Translating risk during a rural water crisis: An IDEA model analysis

In March 2025, a water main break in rural Kentucky left thousands without potable water for 18 days. This study examines how the water district, a small rural utility, communicated during the crisis using the IDEA Model. Through rhetorical criticism of the Ohio County Water District’s (OCWD) public Facebook posts, the analysis explores how the Water District shared critical health and safety information with its customers. Findings reveal that, although messages did address some tactics represented in each IDEA model component, they failed to do so comprehensively. More specifically, the messages did not follow Internalization best practices in terms of conveying risk. The OCWD did not follow Distribution best practices in terms of communicating through multiple channels. In addition, the messages failed to address Explanation best practices regarding intelligibility (e.g. translating technical jargon and other information in ways that account for health and environmental literacy levels of target audiences). Finally, the messages did not follow IDEA model best practices to tailor Action steps to the unique lived experiences of impacted audiences. Beyond identifying chances to strengthen crisis communication practice, this case offers theoretical insights into the application of the IDEA Model in limited resource rural settings. Specifically, the findings suggest that organizational capacity, communication context, and the interaction among IDEA components influence implementation of instructional risk communication during prolonged public health crises.