Communicating Clearly on PFAS — A Guide for Public Water Systems

By John Guilfoil, MA, APIO and Kayla Rochon, APIO

Across the country, small and mid-sized water districts face a steep new challenge: preparing for and communicating about newly adopted federal limits on PFAS chemicals in drinking water. These substances — nicknamed “forever chemicals” — are driving public concern, regulatory pressure, and infrastructure investments many local systems never budgeted for.

For years, the U.S. Environmental Protection Agency set a limit of 70 parts per trillion (ppt) for these chemicals. Under new regulations, the standard will become 4 ppt with the “unforceable health standard” for PFAS set at zero. Public water systems must monitor for PFAS, and starting in 2027, water districts must provide the public with regular updates on their system’s PFAS levels – communications is mandatory.

For hundreds of small water districts and municipal water departments, this moment marks a major shift: from working quietly behind the scenes to stepping out in front of a deeply concerned public.Historically quiet small-town water districts must now shift into public-facing communicators, educators and trust-builders. The public – and the media – like to talk about Flint, Michigan and how its historic water contamination crisis but the simple reality is that:

1. this level of contamination is exceedingly rare;
2. the government lying about and dismissing the problem was a true scandal, and most municipal governments are not in the systematic lying business; and
3. most water districts nationwide remained in the communications Stone Age after the 2014 Flint crisis began. 

It’s PFAS – PFAS is what is forcing water districts to modernize their communications approach.

This whitepaper lays out a communication strategy built for today’s environment — transparent, proactive, modern, and resilient. Your water district can lead this conversation with clarity, earn trust, and prepare your community for the long-term work ahead. It’s written specifically for local water departments, municipal officials, and regional water authorities seeking practical guidance, grounded in proven public information strategies used here at John Guilfoil Public Relations.

If you find this useful, find out how JGPR’s staff can help you execute any phase of this plan, from Water Department website design, to video production, media training and content production, JGPR specializes in municipal government and has worked with water districts to help them reach their communications objectives for more than a decade. Contact us for more information!

PFAS (per- and polyfluoroalkyl substances) are a family of human-made chemicals used in everything from nonstick cookware to firefighting foam. They’re highly resistant to breakdown in the environment or the human body — hence the nickname “forever chemicals.”

In April 2024, the EPA issued new Maximum Contaminant Levels (MCLs) for six PFAS chemicals in drinking water. These new rules:

• Apply to public water systems of all sizes, including municipal and regional authorities
• Require regular monitoring, public notification, and mitigation if limits are exceeded
• Come with aggressive compliance deadlines, starting in 2025 and fully phased in by 2029

Public anxiety is growing fast. And as social media, news media and pop culture begin to pick up on the issue, your constituents are going to start demanding to hear from you. Don’t wait for that to happen. Be proactive. 

People are hearing about PFAS in their water — and they want answers, fast. (That level of anxiety was created by the Flint scandal). But the science is complex, and the timeline for infrastructure improvements can and will stretch over several years. A well-structured communications plan is how a district earns and maintains public trust throughout this transition.The goal is not to eliminate concern, but to ensure the public is concerned for the right reasons and confident in your team’s response. You want the public to know, understand and accept your plan.

Before discussing tactics, align on tone. Every message – whether spoken at a public meeting or posted online – should reflect these principles:

• Clear over technical. If it wouldn’t make sense in a living room, it doesn’t belong in a news release or PowerPoint presentation.
• Direct and measured. Avoid minimizing the issue, but don’t amplify fear. Stay grounded. This is a serious enough issue that the EPA would like to see “zero” of it in our water supplies, but the plain and simple fact is that PFAS has been found in virtually all public water supplies in the U.S., and has even been found in 40% of all bottled water brands. The issue is not unique to our community, but we are developing a plan of action that will uniquely serve our district and our water customers.
• Transparent but thoughtful. Share what you know, what you’re doing, and what’s next — but only when the information is ready for public release.

If you stick to those principles, you won’t just deliver facts. You’ll build trust.

If you’re a JGPR client, we can help create a tailored message framework and talking points. If you’re managing communications internally, start by developing a core message triangle:

1. What is the current PFAS status in our system?
2. What are we doing about it (testing, treatment, planning)?
3. Where can people get accurate, up-to-date information?

The most effective communication plans start with your website. It should be the central, continuously updated source for your PFAS response — not a side note buried in a meeting agenda.

Create a dedicated, up-to-date PFAS information page. This is the single source of credible information for your residents and media alike. It should include: 

• A timeline of PFAS rule changes and your district’s response
• Local testing data in plain language
• An outline of infrastructure upgrades or remediation work
• A contact for questions (and a commitment to respond)
• A simple URL like “ourwaterdept.com/pfas”

Your water district should have its own website, especially if you are ratepayer funded and not 100% a municipal government department. Don’t rely on the city or town website. Do your own work.

• A plain-language FAQ (“What are PFAS?”)
• Easy-to-read charts of local testing data
• A timeline of upcoming actions (monitoring, treatment upgrades, funding efforts)
• Downloadable PDFs of annual water quality reports
• A contact form or email for resident questions
• Links to credible external sources:
  • EPA PFAS Drinking Water Regulation
  • CDC PFAS Health Effects Factsheet 

Example: See how the Town of Groveland, Massachusetts shared its PFAS updates.

Focus on platforms where your audience is active. For most districts: Facebook, Instagram, and Nextdoor outperform Twitter/X for reach and engagement. If your community doesn’t have an active Nextdoor following, move on. 

You want to drive engagement on your Facebook page, however it is highly likely that small municipal water districts do not have an existing large base of followers on Facebook – many don’t have a Facebook page at all. Create one, but cross-post your materials to the official city/town Facebook pages. Also, find the local “Facebook groups” that claim thousands of your residents as members. Facebook groups can exponentially increase your engagement.

Weekly Themes Can Help You Stay Consistent:

• Test Results Tuesday: A regular, predictable update with the latest sampling info
• Staff Spotlight: Introduce the team working on water quality behind the scenes
• Fact Friday: Bust common misconceptions using short, friendly posts

PFAS testing results are public. Sooner or later, a local reporter will file a story — or residents will start asking questions at meetings.

Shape the story. Don’t let the story shape you. 

Step-by-Step Media Strategy:

• Prepare a formal news release as soon as you have test results or a plan in place.
• Offer interviews with your water superintendent, town manager, or board chair.
• Write a Letter to the Editor or Op-Ed from your leadership explaining the issue in human terms.

Need help crafting the release? JGPR can help draft and distribute your media advisory in all 50 states.

Prepare a news release for local news outlets the moment you have:

• Your initial PFAS testing results
• A plan for treatment or infrastructure changes
• Any major funding wins or timeline updates

Start discussing capital projects early. Are you building a treatment plant?  That’s a big project, and people can’t be surprised by it. 

Additionally:

• Build relationships with local reporters before a crisis.
• Meet with the editor of your local newspaper to start a dialogue
• Offer interviews or background briefings with your superintendent or a knowledgeable operator. The paper is also learning about PFAS and its impact – let them learn from you. Anticipate this, don’t just react or wait for their call.
• Create a simple media Q&A sheet simpler to your FAQ page.

Sometimes the best way to reach people is the oldest: direct mail. Websites and social media won’t reach everyone. To cover your bases:

• Send a PFAS factsheet or letter from the superintendent in the next water/sewer bill
• Include flyers or tear-offs at senior centers, libraries, and schools
• Hold a community information session (in-person and livestreamed)

Include a short explainer with:

• What PFAS is
• Why it matters now
• What the district is doing
• How to learn more online

Short video content can reach residents who will never read your mailer or attend a meeting.

Visual storytelling increases comprehension and trust.

Produce short videos that include:

• “What is PFAS?” (under 60 seconds, animated or narrated)
• “How Our Water Is Tested”
• “Upgrading Our System – What Happens Next”

Also consider:

• A narrated walkthrough of your PFAS testing process
• “Day in the life” of a water operator
• Groundwater versus surface water
• How does a water treatment plant work?

Post to Facebook, Instagram, YouTube—and embed everything on your website.

Treat this like a campaign, not a one-time message.

Communications doesn’t happen by accident. You’ll need:

• A designated point person to coordinate messaging
• Pre-written answers to likely questions from media or residents
• Templates for emergency notices and status updates
• Staff media coaching so the right tone is used under pressure. This is especially important for larger water districts, like cities and larger counties that have television news interest. A television media strategy and on-camera training is a must. 
• Translate key messages into Spanish, Portuguese, Chinese, Haitian Creole or other languages as needed

Set a cadence for updates — even when there’s “nothing new.” In a public health issue, silence can be misread as negligence.

Avoid spin. Focus on facts. If something changes, update the public honestly. If you’re waiting on funding, explain the delay.

Be the kind of communicator you’d want in your own community: candid, calm, and clear. The long-term reward is more than compliance. It’s trust.

In this moment, trust is earned one interaction at a time. Avoid deflective language. Don’t over-promise. Keep your messages grounded in science and focused on action.

Even when the news isn’t perfect, your honesty and clarity will go further than silence or spin.

Water departments that communicate frequently, clearly, and consistently will become models of transparency and professionalism.

PFAS is here. The science is evolving. Infrastructure upgrades will take time. And public scrutiny is rising.

But this moment is also an opportunity.

• Opportunity to modernize your public-facing operations
• Opportunity to show your team’s competence, care, and integrity
• Opportunity to strengthen public trust that lasts beyond the crisis

Let your message reflect what your team is already doing behind the scenes: serving your community with dedication, science, and transparency.

PFAS comms isn’t just about meeting EPA standards. It’s about ensuring that every person in your district feels safe turning on their tap. That takes infrastructure—and communication is infrastructure.

This is your chance to lead. Not just with treatment and testing — but with clarity, consistency, and integrity.