Communicating water quality risk

Technology for detecting and understanding water quality problems and the impacts of activities on long-range groundwater quality has advanced considerably. In the past a technical solution was considered adequate but today one must consider a wide range of both technical and social factors in evaluating technical alternatives that are also acceptable social solutions. Policies developed and implemented with limited local participation generally are resisted and become ineffective if public cooperation is necessary for effective implementation. The public, the experts and the policymakers all must understand and appreciate the different perspectives present in risk policymaking. The typical model used to involve the public in policy decisions is a strategy described as the decide-announce-defend-approach. Much more acceptable to the public, but also more difficult to implement, is a strategy that calls for free flow of information within the community about the problem, policies and potential solutions. Communication about complex issues will be more successful if the communication is substantial; if it takes advantage of existing interpersonal networks and mass media; if it pays particular attention to existing audience knowledge, interest and behaviors; and if it clearly targets messages to various segments of the audience.