Abstract
In the coal mining regions of Eastern Kentucky, access to potable water has been diminished due to industrial pollution and aging infrastructure. Current communications regarding contaminated water are often too inaccessible and too infrequent to appropriately address the issues in target communities. To explore possible improvements to the community's communication infrastructure, the researchers explored what types of stories should be used to communicate about water quality risks, who should communicate about these stories, and how these stories should be communicated. Researchers enlisted a key community member to conduct 24 individual interviews with community members, using snowball sampling. Open and axial coding was used to conduct a constant comparative analysis of the data for emergent themes. Analyzing the verbatim interviews, the researchers concluded communication infrastructure should be enhanced to engage the public about water quality risks. Risk messaging should share water quality information through stories that are designed to be easily digested and frequently distributed using laypeople's terms, visuals, graphs, and maps. These stories should be shared using an integrated communication infrastructure where key community storytellers, such as local news, social media, and interstitial agents, work together to share risk information across platforms and channels.