Understand perceptions of COVID-19 messages and information sources among rural wastewater treatment plant operators to inform context-specific communication strategies for implementing wastewater surveillance methodologies locally.

Eight employees from 7 Eastern Kentucky facilities involved in SARS-CoV-2 wastewater surveillance participated in semi-structured interviews. Respondents shared perceptions of traditional and social media COVID-19 information channels in their communities, as well as factors influencing trustworthiness of sources. Using the U.S. Centers for Disease Control and Prevention’s Crisis and Emergency Risk Communication (CERC) framework, 3 investigators conducted iterative, thematic coding of interview transcripts.

Respondents’ statements most frequently related to “Be Credible,” “Be Right,” and “Promote Action” CERC constructs, while mixed messages, high volumes of information, and numerous sources undermined trust in COVID-19 information.

Understanding the relative importance of CERC constructs and their distractors may improve future risk communication to advance infectious disease surveillance strategies in rural contexts.