随着交流变得越来越普遍 与客户讨论复杂科学问题 它对健康的影响尚不清楚 公用事业公司必须了解这些看法 不同的观众对饮酒有不同的看法 水和公共卫生。公用事业也必须 承认信任在沟通中的作用 努力赢得并保持信任 他们的客户和公众。 美联社关于 已出版的饮用水中的药物 在全国各地的媒体上 本文以案例研究的形式呈现。作者 解释了风险沟通原则的重要性 使用并提供了应用这些方法的建议 实用通信原理，特别是 在谈到药品和其他问题时 新出现的问题。包括2个参考文献，图。

As it becomes more common to communicate with customers about issues of complex science whose health effects are not well understood, it is imperative for utilities to understand the perceptions their different audiences have about drinking water and public health. Utilities must also acknowledge the role that trust plays in communications and make efforts to gain and keep the trust of their customers and the general public. The Associated Press series of articles about pharmaceuticals in drinking water that were published in media outlets around the country are presented here as a case study. The author explains how risk communication principles are used and offers suggestions for applying these principles in utility communications, specifically when addressing pharmaceuticals and other emerging issues. Includes 2 references, figure.