Wednesday, December 29, 2021
Not Enough
Snow fall in California's Sierra mountains is crushing records, but according to meteorologists, it is still not enough to break the state's drought. California has entered a boom-bust cycle for weather caused by global warming. How do you communicate that to citizens who have short memories? They will think, "We were dry last year but this year we're OK. I'll water my lawn." Experts say the state is in a long-term shortage of water and will never again be able tor rely on yearly snows to replenish reservoirs. It is a message the public doesn't want to hear, but a necessary one if the state is to survive with its huge population. At every level, the state has to preach conservation until the message is heard and the public changes its usage of water. That's hard but it must be done. It is a public relations challenge for decades to come.
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