[joewatch]

I've run into this situation a few times. I think that potting it on the turn is the wrong play. You are giving only 2:1 odds to a set, so most reasonable players will not call. You will only get called by a hand that has you beat, the str8 flush. If you bet only half pot, then you will be giving 3:1 odds to a set, and might get called here incorrectly since the set needs at least 4:1 odds to be played correctly. Then you can check-call the river and win more vs. a poorly played set and lose less vs. a str8 flush.