Most professionals operate at 50 to 70 percent of their communication capacity, and they don't even know it. In this episode of the Make Water Work Catalyst Collab, Isaac Pellerin and Chelsea Boozer (Executive Director, Rogue Water Lab) sit down with Dr. Bernard Armada, Associate Professor of Communication Studies at the University of St. Thomas, to unpack why improv, storytelling, and vulnerability might do more for public trust than any fact sheet ever could. Bernie guided a session at Catalyst 2025 in Milwaukee that's still one of the most talked-about moments from the event, and he's back to explain the theory behind the experience. In this episode, we cover: • Why most communicators only use a fraction of their full range, from facial expression to language choice, and what "unlocking" the rest looks like • What happened when 150 water professionals were asked to make goofy faces at Milwaukee City Hall, and why it worked • How professional jargon quietly mutes the parts of communication that actually build trust • The research behind how public memory gets shaped, whose stories get featured, and whose get left out • Why utilities lose the narrative when a single water main break outweighs decades of quiet, reliable service • How Bernie uses humor, listening, and a "dinner party" mindset to keep any room engaged • Why authenticity and vulnerability are the one thing AI-generated content can't replace • A first-hand account of Catalyst 2025 in Milwaukee, and what's ahead for Catalyst San Diego, August 31–September 3, 2026 If you work in water communications, public engagement, or utility leadership, this conversation will change how you think about the next room you have to win over. Connect with Bernard Armada: https://www.linkedin.com/in/bernard-armada-91a8a07/ Learn more about Catalyst 2026: catalysth2o.org Like, subscribe, and drop a comment: what's your water story? #MakeWaterWork #WaterCommunications #Catalyst2026 #PublicTrust #WaterIndustry #Improv #StrategicCommunications
