The water sector is facing increasingly complex challenges, including emerging contaminants, aging infrastructure, and long-term supply reliability. As these issues become more visible to the public, effective communication is playing an increasingly important role in utility success.
In a recent interview with Smart Water Magazine, Carollo’s Senior Public Relations Manager, Cameron McWilliam, discussed how communications have evolved in the water industry and why trust has become one of a utility’s most valuable assets.
Building Public Trust Through Water Utility Communications
According to Cameron, water is often invisible to the public until something goes wrong. Yet the investment required to maintain reliable water and wastewater systems is significant.
“Effective communication bridges that gap,” Cameron said, helping utilities build the understanding and trust needed to support major projects, rate adjustments, and emerging initiatives like water reuse.
He notes that maintaining trust is far easier than rebuilding it after it has been lost. As communities become more engaged in conversations about water quality, PFAS, and infrastructure investments, utilities that communicate proactively are often better positioned to maintain public confidence.
Moving Beyond Crisis Communications
One of the biggest shifts Cameron has observed is the move away from communicating only during emergencies.
Utilities are increasingly using social media, video, and other digital tools to explain how water systems work, highlight ongoing projects, and engage with their communities before issues arise.
At the same time, these platforms have changed the nature of public engagement.
“You’re no longer just competing for attention, you’re navigating a conversation you don’t control,” Cameron explained.
This shift requires utilities to think differently about communication, viewing it not as a one-time announcement but as an ongoing dialogue.
Storytelling as a Tool for Public Engagement
Cameron also emphasized the value of translating technical concepts into stories that people can understand and connect with. He points to projects like The ABCs of Water Reuse as examples of how the industry can make complex topics more accessible.
As water challenges continue to evolve, so too does the need for clear, transparent communication. Increasingly, utilities are recognizing that technical expertise and public engagement must work together to build understanding and support.
To read Cameron McWilliam’s full interview on communications, trust, and public engagement in the water industry, visit Smart Water Magazine.
