When a water crisis hits, the message can matter almost as much as the response itself.

At Catalyst 2025 inside Discovery World, crisis communications expert Emira Plowshares put utility leaders through high-pressure simulations designed to mirror the chaos of real emergencies. The goal wasn’t polished PR — it was preparing people to communicate clearly, honestly, and empathetically when tensions spike and scrutiny intensifies.

The session, called “Messaging Under Pressure,” walked participants through scenarios involving political pressure, competing agendas, public fear, and even corruption concerns. Attendees had to think in real time about what to say, who they were speaking to, and how to maintain trust while under intense pressure.

One of the biggest lessons: crisis plans can’t just sit in a binder. They have to be tested. Utilities increasingly face extreme weather, infrastructure failures, contamination fears, and viral misinformation — and leaders may only get one chance to communicate effectively when communities are looking for answers.

The exercise reinforced a growing reality across the water sector: technical expertise alone isn’t enough. In a crisis, leadership also means empathy, transparency, and the ability to communicate under pressure when every word matters.

Learn more about Catalyst at https://catalysth2o.org/events/cataly...

Content in collaboration with Rogue Water Lab and sponsored by U.S. Pipe.

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