Success of bridging the communication gap between Extension, industry partners, and state agencies during a disease outbreak
Animal Science
Abby Schuft
Extension Educator, Poultry
University of Minnesota
Willmar
Abstract
Efficient response to a reportable disease outbreak requires partnership between responding regulatory agencies and the industry facing the disease event. Regulatory officials are responsible for disease control and industry members are subject matter experts of day-to-day functions. Extension is responsible to support regulators and industry by bridging communication gaps. This presentation will share how lessons learned during Minnesota’s 2014/2015 highly pathogenic avian influenza (HPAI) outbreak affected response of the 2022 HPAI outbreak. This example can be translated to animal industries around the U.S. to optimize preparedness and minimize the impact of a disease outbreak. Four key lessons were learned, rectified, and then implemented during recent outbreaks. First, Extension’s role is to support responding agencies. Second, develop relationships prior to an emergency. While this seems to be an intrinsic component of Extension, it is critical to build this bridge proactively. Third, build a library of materials for reportable and foreign animal diseases for your state, relying on Extension’s expertise in developing research-based and peer-reviewed content. Finally, develop a unified communications plan to quickly disseminate information. As a result of lessons learned in 2015, state responding agencies heavily relied on University of Minnesota (UMN) Extension during the 2022 HPAI event. Significant gaps in HPAI communication to secondary audiences which tend to be Extension users were identified. Through multiple avenues of relationship building, trust was established to build and distribute co-branded resources. For example, 20 infographics were created and distributed on specific topics for diverse audiences. Notably, one graphic created for backyard flock owners was printed and distributed to 200 licensed retailers of live chicks, which many reproduced and distributed with sale transaction. The electronic version of the same had an initial reach of 4,713 on the UMN Poultry Facebook page and continued to circulate on social media platforms to immeasurable reach. The lessons previously learned in Minnesota have improved HPAI response during the 2022 HPAI disease event. We hope these lessons and actions taken will be useful to your local industry which can expedite response and spread situational awareness to the numerous audiences that can be affected.
Authors: Abby Schuft
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Abby Schuft Extension Educator, Poultry, University of Minnesota Extension, Minnesota, 56201-259