Strategic Message Convergence in Communicating Biosecurity: The Case of the 2013 Porcine Epidemic Diarrhea Virus

Abstract

Inconsistent, unclear, and inaccurate messages can dissuade audiences from engaging in appropriate crisis response behaviors. Thus, message convergence is both a priority and a persistent challenge for crisis communicators. In 2013, the Porcine Epidemic Diarrhea virus (PEDv) caused substantial losses in the U.S. swine industry. This study examines interview responses by spokespersons from multiple swine agency experts and university extension agents through the lens of message convergence theory. Results extend previous research regarding what to communicate by revealing how to communicate effectively. Ultimately, this analysis explains how, when existing convergent messages are no longer accurate, practitioners must sometimes foster their own divergence to put forward a more accurate message (in this case, for effectively improving biosecurity).