Summary
Mass
animal destruction strategies present a major risk communication challenge.
While mass culling, stamping out, and depopulation may be scientifically
and economically justified during emergency response to exotic disease
incursions and eradication programmes, their use may be limited in
the future due to public concerns over animal welfare, environmental
contamination and unintended social consequences. To address this
dilemma, official veterinary services must move from unidirectional
communications strategies to active engagement of all potentially
affected stakeholders. Case studies of recent disease outbreaks demonstrate
the critical role that communications play in influencing public reaction
to disease management strategies. An evaluation of these case studies
provides support for the implementation of risk communication best
practices: incorporating risk communications into the policy-development
process, conducting pre-event planning, fostering partnerships with
the public, collaborating with credible sources, meeting the needs
of the media, listening to and addressing public concerns, communicating
with compassion and empathy, demonstrating honesty and openness, acknowledging
uncertainty and providing messages that give people meaningful things
to do. Implementing the risk communication best practices requires
veterinary services to move from a more technocratic approach to a
participatory model where the potentially affected publics play an
active role in risk assessment and policy making.
Keywords
Animal
diseases, Culling, Depopulation Mass animal destruction, Public
outrage, Risk communication, Stamping out.
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