Internet sites and blogs. The public comments showed concern rather than panic, in her estimation, and meant the public was seeking information about what to do to minimize exposure to pharmaceuticals in drinking water. In a survey of state and local media response to the AP stories, most editorials and letters saw the series as a “wake up call” and supported source water protection and infrastructure improvement. Interestingly, bottled water was not considered an answer. Conference participants shared their experiences with utility communications and their local media: What worked:
What didn’t work:
The problem for utilities arises over uncertainty. While several participants in the discussion cautioned against using the term “safe,” because it places the utility spokesperson in an inappropriate role as a medical advisor, noting that the utility produces water that “meets or surpasses federal and state regulations” can be seen as dodging the question.
“Reporters want a basic understanding of the issue in layman’s terms, … and they want the full story,” Bailey said. She cited AWWA’s efforts to prepare utilities before the series ran and to help them develop risk communications strategies and skills. [An AWWA webcast, "Endocrine Disruptors (EDCs), Pharmaceuticals and Personal Care Products (PPCPs): Actions and Communications (W805)," will be available for purchase from archives until Aug. 5, 2008. AWWA's Public Affairs has created a Public Communications Toolkit for members as well as DrinkTap.org, a site full of helpful information on many water issues, including pharmaceuticals.] In preparing for the media and consumers, Bailey emphasized the importance of utility-wide training on messages. A field crew or a customer service representative may be the person who gets the question from a consumer about water quality or a news story. Think about what consumers will want to know when preparing the message you want to get out, she advised:
“Research and uncertainty go hand in hand,” he said. Scientific research always leads to another question, another area of investigation. For example, he reviewed sampling and analysis data American Water conducted on pharmaceuticals, which did not match results from a commercial laboratory. Such problems arise because there are no standard testing methods, and therefore results are not always comparable, Chevallier cautioned. What the heightened awareness about pharmaceuticals in water illustrates is the need for more research. Chevallier recommended stronger environmental impact research by companies producing pharmaceuticals, cradle-to-grave responsibility for pharmaceuticals and the establishment of pharmaceutical disposal programs.
Mary Parmelee, MainStream Editor
|
