With the October 16th Lead and Copper Rule Revisions (LCRR) initial inventory deadline behind us and the recently released Lead and Copper Rule Improvements (LCRI) now taking priority, this latest installment of our 'Journey to Clean Water' blog series will focus on public communications. First, a brief recap: the LCRR strengthened the Lead and Copper Rule (LCR) by:
- Improving lead sampling and corrosion control
- Expanding public education and customer outreach
- Improving lead testing in schools and childcare facilities
- Maintaining a public inventory of lead service lines
- Initiating more lead service line replacements
The Lead and Copper Rule Improvements (LCRI) lower the lead action level to 10 parts per billion (ppb) and require that all lead service lines (LSLs) be found and replaced within 10 years. LCRI further expands on the LCRR’s requirements by requiring frequent and proactive communications about lead pipes and plans for replacement and intends to improve public notifications and communication by:
- Including clear health language about the dangers of lead and providing information about testing for lead in schools and childcare facilities in Consumer Confidence Reports (CCRs)
- Implementing comprehensive public education campaigns
- Utilizing diverse communication channels to connect with a larger audience
- Sharing detailed information around the ways communities can protect themselves from lead
LCRI and Communications
After water systems submit their inventory to their state primacy agencies on or before on October 16, 2024, they must notify all customers with lead service lines, galvanized-requiring-replacement lines, or unknown materials within 30 days of October 16.
Most states require notifications be sent through physical mail rather than email. While state regulatory agencies may provide the necessary templates, utilities should also explore proactive, visual communication methods to help residents understand the implications.
Proactive communication about water quality and the potential risks associated with lead in drinking water is paramount for the success of any communication program and this proactivity offers many benefits. These include fostering positive partnerships with residents, schools, daycares, and healthcare agencies, which can help reinforce a utility’s message. Additionally, property owners are more likely to collaborate with utilities and act on their side of the water service line.
Effectively collaborating and communicating with the public about lead-related issues is essential for building trust, which utilities can begin by using Consumer Confidence Reports (CCRs), as mentioned previously, to ensure transparency and meet the EPA’s expectations.
Understanding Regulatory Communication Requirements
There are general guidelines around when and how to communicate with ratepayers regarding lead, LSL inventory and replacement, and more. One key tip for water utilities and their communications teams is to do their best to integrate strategic communications best practices into their strategies.
The utilities that already have an LCRR communication strategy, must first audit it. They can also adjust the messaging based on the LCRI-related actions and requirements.
For those without an existing communications strategy, now is the time to make one. AWWA recommends designating a specific person to handle overseeing and executing LCRR communication. The exact makeup of the communication will depend on the size and demographics of the community being served, and can include a mix of flyers, webinars, public meetings, and more.
Replacement Communication
Beyond required notifications, utilities should prepare flyers and door hangers explaining the replacement process and offer clear instructions for residents, both before and after the service line replacement. Community outreach programs, such as door-to-door campaigns and community meetings, are the most effective ways to gather replacement signups and build trust.
By focusing on these key areas—inventory accuracy, securing funding, proactive communication, and effective tracking—utilities can meet regulatory requirements and build trust within their community.
How to Communicate?
Get Ahead of the Communication
Sharing timely updates with customers is crucial, even if a utility's LCRR strategy is strong. Utilities with few or no lead lines should reassure customers early on by explaining the regulations and informing them of the communities anticipated impact. For areas with fewer lead concerns, minimal updates may be enough. However, in areas with more lead in the system and in communities with ongoing issues, frequent and transparent communication is crucial. Utilities can share test results, action plans, and steps customers should take to boost frequent, clear, and careful communication.
Communicate Internally First
Water quality, operations, and communication staff need to work collaboratively from the beginning to develop accurate but simple messages that their community will understand. This collaboration must continue through the life of your program to adapt communication materials along the way.
Be Proactive
Water utilities should communicate with their customers beyond their water bills and water quality report or CCR. Most customers aren’t likely to find or read technical documents on your site. Find ways to share information in simple terms, use visuals, and deliver it to your customers through multiple channels.
Communicate with community leaders, the media, and customers about where your water comes from, how your system operates, and the efforts your utility is taking to ensure safe and reliable service.
Be Honest
Water utilities should use positive language but also be honest about what they don’t know. If the lead service line (LSL) inventory is incomplete, customers should be informed. Withholding information can lead to distrust, and once broken, can take years to rebuild.
Communicate and Collaborate with Stakeholders
Being prompt and communicating early with stakeholders such as public and private health entities, schools, environmental NGOs, not only keeps everyone informed, but also shapes a utility’s public perception, and can improve operational efficiency.
Having said that, it is natural for everyone to get overwhelmed with data, and managing all the data surrounding communication events can be extremely challenging. A single event might include parameters such as the date and time an outreach occurred, the method of the outreach (mailer, phone call, and so on) the resident’s response, and so much more. This makes recording the data correctly even more important.
Record and Manage Information
Utilities are required to reach out to property owners through multiple methods for lead service line replacements. However, communication tracking requirements extend beyond service replacements. Utilities are required to track their outreach to schools and daycares for sampling efforts and utilities must also track their residential sampling notifications. Communicating beyond the mandated requirements is also recommended to build trust and awareness with residents.
Read: Establishing public portal can help utilities communicate better with their consumers. Click the following video to learn more.
What to Communicate?
Focus on the Source of Lead, not Water
While communicating about the risk of lead, utilities should focus on the “source” of lead, not the water. Here’s how:
- To help customers understand how lead gets into drinking water, utilities can explain the process and clarify that it’s not present when it leaves the treatment plant.
- Customers may also be confused about system components and the division of responsibility between the customer and the utility. Utilities can define system parts (e.g., service lines, goosenecks) and clarify who is responsible for each part.
- Utilities should work with experts to explain lead’s health effects using EPA-approved language and trusted resources.
- They can provide clear guidance on identifying lead service lines and share tips to minimize exposure for customers who don’t know how to identify lead service lines.
- Utilities should also audit current materials, involve a cross-functional team to update them, and seek feedback from local organizations and community members.
Share Lead Service Line Inventory Data
All utilities must make their lead service line inventory data accessible to residents and utilities serving over 50,000 customers must publish the inventory online as an interactive map.
Utilities can also clearly explain how the inventory data was created, what is missing, and how it will be maintained, including both public and customer-side service line details. Additionally, utilities can:
- Ensure the online inventory is compatible with various devices and browsers.
- Identify database or mapping systems that allow for timely updates and provide clear instructions on how to use them.
- Encourage customers to submit pictures, invoices, or permits from past plumbing work to help identify their service lines and have a system in place to verify the information.
- Tailor communication to their community’s needs
- Develop a communication plan to announce any inventory map, partnering with local media and municipal agencies to spread the word.
- Ensure that their communication and technical staff work together on inventory development. This will help spokespersons understand the process and have educational materials to explain it to the public.
Please note that water systems serving fewer than 50,000 customers are not required to publish an online inventory, but those serving more than 50,000 must make the inventory available online.
Communicate with Underserved and English-as-a-Second Language (ESL) Populations
Underserved populations/neighborhoods often lack essential services and frequently have the highest number of lead service lines. Utilities must understand the needs of these communities and ensure that the utility’s lead reduction programs and communications address them effectively.
For ESL population, water systems should translate their communication materials and partner with groups that offer translation services, if available.
Touchpoint Tracking for the Win
As we move toward compliance, managing all efforts manually, including communications, might lead to details falling through cracks.
Digital tools, such as leadCAST, include a communication touchpoint tracking feature that allows utilities to log details about communication events including program name and type, contact provider, date/time of the contact, contact method, resident name, their response, notes regarding the interaction, and so on.
leadCAST features a robust public portal for customers to order water tests, submit service line material inspections, and more. Additionally, it has a public map that serves to inform ratepayers about their service line and meets the LCRR mapping requirements for utilities serving over 50,000 residents, thus streamlining communication, enhancing public engagement, and ensuring seamless reporting.
Communicating effectively helps your utility avoid undesired outcomes such as significant public health impacts and negative press. Trinnex enables you to easily, confidently, and proactively meet this aspect of the LCRR and LCRI with a custom, secure website that is purpose-built for lead service line communications.
While utilities certainly face a challenge ahead, they have access to tools that will guide them along this journey. This solution not only simplifies the job for water providers, but also plays a crucial role in expanding access to clean and safe water resources for a substantial number of households, thereby contributing to overall public health and well-being.
Your next read: Finding solutions to unknown lead service lines (LSLs)? Find your answers here.
