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Why Do We Abandon Science in Favor of PR? Orange County Follies

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By Frank Pecarich
Retired Soil Scientist

We are gradually recovering from the stunning news that for the last 9 or so years, Monterey County has been irrigating tender leafy green vegetables like spinach and lettuce with tertiary treated sewage effluent on the 12,000 agricultural acres within the boundary of the Castroville Sea Water Intrusion Project. It has been established in the research I have covered in earlier installments of this continuing saga, that irrigating crops such as lettuce and spinach -- which are usually consumed raw -- with treated effluent is a most dangerous activity as pathogens such as E. coli 0157:H7 can get through to the irrigation water and to the plant.

Orange County Follies: The Role of PR

Well, as we sit back and come to the realization that for the past decade we have probably been subjected to this form of public treachery, we find that Orange County may be building our next contamination nightmare, something they actually call a “toilet-to-tap” project which will cost consumers and taxpayers $487 million dollars and is scheduled to be completed in 2007.

For more information you might refer to an incredibly instructive news article published on October 25, 2004 in the Los Angeles Daily News, entitled, “Reclamation Makes Orange County Drought Proof”. In the usual way that I have come to see this kind of project described and “pitched”, the focus is on saving or recycling water rather than the issue of human safety.

All in lather about what woes will befall the community, these projects are sold to the public by massive PR efforts that conspire to diffuse information and wear down resistance until the citizenry yields. This story in the Los Angeles Daily News contrasts the similar efforts of Orange County with their neighbor to their north, Los Angeles. It seems that Los Angeles didn’t go out and hire PR firms to help “tap dance” this highly questionable idea past the electorate. They had the idea that holding public hearings and taking a low key approach to water deficiency problems was, well … the democratic thing to do.

Los Angeles apparently also had “toilet-to-tap” water saving efforts as just one possible option within an array of possibilities. In other words they didn’t come to the public with a “baked cake” and the solution already decided that simply needed to be sold to the uninformed public.

Well, calling in the PR onslaught is exactly what Orange County did as the article points out. To heck with public hearings, we know the “answer”; let’s just talk them into it.

Ah… this has to be a PR person’s idea of heaven. Orange County officials bragged that “far from being repulsed at the thought of drinking reclaimed water, Orange County residents are boasting they'll have dependable, cheaper water when imported supplies dry up and leave the rest of Southern California parched.” Isn’t that just dandy?

The article points out that “Orange County took their plan to the community, holding neighborhood pizza parties, water treatment plant tours and hundreds of public meetings where they explained how sewer water would be purified and then added to underground water supplies.” It goes on to say, that popular “Public television personality Huell Howser was hired to narrate a video explaining how earthy-smelling wastewater will be transformed into distilled, crystal clear water.” How groovy.

They did have a bit of a hard time from those sometimes diehard protectors of the public interest, elected politicians. They say, “Politicians, initially skeptical of the project, were convinced to add their support.” In the article, U.S. Rep. Loretta Sanchez, D-Garden Grove, said, “the thought didn't thrill me, to tell you the truth," of her initial reaction to drinking purified sewage water. "I see at the federal level the fight over water. We need to do something and after looking at the science I realize how lucky we are to be able to do this project."

Well Loretta, at least you gave it some serious thought. The “shuck and jive” being put out by these “experts” and their PR machine effort was probably an awesome thing to behold. In these unbelievable times, it’s pretty hard to sell the truth when misinformation and distortion seem to sell so easily. You know the old saying, “truth is stranger than fiction”?

I have always been impressed at the ability of a good PR message to make a normally sensible person “take leave of their senses” as my dear departed mother would say. Instead of worrying about drinking tertiary treated sewage effluent, the PR genies substituted that logical concern with an Orange County native’s pride at being smarter than others by solving the local water deficiency problem. Hey, P.T. Barnum would be proud.

Exporting the Folly

In fact, the more I research this rather crazy program of using tertiary treated water on our veggies and now taking it directly to Orange County’s drinking glass, the concept of “misuse of Public Relations” pops out at me with wild abandon. One of the trade association organizations which promote these risky uses is called the Watereuse Association. They’re having a big conference in Santa Rosa, California, at the end of October this year ending appropriately enough, on Halloween, October 31st.

If you search the Internet for the organization or some of their members, you’ll find long lists of speeches and public presentations throughout this country as well as abroad where they have taken this message of using treated sewage effluent for what we believe to be dangerous and unsafe uses. Some of these people remind me of what Typhoid Mary could have been had she had access to a briefcase and a podium.

Monterey County in their plan to sell their program of using tertiary treated sewage effluent used a PR firm. If you recall from earlier stories, hiring a PR firm was about the only thing the Monterey County Board of Supervisors decided to do as a solution to a long list of problems identified in a Monterey County Grand Jury report in 1999. And they hired Ketchum Incorporated which, from a look at their web page, is a very potent entity.

They describe themselves as “one of the world's leading public relations agencies.” They go on to say about themselves, “with five major global practices and a worldwide network of public relations specialists, Ketchum can swiftly mobilize its global resources to produce meaningful results for clients.” Golly, they sound so potent, maybe we should get them on the Iraqi war problem?

I have to mention that Ketchum boasts on their web page that they have won “Ninety-six PRSA Silver Anvils” and “are three-time winners of Inside PR's Agency of the Year. Eighty-plus years of experience. Scores of offices and affiliates.” Oh my… the lettuce and spinach farmers of Monterey never had a chance. They were dead meat, as it were… But tell me, what does a “silver anvil” symbolize? Never mind, I don’t think I want to know.

Anyway, Monterey made the decision to hire these folks and the rest is history. Can’t you just see those poor farmers having to suffer the indignity of not having their valid concerns considered by the Monterey County Board of Supervisors. And, for their insolence in bringing up such concerns, they had to suffer years of re-education. Apparently the Board of Supervisors thought their thinking was faulty and needed a rewashing.

That takes us back to the water reuse trade association, named appropriately, Watereuse Association albeit spelled a little funky. If you look at their webpage, you’ll find a long list of success stories telling of their outreach ventures of spreading their brand of truth on the splendors of using treated sewage water. They even ventured out of this country often taking their briefcases, polished shoes and Power Point presentations. One of their “informational” recipients according to their website, was a presentation to Iraq. As I think about it, do you think that’s why the Iraqis seem so angry? I wonder…

Apparently Orange County thought this whole approach was so dandy that they decided to start right away with the PR onslaught and cut out much in the way of collaborative dialog, citizen’s participation and public involvement and all that stuff where you actually have to listen to the people. Hey, if you already know the answer, why waste time allowing others to talk much about it? Close the deal!

I know one thing, this new world of fast talking, fast walking, PR-focused approaches to what essentially is a scientific issue makes my old gray head spin. I even to start thinking, heck if I hadn’t taken all that science in school and had a few courses in public relations and “effective communications”, maybe I could have “been somebody”. Sigh… hey, I’m only 65, maybe I still have a chance?

Unanswered Scientific Questions

And then I think, get a hold of yourself. Those folks in Orange County have reason to be concerned. Even with the described high level of sewage water treatment described in the glossy brochures, the scientist in me says “caution”. My little band of multi-disciplined scientists has pointed out to me that there is much concern still in the scientific community about what outfits like Orange County propose.

They tell me about such disturbing things as “endocrine disruption” and that reverse osmosis is not typically used for reduction of biological pathogens. They also point out that E. coli can be merely “inactivated” in these treatment processes. I think, while I’m not a MD and microbiologist like one of my research team members, “endocrine disruption” doesn’t sound good. I make a note to ask my fellow scientist what happens when you get your endocrine disrupted. That can’t be good, I’m thinking!

And what does it mean to be “inactivated”? Is that like football where a player is put on the “inactive” list until he gets well and can play again? It sure sounds like it to me. Visions of little E. coli 0157:H7 sitting on the bench waiting to get called into the game flood my mind. Horrors…

Further my small band of scientists deluges me with valid questions when I show them what Orange County has planned. They ask, “Can this knock out all the pharmaceuticals, endocrine disrupters, etc. that end up in sewage effluent?” My friends say, “these as residuals can either select for or maintain antibiotic resistance. And another serious question Frank is, “does genetic information get through this treatment, including naked DNA?” Frank, “it has been shown that archeans -- these are a different kingdom than that which contains bacteria -- can reassemble following radiation disrupted genetic material. UV is just a form of radiation that plays with dimers on the DNA.”

My head is really swimming now. I admit to being stuck on the mental image of “naked DNA”. I always thought those guys in bacteriology had all the fun. Now I am having my suspicions confirmed. But I finally collect my thoughts and realize that these are some nasty sounding effects my friends are throwing out. Now I need to seriously think about radiation disrupted genetic material and something about radiation playing with my “dimer”.

But this I do know. I know the sterling reputations of my scientific friends and that they know what they’re talking about. And the real thing in their favor is that they don’t wear highly polished shoes, carry a briefcase and show me fancy Power Point presentations. Maybe they should think about shuffling on down to Orange County and help the citizens talk more about these things we’ll call science – not PR.

Now for me, I think I still have some semi-polished shoes in the closet and if I look real hard, I can find my old briefcase. Now if someone can tell me about how to make a Power Presentation… I may still have time to “make something of myself” just as my mother had hoped.

Frank Pecarich retired from the Washington, D.C. headquarters of the US Bureau of Reclamation in 1987. During his 26 year federal career he worked as a soil scientist with the USDA on the now- published Soil Survey for Monterey County. He lives in Ventura County.

An informational hearing is scheduled for Wednesday, October 11, 2006 before the California State Senate Governmental Organization Committee that is titled "Unraveling the e.coli outbreak: Are state emergency response systems prepared for outbreaks of food borne illnesses?" Perhaps the state should be asking other questions as well.

Posted on October 10, 2006

Comments

Dear Frank,
The similarities between the PR "spin" outlined in your story and the scenario here in Louisiana as scientists' studies on coastal erosion and levee rebuilding are being ignored in favor of lobbyists propoganda are eery.
I applaud your efforts. Keep standing up against the PR avalanche.
Warmest personal regards,
Chris

Posted by: Chris Russo Love at October 11, 2006 06:45 AM

A recent blog by Mr. Frank Pecarich contained some allegations about Orange County's Groundwater Replenishment System's water quality that were false. The following information on the project's water quality presents the facts. In addition, attached is a partial list of national health and medical experts who support the project based on the technologies used to purify the water.

Water quality has always been a top priority of the Orange County Water District (OCWD). This commitment – along with the need to ensure enough safe, high-quality water for the future – came to the forefront nearly a decade ago when the sponsoring agencies proposed the Groundwater Replenishment (GWR) System.
The GWR System will provide a new supply of reliable, high-quality water for north and central Orange County by purifying highly treated sewer water through state-of-the-art microfiltration, reverse osmosis and ultraviolet light and hydrogen peroxide treatment. The result will be water of near-distilled quality from the GWR System in 2007.
To underscore its commitment to safety and quality, OCWD commissioned water quality studies on the project in 2000. The studies were intended to provide additional information on the proposed treatment processes along with information on how the GWR System water will be used to replenish the groundwater basin underlying north and central Orange County. The water quality study tested the proposed treatment processes on the same source water as that for the full-scale GWR System. Real operating data (not a textbook study) was used as the basis for the water quality evaluation.

Published Findings Confirm Safety

In findings released in 2001, the studies concluded that the water produced by this system would be safe for consumers and actually improve the groundwater basin’s overall quality. The findings were published in a report called the “Groundwater
Replenishment System Water Quality Evaluation – Risk Assessment” (EOA, Inc., November 2000). OCWD and Orange County Sanitation District (OCSD) also appointed an independent advisory committee to provide an additional level of expertise and review of the studies. The advisory committee concurred with the report’s findings. The advisory committee was composed of recognized experts in the fields of public health, microbiology, environmental engineering, toxicology and risk assessment, including professors from University of California, Davis; University of California, Berkeley; and the University of North Carolina. Even before the water quality studies were completed, the GWR System underwent rigorous scrutiny by interested citizens, water experts and local, state and federal officials. The first extensive study, an environmental impact report/statement prepared in 1998-99, found the project will have no significant adverse environmental impacts and noted that “…the quality of the recycled water is expected to be better than that of alternative water supplies” available to Orange County. Following the environmental review, OCWD decided to further confirm these findings and took the additional step of conducting the water quality studies.

Conducting the Studies

The purpose of the studies was to compare different water sources representing two alternatives. Under one option (“No Action”), the groundwater basin would continue to receive water from the Santa Ana River and the county's two imported supplies, the Colorado River and Northern California, just as it does today. Under the other alternative (“Proposed Action”), water produced by the GWR System would be added to the existing blend of Santa Ana River and imported water from the two imported supplies.
The experts who conducted the studies employed methods consistent with the U.S. Environmental Protection Agency’s guidance for risk assessment. They used estimates of the relative risks to human health associated with each alternate water source. They analyzed samples from the three sources (Santa Ana River, imported water from Northern California and Colorado River) and identified constituents of potential concern in each.

Conclusions Concerning Public Health

In keeping with standard practices in such analyses, the studies divided the possible health risks associated with the three water supplies into three categories: non-carcinogenic, carcinogenic and microbiological contaminants. In brief, the conclusions drawn about the three categories follow:

Risks associated with non-carcinogenic health effects

Water from any of the three sources should not cause significant non-carcinogenic risk to public health. Indeed, the potential risk posed by GWR System water is lower than the other two sources.

Risks associated with carcinogenic health effects

The carcinogenic risks associated with direct consumption of water from the GWR System should be lower than that associated with either Santa Ana River or imported (purchased) supplies from the Colorado River and Northern California. Arsenic is the constituent that accounts for the majority of the risk in both alternatives (“No Action” and “Proposed Action.”) The levels of arsenic in all three water sources, however, are below the existing regulatory minimum level of 10 ppb for public safety. N-nitrosodimethylamine (NDMA) and 1,4 dioxane – which are used primarily as commercial chemicals – present more carcinogenic risk than any other constituent identified in GWR System water. At the time this study was performed, the California Department of Health Services had not established regulations regarding maximum levels of NDMA or 1,4 dioxane in drinking water. It should be noted, however, that the treatment technologies –thin-film composite
reverse osmosis and ultraviolet light and hydrogen peroxide – will remove compounds such as NDMA and 1,4 dioxane. All of these technologies will be used on 100 percent of the water purified by the GWR System.

Risks associated with microbiological contaminant health effects

GWR System water is “…projected to pose much less risk than Santa Ana River or imported water supplies from bacteria, parasites and viruses, provided that all processes in the system treatment facility are operating fully and properly,” the report said. It is important to note that for purposes of the studies, the experts assumed that each supply was consumed directly, before being used to recharge the groundwater basin. In fact, GWR System product water will be percolated into the groundwater basin where it will remain for at least 6 months. This will allow the GWR System water to undergo a natural filtering process while blending with water from the Santa Ana River, Northern California and the Colorado River.

Recommendations Concerning Operations

The study concludes that the system will incorporate a detailed monitoring program to ensure ongoing, reliable operations in both treatment and pipeline conveyance. The GWR System will include constant monitoring programs.

Conclusion of Independent Advisory Committee

An independent advisory committee reviewed the report and summarized its findings. The committee agreed with the report’s findings and concluded that “…the health risk associated with the quality of recharge water expected under the ‘Proposed Action’ (GWR System) will be less than or equal to that associated…” with the existing water supplies.

Preparation of Risk Assessment

EOA Inc., an environmental and public health engineering firm based in Oakland, Calif., conducted the risk assessment studies. In addition, OCWD organized the independent advisory committee. The committee members were:

• Robert C. Cooper, Ph.D., professor at University of California, Berkeley (microbiology, virology, public health)
• George Tchobanoglous, Ph.D., P.E., professor at University of California, Davis (environmental engineering)
• Eddie Wei, Ph.D., professor at University of California, Berkeley (toxicology)
• Douglas Crawford-Brown, Ph.D., professor at University of North Carolina (environmental science)
• Margie Nellor, M.S., Los Angeles County Sanitation District (health effects)

The Committee also engaged a group of six ex-officio participants who ensured that local and regulatory concerns were adequately addressed in the assessment. The ex-officio participants s represented the California Department of Health Services, the Santa Ana Regional Water Quality Control Board, the City of Anaheim and also included a congressional fellow. To see a copy of the Executive Summary of the report, please contact the Orange County Water District public affairs department at 714-378-3206. Copies of the full report are in the OCWD Technical Library.
ow the System Works
The Groundwater Replenishment System, a joint project of the Orange County Water District and the Orange County Sanitation District, will use state-of-the-art membrane technology and ultraviolet light to produce water of near distilled quality that exceeds state and federal drinking water standards. The water will then be used as another source to replenish Orange County’s groundwater basin, along with water from the Colorado River, Northern California and the Santa Ana River. The process will begin with highly treated sewer water from OCSD's Fountain Valley facility. This water will undergo several additional treatment steps, also referred to as an “integrated treatment process,” that includes microfiltration, thin-film composite reverse osmosis and ultraviolet light and hydrogen peroxide treatment. After undergoing this additional treatment, the water will be used to replenish the groundwater basin underlying north and central Orange County. The purified water will be pumped to spreading basins and travel the same natural filtering path that rainwater takes as it moves underground. It also will be used to expand the Seawater Intrusion Barrier that keeps the Pacific Ocean out of the groundwater basin. Once in the basin, the purified water will blend with other groundwater from the Santa Ana River and imported sources. For more information visit the project website: www.gwrsystem.com

What Other Public Health, Medical Professionals and Scientists Have Said About the Groundwater Replenishment System:

“I am confident that on balance, the System will make a substantial contribution to the prevention of disease transmission and maintenance of overall public health within the county.”
Sanford Brown, M.P.H., Ph.D.
Professor Emeritus of Health Science, California State University, Fresno

The Groundwater Replenishment System "will be approved and monitored by the California Department of Health Services, the Regional Water Quality Control Board and Orange County Health Agency…this should provide adequate oversight and public health protection."
Christine L. Moe, Ph.D.
Associate Professor, Rollins School of Public Health, Emory University

“I am confident that the advanced treating technologies that will be applied to previously treated wastewater – microfiltration, reverse osmosis and ultraviolet light and hydrogen peroxide – will produce output flows of clean, high-purity water.”
H. John Blossom, M.D.
Director, California Area Health Education Center, University of California, San Francisco-Fresno

“The Groundwater Replenishment System will provide ample protection from waterborne disease for Orange County residents.”
Ralph Morris, M.D., M.P.H.
Public Health Physician

"Having completed my assessment, I wish to commend the Orange County Water District and Orange County Sanitation District for moving forward with this project."
Kellogg J. Schwab, Ph.D.
The Center for Water and Health, Johns Hopkins Bloomberg School of Public Health

The Groundwater Replenishment System "…will provide a long-term public health benefit to Orange County residents."
John Balbus, M.D., M.P.H.
Director, Environmental Health Program Environmental Defense

A partial list of health, medical and science experts that support the project:

• Dr. John Balbus, MD, Director, Environmental Health Program, Environmental Defense, and former Director, Center for Risk Sciences & Public Health
• Dr. Sanford Brown, MPH, PhD, Professor Emeritus, Department of Health Science, California State University Fresno
• Dr. Christine Moe, PhD, Associate Professor of Infectious Disease Epidemiology Emory University School Public Health, Environmental Epidemiologist Center for Disease Control and Prevention (CDC) Atlanta, Georgia
• Dr. David A. Kalman, PhD,. Professor & Chair, Department of Environmental & Occupational Health Sciences, Univ. of Washington
• Dr. Chris J. Wiant, MPH, PhD., President, Caring for Colorado Foundation
• Dr. Robert M. Soderstrom, MD, Past Chairman, Environmental Health Committees, Genesee County Medical Society & Michigan State Medical Society
• Dr. Ralph Morris, MD, MPH, Public Health Preparedness Consultant, Minnesota Department of Health and member of American Board of Preventive Medicine
• Dr. Kellogg Schwab, PhD, Center for Water and Health at Johns Hopkins University
• Dr. H. John Blossom, MD, Director, California Area Health Education Center, Professor of Clinical Family and Community Medicine UCSF, Department of Family and Community Medicine
• Dr. Joan Rose, PhD, Howlin Chair for Water Research, Michigan State University
• Dr. Stephen D. Arnold, PhD, Department of Health Science, New Mexico State University
• Dr. Byron J. Bailey, MD, FACS, Past President, National Assoc. of Physicians for the Environment
• Dr. Lester Breslow, MD, MPH, Dean & Professor Emeritus, School of Public Health, UCLA
•

Posted by: Ron Wildermuth at October 19, 2006 12:37 PM

How ironic, I write a column about science being overtaken by public relations, and I get a rebuttal from, whom else, a PR official with the organization responsible for this potential disaster.

Ron Wildermuth, works for Orange County Water District (OCWD) and is identified as their public information officer. In the government, “public information officer” means “press flak” or PR person.

Wildermuth undoubtedly has no scientific credentials to his name so he tries to overwhelm us with what amounts to five pages of material when it is converted to MS Word. These PR flaks are “weighty” even if inaccurate.

Wildermuth is also known as Captain Ron Wildermuth, once the chief Public Affairs Officer for U.S. Central Command of the US Defense Department.

Looking his name up on Google reveals that he created a ten page memo with a code name of Annex Foxtrot. In this entry in Wikipedia it says that Wildermuth “outlined theretofore unprecedented Pentagon restrictions on news reporting.”

The description goes further to state:
"News media representatives will be escorted at all times. Repeat, at all times," wrote Captain Wildermuth. The memo established press pools that gave the Pentagon control over who could talk to troops and under what conditions, as well as control over much of what could be reported. The restrictions also provided for prior restraint of material deemed dangerous to national security.
http://en.wikipedia.org/wiki/Annex_Foxtrot

Boy, it sure seems natural that the sewage sludge and sewage effluent industry would want someone like Captain Wildermuth to command their assault on the citizens of Orange County. I mean, can it get much better in the world of PR wars than to have an experienced military Captain fresh from the PR war in Iraq? I don’t think so!

Let’s recognize that drinking treated sewage water is a bad idea. Treated sewage water is composed of everything that can be dumped down a sink and, of course, is dumped down a sink. For example, some research has speculated that the source of the highly toxic heavy metal in our sewage effluent is from dentists who allow their refuse from fillings to get into the sink and then into the sewer.

Multiply that phenomenon by other toxic industries that have access to the sewer system and you can get an idea what problems we have trying to clean them enough so they can become safe and drinkable. It just cannot be done with any assurance of safety given our technology at this point in time.

Municipal organizations like the Orange County water treatment and municipal waste entities in general have been trying to find a cheap way of disposing of both sewage effluent and sewage sludge for years.

Notice I say “cheap” because there are ways of more expensive methods of ridding ourselves of these products but municipalities prefer to foist them off on unsuspecting citizens rather than raise taxes to dispose of them properly.

For years Orange County joined Los Angeles in taking their sewage sludge to Kern County and smearing it over the LA owned farm they euphemistically call “Green Acres” near Buena Vista Lake southwest of Bakersfield.

Well, finally the citizens of Bakersfield woke up and in June passed a ballot initiative that banned the importation of sewage sludge from outside their county.
It’s not as if these Kern County folk hadn’t put up with abuse.

For years they endured the daily trucking 24/7 into Bakersfield of about 25 tanker truck loads of Southern California sewage sludge that amounted to 33% of all the generated sewage sludge in the entire State. Finally they were “fed up” and voted in June for the measure to restrict the outside sludge by an 83% vote in favor of passage.

Then LA Mayor, Antonio “Green” Villigorosa decided to have the LA City sue Kern County, their neighbor to the north for having the audacity to protect their environment. How dare they try and stop the LA sewage sludge flow?

You can read about this Mayor Antonio Villaraigosa fiasco on this web site by seeking this URL:
http://www.californiaprogressreport.com/2006/09/green_acres_is.html

As I said, the Orange County toilet-to-tap $487 million dollar “boonedoggle” is all about PR. They even had “Captain Wildermuth respond on their behalf. So I ask rhetorically, What else do I need as further proof that PR is overcoming science down there in Orange County?

Posted by: Frank at October 22, 2006 06:12 AM

Dear Frank:

Posted by: Dale Huss at March 27, 2007 09:11 AM

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