American Water Works Association

United States

Raftelis developed Trending in an Instant, A Risk Communications Guide for the American Water Works Association to use as training and guidance to help utilities enhance their ability to communicate effectively when they find themselves unexpectedly in the traditional and social media spotlight.

The guide provides research into the psychology and behavior behind consumer response to media-driven community fears and, more importantly, delivers targeted tools and action steps to help utilities respond effectively before, during, and after a high-profile communications issue in their service area. The guide describes proven risk communication techniques, such as how to return to productive conversation when people are communicating in a perceived high-risk environment and offers social media strategies to employ during crisis, such as how to prepare, how to react, and what to do after the crisis ends.

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