Cameron McWilliam, Senior Publications Manager and Associate Vice President at Carollo Engineers, discusses why building and maintaining public trust requires ongoing communication well before issues arise. He frames the conversation around helping utilities explain where water comes from, how it is treated, and which projects are underway, with the aim of bringing communities along on topics such as water reuse and emerging contaminants.
According to McWilliam, communication in the sector has shifted from reactive to proactive. For years, many agencies focused messaging on incidents like main breaks, rate changes, or compliance notices. He observes a growing recognition that consistent, day-to-day engagement is essential, complemented by broader use of digital platforms including social media and video. As these channels are used, the public increasingly expects dialogue, and utilities must manage reputations amid conversations they do not fully control.
McWilliam explains that effective communication makes the scale of infrastructure investment more visible to customers who may not think about water systems when service is reliable. This foundation of understanding, he says, is important when discussing rate adjustments or the adoption of water reuse. He stresses that maintaining trust is easier and faster than rebuilding it after it is lost, reinforcing the value of steady outreach as systems evolve.
Looking at recent context, he identifies a widely recognized turning point when a high-profile water crisis prompted communities to ask more questions about water quality. He adds that media coverage of contaminants such as PFAS and microplastics has further increased expectations for openness from utilities. Agencies that anticipate those concerns and engage early, he notes, are better positioned to preserve confidence when scrutiny intensifies.
While technical complexity can be translated with time and care, McWilliam says the most challenging aspects are social and perception-based. He points to how emotions and trust shape responses to water reuse, where proven technology and sound science still face acceptance hurdles. In addition, tone and timing influence how messages are received, and the sector’s fragmentation—thousands of utilities with differing community dynamics, regulatory settings, and communication capacity—means there is no single megaphone for outreach.
As a communication resource, McWilliam highlights Carollo Engineers’ "The ABCs of Water Reuse" campaign. The centerpiece is an illustrated alphabet book that explains reuse concepts in an accessible A-to-Z format for conversations with communities and media. The effort received endorsements, including a description by the WateReuse Association as “an essential resource for communities working to advance the public acceptance of water recycling,” with additional support from AWWA, WEF, and ASCE. Utilities ordered copies for their outreach, reflecting its use as a shared tool to support public understanding of reuse projects.
