https://droughtmonitor.unl.edu/CurrentMap/StateDroughtMonito...
I don't see it so much as a "PR campaign" against it, but rather it is a populist issue that has broad appeal being against technology companies that are seen as the bad guys.
The data center build outs are not doing themselves any favors by going cheap (evaporative cooling), noisy fans ( https://www.npr.org/2026/09/17/nx-s1-5954414/residents-file-... ) and then being secretive about the "how much is there" makes it look all the more nefarious and underhanded.
The claims of "its taking our water" or "its raising our electric bills" or "its taking our (kids) jobs" or "its stealing all our art" are all things that have some grain of truth to them and easy to rally behind one (or all) of those reasons. The choice of water as the topic is easily the most visible and the one that can get farmers and city folk to agree on.
Going to closed cycle cooling, funding the reuse of waste heat for winter district heating, and such could go to mitigate the public outrage about them... but those aren't the cheapest ways to build them.