This study assesses the communication challenges and opportunities involved in the outbreak of an unknown disease, the Porcine Epidemic Diarrhea virus (PEDv) that severely threatened the United States pork industry in 2013 and 2014. Interviews with 13 individuals directly involved in developing and distributing risk and crisis messages during the outbreak identified four generalizable implications. They featured (1) the advantage of maintaining flexibility in crisis communication planning, (2)the value of audience analysis and message adaptation, (3)the importance of understanding not only what to do, but also why the recommended actions are essential, and (4) the utility of risk/crisis communication and education both prior to and during a crisis event.
The "market, message, means of communication" framework was tested in a case study, "adoption of rootstocks. It involved growing grapes for the wine industry and researchers found it a useful tool for ensuring that information is collected, analyzed, and used to inform extension program design.
Online from publisher. 2 pages., "The effects of misinformation during a pandemic, especially via social media, highlight how important it is for produce companies to have a clear, correct, calm message." Author cites importance of being sensitive to the needs of those being served. Cites examples of adjusted messaging during the COVID-19 pamdemic.
