Terminology for Improved Communications Regarding CECs
This presentation covered the findings of the WRF project Terminology for Improved Communications Regarding CECs (#4551), which explored how the terminology used by media differs significantly from that of water professionals, but (importantly) not from the general public’s. We addressed how the language utilized by the water industry and regulators fails to tap into the innate link between language and cognition. Language and cognition impact trust, with the public being more likely to trust a message about the minute presence of known dangers than the lack of evidence for health effects cause by unknown dangers. Health communication needs to be short and simple, explicit and authoritative, visually augmented, and layered. This presentation provided practical examples of best language practice.