The Influence of Public Relations on Public Perception of Forever Chemicals in Response to the Release of the Film “Dark Waters”

Concerns about the health consequences of industrial pollution have been steadily rising, particularly regarding per- and poly-fluoroalkyl substances (PFAS), commonly known as "forever chemicals." Historically, films have influenced public discourse on such environmental issues, bringing widespread attention to the dangers of toxic industrial practices. This thesis presents a qualitative content analysis of the public relations efforts surrounding the release of the 2019 film Dark Waters and their influence on public discourse and regulatory action related to PFAS. The study explores two intersecting PR strategies: the filmmakers’ advocacy-driven communication campaign, which was inductively coded to identify emergent themes, and DuPont’s crisis communication response, analyzed through the lens of Situational Crisis Communication Theory (SCCT). The research findings suggest that the PR efforts significantly influenced public discourse, contributing to increased media coverage, grassroots activism, and regulatory scrutiny of PFAS. This research underscores the role of strategic communication in shaping environmental narratives and driving policy change.