Key Determinants of Effective Communication during Animal Disease Outbreaks: A South Korean Case Study

초록

This study examines communication strategies during animal disease crises, focusing on avian influenza, African swine fever, foot-and-mouth disease, and COVID-19 in South Korea. Data were gathered from 530 veterinarians and farm owners via surveys and interviews, using a mixed-methods approach to evaluate communication effectiveness. Four critical components—promptness, accuracy, transparency, and interactivity—were found to significantly influence crisis response. Quantitative analysis showed strong correlations between these factors and improved management, while qualitative data highlighted issues with consistency and guideline ambiguity. Media outlets were analyzed for their role in disseminating veterinary information. Recommendations include creating an integrated communication platform, stakeholder training, and transparent information sharing to enhance trust and crisis management. The study underscores the need for a feedback loop between public agencies and stakeholders to refine strategies in real time. These measures aim to improve coordination and effectiveness in mitigating future animal disease outbreaks.

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