The terms risk and crisis communication are often used interchangeably. However, the point of risk communication is to avoid crises. Risk communication is forward-looking in that it identifies, in advance, situations where decision-making is required in the face of uncertainty.
- Julie M. Smith, DVM, PhD, University of Vermont
Risk communication is the exchange of information about risks. What are risks? Risk refers to the uncertainty of danger, hazard or exposure to peril that we face every day. The possibility of a disease outbreak on a farm is a definite risk while raising livestock. At its best, risk communication is “an open, two-way exchange of information and opinion about risk leading to better understanding and better risk management decisions” (Army Corps of Engineers, 2012). Risk communication is a dialog.
This type of communication is important for any situation that might lead to a crisis. The plan should be part of a farm plan process and include strategies—depending on the scope of a biosecurity issue—for how a situation will be explained to all relevant stakeholders (employees, service providers, customers, government officials, the general public etc.), and how the communications are being received and understood by these groups.
Be Prepared to Answer Questions

Chicken with virulent Newcastle Disease. Photo source: USDA APHIS
One sick animal may not constitute a crisis, but several sick animals and carcasses visible in a field will get public attention. Know where the risks are on your farm for the introduction of infectious disease agents, and practice effective, every day biosecurity methods to reduce those risks. If a disease outbreak occurs—especially if it is a regulated or foreign animal disease that will involve working with regulatory agencies—be prepared to talk with everyone you do business with about ongoing efforts to contain and eliminate the disease.
The communication "dialog" may take place in person, via email, during telephone calls, on social media, or an interview with the news media. It is best to consider how you would communicate within all of these "channels".
The Rumor Mill

Photo source: USDA New Farmers
Being prepared to answer questions honestly and accurately is a skill in itself. You don't need to be a media personality to be successful, but anticipating how your business will respond to a crisis should be thought about ahead of time and documented.
When new diseases emerge, the boundaries of science are challenged. These challenges are a breeding ground for rumors. To minimize the likelihood of rumors developing, everything should be done to ensure public and animal safety and to limit the spread of the disease to people and among animals. In addition, special attention should be given to assuring the public that everything is being done to accomplish these tasks.
Public perception of the overall effectiveness of response to a disease outbreak is often created in the early phases of the response, when interest and attention is highest. These impressions can last long after the crisis. Therefore, any delay in conveying a competent and reassuring message to the public about a disease outbreak could have long-lasting negative impacts on public perception.
Seven Rules of Risk Communication
The "rules" below are recommendations for communicating with the public about risks and crises. Adapt these rules for the farm, when you might need to keep people informed about an emerging or emergency situation with public implications.