Engaging the public through strategic communications is a vital component of any strategy, in both the public and private sector.  That is why the State of Michigan, the Governor, each state Department, the City of Flint, the business and community groups in Flint, the Mayor of Flint, and other organizations affected by the water crises needs someone to help define the narrative to communicate about the situation, to find the people and their stories to share, to run interference between the national media looking for a story and the people of Flint looking for answers, for solutions and for help.