Risk and crisis communication narratives in response to rapidly emerging diseases

AbstractThe uncertainty inherent in crises can create a narrative space that is often filled by multiple interpretations about both what is happening and what steps should be taken to resolve the crisis. As more information becomes known, these competing crisis narratives gradually merge into a dominant narrative about the crisis, lessons learned from it, and recommendations for the future. This case study examines the swine industry’s response to the Porcine Epidemic Diarrhea virus (PEDv) outbreak. The virus spread rapidly throughout the industry and, in a matter of months, had killed approximately 10% of the U.S. swine population. This analysis examines the crisis communication that ensued during that time. More specifically, 13 specialists representing the National Pork Board, American Association of Swine Veterinarians, veterinarians highly active in treating PEDv, university extension agents, and academic researchers were interviewed for this study. A narrative analysis of the interview content revea...