Sweetwater Authority advances 2026 communications strategy to tackle PFAS perception and promote low rates

Sweetwater Authority advances 2026 communications strategy to tackle PFAS perception and promote low ratesThe California utility’s legislative committee has recommended approval of a strategic communications framework and a $75,000 consulting contract to address customer concerns over water quality and build support for future infrastructure investments.

The Legislative Affairs and Communications Committee recommended advancing the 2026 Communications Plan to the full board, focusing on affordability, reliability, and water safety.

Recent customer survey data revealed that 93% of ratepayers are unaware Sweetwater has the lowest water rates in San Diego County.

The committee also advanced a $75,000, 12-month contract renewal with Affinity Public Affairs to execute the media and communications strategy.

The plan includes specific messaging protocols to address negative perceptions about tap water taste, PFAS treatment, and potential flooding impacts from a forecasted 'Super Niño' weather event.

During its June 17, 2026 meeting, the Sweetwater Authority’s Legislative Affairs and Communications Committee advanced a new strategic communications plan designed to reshape public perception around the utility’s water quality, infrastructure reliability, and affordability. To execute the strategy, the committee unanimously recommended that the full board authorize the General Manager to award a $75,000, 12-month contract renewal to Affinity Public Affairs. The consultant, Ian Stewart, presented the framework of the 2026 Communications Plan during the meeting, noting that it was built upon recent customer focus groups and survey data. According to the survey findings, while the utility enjoys strong baseline trust, customers expressed increasing sensitivity regarding water costs and the taste and look of their tap water, which often drives negative safety perceptions. Furthermore, the data showed that 93% of customers are unaware that Sweetwater Authority maintains the lowest water rates in San Diego County. "That hence the tagline, 'lowest rates in the county,' should be on every single thing that goes out," Stewart told the committee. The plan heavily emphasizes this affordability metric to build public goodwill, which committee members noted is critical for securing future ratepayer support for infrastructure upgrades. The committee chair observed that securing support for infrastructure funding in South County requires making a cogent argument that investments will improve customers' quality of life, which begins with educating the public on the utility's current cost efficiency. The communications framework also includes proactive messaging strategies for emerging contaminants. The plan aims to establish Sweetwater as a regional leader in PFAS education and treatment planning, ensuring the utility controls the narrative and maintains transparency without causing undue public alarm. Additionally, the committee discussed the inclusion of a crisis communications protocol to address potential environmental threats, specifically the forecasted "Super Niño" weather event. The utility plans to coordinate with local partners, including the cities of Chula Vista and National City, to preemptively educate the public about river system swelling and flood risks, clarifying the utility's operational role during heavy rainfall to mitigate misdirected blame for flooded properties. The committee unanimously approved advancing both the 2026 Communications Plan and the Affinity Public Affairs contract to the full Board of Directors for final approval at its upcoming June 24 meeting.