Clearly explaining a rate increase, the need for infrastructure, and the impact of regulations requires water professionals to embrace relatable language. Moving from technical terms to conversational explanations can build trust and community support. This presentation provides an overview of the science of brand journalism, storytelling, and risk communications – foundational skills in improving how water professionals communicate. The presentation includes examples of how to take technical language and turn into infographics, easy-to-understand consumer letters, and responses to a media question. The presentation will give focus to communicating about lead, PFAS, fluoride, and rate increases through the lens of risk communications. Key Takeaways: 1.Learn about the science of relatable consumer communication. 2.See examples from Louisville Water of brand journalism and storytelling in explaining complicated, technical topics. 3.Learn risk communication strategies that can help explain technical issues with empathy and relatable language, receive templates for risk communication strategies. This session is ideal for utility professionals, communication teams, and service providers seeking to improve their communication engagement strategies. Attendees will leave with proven strategies and real-world examples to improve consumer communications and strengthen the public’s trust.