Case Study: Building Trust for Essential Utilities through Proactive PFAS Communications

CLIENT

Essential Utilities

PROJECT

Southeast PA PFAS Communications Strategy

SPOTLIGHT ON

Issues Management

Nearly seven years before the EPA set official PFAS limits, Vault Communications helped a utility company lead the conversation on water safety to build community trust.

THE CHALLENGE

When PFAS, or “forever chemicals,” were found in the drinking water across a large swath of Aqua Pennsylvania’s service area, the company — owned by Essential Utilities — called on Vault to help manage the crisis.

OUR APPROACH

Conduct rapid social listening and a full media relations audit to identify key stakeholders, their concerns and their spheres of influence
Establish a steady cadence of communication tailored to multiple audiences, underscoring Aqua’s commitment to safety while acknowledging the lack of regulatory guidance on PFAS
Develop and launch WaterFacts.com, an online resource hub where customers can check PFAS levels in their water and communicate directly with the company
Organize communications focus groups, town hall meetings and briefings with elected officials to build transparency and trust
Position Aqua leadership as proactive voices on PFAS mitigation in the community

THE IMPACT

Secured top-tier media placements, including The Wall Street Journal, The Philadelphia Inquirer and NPR affiliates
Elevated Aqua as a recognized leader on PFAS mitigation and consumer transparency
Strengthened community relationships through direct engagement and ongoing dialogue
Positioned Aqua to take a leadership stance when the EPA announced formal PFAS limits nearly seven years later

why it matters

By proactively addressing a critical water quality issue of the last decade, Vault Communications helped Aqua transition from reactive crisis management to national thought leadership. The approach not only safeguarded public trust with Aqua but also ensured they were prepared to lead the conversation on federal regulations.