The risk communication challenges of mass animal destruction

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 public play an active role in risk assessment and policy making.