"People are ready to hear, and act on, messages about water"
Effective communication is vital to tackling today’s water challenges. Kerry Freek, Director of Marketing and Communications at XPV Water Partners, shares her perspective on how storytelling in the water sector has evolved, why it matters, and how communicators are driving change.
How do you think communication in the water sector has evolved in recent years?
When I joined this sector, water was still largely “invisible” – a convenience that most people didn’t give a second thought. That’s no longer the case. Today, many people have directly faced water challenges, and they are more deeply aware of how water impacts our lives.
Utilities are communicating more effectively with stakeholders, brands are aligning products and services with water-conscious values, and water issues persist in the news cycle
As communicators, we’re now engaging with a wider, more receptive audience. People are ready to hear – and act on – messages about water. At the same time, our industry has significantly improved how it tells the story of water. Utilities are communicating more effectively with stakeholders, brands are aligning products and services with water-conscious values, and water issues persist in the news cycle.
It's an exciting time to be shaping meaningful narratives about how we can better manage, protect, and share water.
Why do you think it is important to communicate about water?
Water is essential for everything we do, make, and consume, so when something goes wrong, the effects are felt quickly. Communicators have a key role in building and maintaining trust and keeping stakeholders engaged, even on quieter days. We must be prepared to respond swiftly to emergencies, continually adapt our strategies to be heard, and find the most efficient and effective ways to deliver targeted messages. Strong communication helps safeguard public health, protect ecosystems, and support economic stability.
What are the most challenging aspects of communicating water-related news?
Communicators face a growing set of challenges. With more noise and competition across every platform, capturing attention is harder than ever. Public trust in institutions has declined, and perceptions of authority have shifted. We’re all navigating a constant state of “permacrisis” – from failing infrastructure and ageing workforces to funding constraints, political tensions, and global instability.
The good news is that these challenges represent opportunities to improve and innovate. I love to see communicators building unexpected partnerships, experimenting with alternative approaches, and embracing emerging tools. At XPV, we host a Marketing and Communications Council made up of members from our portfolio companies. It’s a space for sharing ideas, insights, and experiences. It’s proven to be a valuable way for the teams to feel connected and learn from one another.
Could you highlight one of XPV Water Partners’ communication success stories?
When XPV’s founders decided to focus on this sector, they had to work hard to get noticed and educate investors
Crafting, testing, and refining a compelling narrative for how we plan to achieve our mission to “make a difference in water” has been critical for the firm’s evolution and success. When XPV’s founders decided to focus on this sector (more than two decades ago!), water was not on the radar of most investors. The partners had a clear view of the coming challenges and opportunities for water, but to raise funds, they had to work hard to get noticed and educate investors. Today, communicating the story – showing why water should matter to our stakeholders – is something our team does naturally. Everyone is on message.
Who or what organisation inspires you when it comes to ways of communicating?
There are many communicators I admire in the water space, but I’ll share a few standouts. Circle of Blue fills a critical gap when it comes to journalistic coverage of water issues, making complex topics accessible to broader audiences. I especially appreciate how their team collaborates with traditional media outlets to amplify important stories.