Drinking Water Risk Communication Toolkit
Crisis Communications

• Inform and help communities face extreme, sudden danger or a sudden change in operations - any time there is a possibility of an immediate health effect or crisis communication is needed.
• Communication strategies that can be implemented immediately.
• Examples: Communicating about loss of system pressure, overfeed of a chemical, pump failure, or a positive bacteriological sample.

Every emergency is a unique situation. Crisis communication strategies can also be appropriate for non-emergency situations that pose low risk, but are perceived by the public as having high or immediate risk. 

Call your system’s Drinking Water Protection Contact at MDH for communications assistance. For example, Drinking Water Protection staff have templates for Drinking Water Advisories that they will help customize to your specific situation.

Strategies

Develop a communication plan

• Call your system’s Drinking Water Protection contact at MDH for support.
• A plan should contain resources that are ready to use when an issue arises.

Inform people as soon as possible

Follow MDH Drinking Water Protection’s Emergency Response Guidance for Community Public Water Supplies (PDF) to notify local law enforcement, the State Duty Officer, MDH, and other necessary parties.

Tips

• Be proactive in communications.
• Make sure the information you are sharing is correct and current. Be prepared to answer common questions (see Make Your Message for a list).
• Make sure the right person is delivering the message. This can be a trusted local leader.
• Express empathy and show respect. Acknowledge that people may be concerned.
• Provide action steps for people.  This can include providing a website link where people can learn more information about the water system, an issue, a contaminant, home treatment options, etc.
• Build credibility by expressing competence, expertise, and commitment.
• Acknowledge uncertainty and don't over-reassure.
• Review risk communication principles and tips at About Risk Communication.

Resources

• MDH Drinking Water Protection's Emergency Response Resources.
• MDH Drinking Water Protection's Drinking Water Advisory Guidance Documents.
• MDH Transient Noncommunity Public Water Supply Guidance and Public Notification Documents.
• CDC's Drinking Water Advisory Communication Toolbox.
• CDC's Crisis & Emergency Risk Communication (PDF).

Tools

Have a Plan Make Your Message Tell Your Story