What Does Personal Identifying Information Mean in a Small Town?

By Katelyn Page

Personal Identifying Information (PII) refers to any details that can be used to identify an individual. In most contexts, PII is straightforward:

• Social Security Number (SSN)
• Driver’s License Number
• Home or Mailing Address
• Email Address
• Full Name
• Birthdate

However, in a small town or rural community, the concept of PII becomes more complicated. Although the core idea remains the same, anything that can identify a person, the unique nature of a close-knit community means that even seemingly harmless information could lead to a breach of confidentiality.

In urban settings, people often remain anonymous within large crowds. In a small town, where many residents know each other by name, reputation, or appearance, even minor details can reveal someone’s identity. What might seem trivial elsewhere can become highly significant in a rural setting. A few seemingly harmless identifiers can quickly add up:

County

While a county may seem like a broad reference, in small towns where populations are often in the hundreds or low thousands, identifying someone by their county can easily narrow down their identity.

Car Model or Make

In rural areas, certain car models or unique vehicles stand out. Residents often recognize who drives which car, making vehicle information another potential identifier.

Frequent Locations

Regular visits to places like the local grocery store, post office, or gas station might seem unremarkable. Yet, in a small town, knowledge of someone’s routines; where they shop, where they work, or which church they attend, can reveal more than intended.

Small Community, Small ER

In a rural area, there may be only one hospital or emergency room serving the entire community. If someone goes to the ER, especially during a night shift when fewer people are present, it is likely others will notice. Hospital staff, people in the waiting room, or even local police may recognize the individual. Word often travels quickly in a small town, whether intentionally or unintentionally.

For example, a neighbor walking their dog near the hospital might recognize a survivor’s car parked outside the ER. Later, they hear that someone was admitted on a certain date in connection with a sexual assault. Putting these details together, the neighbor can figure out who was at the ER, why they were there, how long they stayed, and even who accompanied them, such as police officers, family members, or a local advocate.

In a small town, simply being at the ER at a particular time can serve as a significant identifier, even if no specific personal information is shared. This highlights how vital it is to maintain confidentiality and recognize that personal information can be pieced together far more easily in rural communities than one might expect.

Protecting confidentiality in small communities requires extra care from everyone, as even seemingly minor details can unintentionally reveal sensitive information. Awareness of how easily identities can be inferred is essential to safeguard the dignity and safety of survivors and ensure they can seek help without fear of exposure.

When dealing with victim/survivor information, confidentiality becomes even more critical in a rural setting. Familiarity among residents means that even vague or non-specific descriptions can unintentionally reveal someone’s identity. It is important to understand that a seemingly minor detail, such as a person’s first name or the street they live on, can become a significant clue in a town where everyone knows each other’s business.

When discussing sensitive cases or survivor information, it is essential to be extremely cautious about what is shared, even during casual conversations. The need to balance privacy and protection becomes even more pressing when the community is small and closely connected.

This project was supported by Grant No. 15JOVW-22-GK-04024-RURA awarded by the Office on Violence Against Women, U.S. Department of Justice. The opinions, findings, conclusions, and recommendations expressed in this publication/program/exhibition are those of the author(s) and do not necessarily reflect the views of the Department of Justice, Office on Violence Against Women