Emerging Drinking Water Contaminants

Transcription

1 Emerging Drinking Water Contaminants Utility Opportunities Using Strategic Risk Communication Approaches: Recommendations from AwwaRF Research Lisa Ragain, MAT Center for Risk Science and Public Health The George Washington University Washington, DC September 2005 Potomac Partnership Workshop 1

2 What Are the Challenges? Rules LCR DBP TCR Monitoring Precision and Accuracy Perchlorate Pharmaceuticals Endocrine Disruptors Microbes Simultaneous Compliance - complex and technical Public Awareness and Concern Undefined Health Effects Limited Resources September 2005 Potomac Partnership Workshop 2

3 But Opportunities? To understand the opportunities, some background September 2005 Potomac Partnership Workshop 3

4 What is risk? The concept is universally negative Risk = Hazard + Outrage September 2005 Potomac Partnership Workshop 4

5 R I S K Initiation Problem Formulation Risk Analysis Risk Management C O M M U N I C A T I O N Preliminary analysis Risk estimation Risk evaluation Risk control Risk Assessment Risk Management Paradigm Adapted from CSA (1997) Decision Step Action/ monitoring September 2005 Potomac Partnership Workshop 5 End Next Step or Take Action Go Back

6 Risk Communication is The set of strategies & approaches used to develop An interactive process of exchange of information and opinion among various interested individuals, groups, and institutions about risk Risk management decisions & actions flow from that exchange. Adapted by Dr. Rebecca Parkin from NRC, 1989 September 2005 Potomac Partnership Workshop 6

7 Risk Communication is Not Crisis Communication Media Strategies Public Relations Brochures and other written products September 2005 Potomac Partnership Workshop 7

8 Risk Perception Drives Risk Communication Central Questions How do people think and feel about the risk? Why do they view the risk that way? Risk Perception Shapes judgments, preferences, & decisions Is influenced by personal, social and cultural factors September 2005 Potomac Partnership Workshop 8

9 Risk Perception Extent to which the hazard is feared DREAD Extent to which the hazard is unknown KNOWLEDGE Number of people exposed Public Health Significance least important of the three September 2005 Potomac Partnership Workshop 9

10 Dread Characteristics Not controllable High dread Catastrophic globally Fatal consequences Not equitable Population affected High risk to future generations Not easily reduced Risk is increasing Involuntary exposure September 2005 Potomac Partnership Workshop 10

11 Drinking Water and Risk Communication Research September 2005 Potomac Partnership Workshop 11

12 AwwaRF 2776 Goal Develop a systematic, science-based set of methods to anticipate and communicate about health risks and emerging contaminants in drinking water September 2005 Potomac Partnership Workshop 12

13 2776 Project Components NRC model Classification model Literature NRC tool Diagnostic tool Risk communication options Mental models research Cases Risk communication strategy September 2005 Potomac Partnership Workshop 13

14 Case Study Lessons Strategies must be based on science A visible, positive presence must be in place before a crisis Utilities need clear support of senior management and Board Activities must fit communities interests and preferences September 2005 Potomac Partnership Workshop 14

15 Simple Expert Model of Current Des Moines Water Works System (DMWW) DMWW Customers Desire for Water Quality Quantity Cost DMWW Source Watershed Factors GM Judgment of Issues Downstream Receiving Watershed DMWW Governing Policies DMWW Organizational Effectiveness DMWW Draw on Water Sources DMWW Water Sources Quality Quantity Impacts of Consumption Environmental Health Social Economic Quality of Life DMWW TreatmentDMWW Distribution Systems Efficacy Storage Efficacy Receiving Wastewater Treatment Systems Quality Quantity Cost Finished Water Quality Quantity Cost Quality of Communications from DMWW User Judgment of Finished Water User Judgment Consumption of System Stewardship User Assessment of Value of DMWW Water September 2005 Potomac Partnership Workshop 15

16 Mental Modeling Results Customers Were favorable about DMWW BUT linked emerging and emergency In crisis, customers want A trusted, local source of information To know what they can do, what utility will do Trust of utility affected (+/-) by website experience September 2005 Potomac Partnership Workshop 16

17 Neural Network Model Conclusions Two key attributes for public concern Frequency (media mentions) Population (susceptibility) Model needs to be validated in other service areas September 2005 Potomac Partnership Workshop 17

18 Lessons Learned Monitoring of public perceptions Limited experience Use of mass media Practical issues Tailor to service area Internet searches Selection of influential online media Timely retrieval Storage for analysis September 2005 Potomac Partnership Workshop 18

19 Lessons Learned Use the simplest approach that will capture crucial information September 2005 Potomac Partnership Workshop 19

20 Diagnostic Tool Categories of questions Contaminants Concern Population Society Utility Outcome Probability of the need for risk communication action Related to the number of yeses September 2005 Potomac Partnership Workshop 20

21 Tool Lessons A systems-oriented approach will improve probability of success Basics matter Updated knowledge of population and subgroup characteristics Standard documentation of risk communication decisions Ability to extract key lessons from the records Tipping point is context dependent September 2005 Potomac Partnership Workshop 21

22 Recommendations: Drinking Water Industry State risk communication duties publicly in values and professional code of conduct Create a supportive environment innovations Require vision - beyond tactics - to create and implement strategies Study understanding of emerging Validate the classification model Test our diagnostic tool September 2005 Potomac Partnership Workshop 22

23 Recommendations Management Level Base strategies on facts, not guesses Support plant managers; ultimately responsible Be visibly present in communities Proactively initiate dialogues Begin building professional, strategic risk communication capacity now September 2005 Potomac Partnership Workshop 23

24 2851 Recommendations Establish Dialogue Comprehensive planning Know your community Susceptible populations Decision makers Local government Communicate regularly Be innovative Collaborate September 2005 Potomac Partnership Workshop 24

25 Utilities should consider Developing and enhancing relationships with health departments Creating a comprehensive risk communication plan Getting out in the community Resources needed Costs and benefits of using risk communication vs. standard communication Trust, transparency, honesty and democracy in risk management September 2005 Potomac Partnership Workshop 25

26 Real World Risk Communication for Utilities September 2005 Potomac Partnership Workshop 26

27 Utilities need to understand in risk perception and communication Public Concern Scientific Concern But, Public concern is valid, real and must be addressed - risk communication September 2005 Potomac Partnership Workshop 27

28 Why Adopt a Risk Communication Strategy? Current issues Phoenix - Boil Water Alert Emerging issues San Diego - Water Re-Reuse Washington, DC - Perchlorate September 2005 Potomac Partnership Workshop 28

29 Risk Perception and Emerging Contaminants The public may perceive drinking water risk is increasing - news of DBS s, pharmaceuticals, chemicals Everyday Utility Challenges: If water was safe yesterday, why isn t it safe today Was water really safe yesterday? How safe is safe enough? September 2005 Potomac Partnership Workshop 29

30 Question to Ask Can you say your water is Safe? September 2005 Potomac Partnership Workshop 30

31 Chemicals in Drinking Water Dread Characteristics - Risk Perception in Practice Not controllable Involuntary exposure Public relies on utilities for water High dread poison toxin Fatal consequences Difference between exposure and toxicity Population At Risk Children Pregnant women September 2005 Potomac Partnership Workshop 31

32 Utility Actions to work toward Building risk communication strategies. September 2005 Potomac Partnership Workshop 32

33 For utilities, this means developing a dialogue Tell Mode Source of Information Receiver(s) of Information Dialogue Mode Source/Receiver of Information Source/ Receiver of Information September 2005 Potomac Partnership Workshop 33

34 How can utilities develop discourse? Listen to customers - keep and review customer phone logs Ask employees about what questions they get in the community Go to the community - meet them in their space, their time September 2005 Potomac Partnership Workshop 34

35 Collaborative Partners DBP Example Health Department Maternal/Child Health Environmental Health Community Health Parent Groups Health Care Providers OB/GYNs Nurse Midwives Dieticians - WIC Neighborhood Associations Churches Environmental Groups Local Government September 2005 Potomac Partnership Workshop 35

36 Question ask in utilities Do you want to meet these people, especially community decision leaders, for the first time during a press conference or community meeting because you have just had a DBP excursion?? September 2005 Potomac Partnership Workshop 36

37 But how does a utility ASK Surveys Focus Groups Customer Calls Community Meetings Local Media Google Develop a systematic approach to reviewing data and making conclusions September 2005 Potomac Partnership Workshop 37

38 Understanding audiences Identify audiences Community - General Susceptible populations - contaminant specific Use Partners, demographics, community work Questions to answer What do they know? What do they want to know? How do they want to know it? September 2005 Potomac Partnership Workshop 38

39 Comprehensive drinking water and health information Start by addressing general drinking water issues Health benefits and regulation of drinking water New regulations work to further reduce health effects September 2005 Potomac Partnership Workshop 39

40 We Know... Emerging contaminant issues Are complex Involve serious consequences for utilities Trigger public interest Knowing and responding transparently to public concerns is very important Builds trust September 2005 Potomac Partnership Workshop 40

41 Opportunities Building Trust Know and respond transparently to public concerns is very important Build Water Assets Build Collaborative Support to address emerging and current drinking water and health issues. September 2005 Potomac Partnership Workshop 41

42 Finally Effective risk communication is integral to the entire risk management process Focus on strategy, not tactics Attend to more than messages and audiences Respect that emerging may imply emergency Start from where they are September 2005 Potomac Partnership Workshop 42

43 2776 Partners Research team The George Washington University - Rebecca Parkin, Martha Embrey and Lisa Ragain Princeton University - Catherine Peters Decision Partners, LLC. - Sarah Thorne and Gordon Butte Collaborating utility Des Moines Water Works - Ted Corrigan, L.D. McMullen Sponsor American Water Works Association Research Foundation September 2005 Potomac Partnership Workshop 43

44 2851 Partners Research team The George Washington University - Rebecca Parkin and Lisa Ragain Association of Occupational and Environmental Clinics - Paula Davis National Assoc. of City and County Health Officials - Heidi Deutsch Collaborating utility Glendive, MT New York City Tuscon, AZ Lansing, Michigan Redmond, Washington Sponsor American Water Works Association Research Foundation September 2005 Potomac Partnership Workshop 44

45 Acknowledgments The George Washington University gratefully acknowledges that the Awwa Research Foundation is the joint owner of the technical information upon which this presentation is based. The George Washington University thanks the foundation for its financial, technical, and administrative assistance in funding and managing the project through which this information was discovered. Dr. Rebecca Parkin Dr. Tee Guidotti September 2005 Potomac Partnership Workshop 45

46 Resources and References Risk Communication and Drinking Water Utilities Canadian Standards Association. (1997) Risk Management: Guideline for Decision Makers. National Research Council. (1989) Improving Risk Communications. Fischhoff B. (1995) Risk Perception and Communication Unplugged. Risk Analysis.15: Slovic P The Perception of Risk. Risk Communication on Emerging Contaminants Risk Communication Strategies for Cryptosporidium Building Communications and Collaborations September 2005 Potomac Partnership Workshop 46