Evaluating bovine tuberculosis risk communication materials in Michigan and Minnesota for severity, susceptibility, and efficacy messages

Abstract

Communication programs are a tool available to wildlife managers for managing risks associated with wildlife diseases such as bovine tuberculosis (TB). Evaluating these communication efforts is vital for successful disease management planning; yet, systematic evaluations of wildlife disease-related communication programs are lacking. To this end, we analyzed the content of 41 print and electronic TB risk communication materials (e.g., brochures, handouts, websites) available to stakeholders in Michigan and Minnesota, USA, during April 2010 to 1) describe and compare the materials; 2) make data-based recommendations to improve existing messages; and 3) highlight the ability of the extended parallel process model (EPPM), a well-known health communication theory, to serve as a framework for evaluation of wildlife disease issues. All message components central to the EPPM were identified in our sample of TB risk communication materials. More than 80% of materials promoted 1 behaviors believed to reduce the risks of TB transmission among and between wildlife and livestock in Michigan and Minnesota. Messages conveying severity and susceptibility of TB-related risks were present in 73% and 56% of the materials, respectively; whereas, efficacy messages promoting the ease and effectiveness of recommended behaviors were far less prevalent. Results provide insights for future TB and wildlife disease-related risk communication efforts (e.g., design messages that enhance stakeholder perceptions of efficacy) and demonstrate the utility of the EPPM as a framework to evaluate risk communication materials and messages for wildlife disease-related stakeholders. ß 2013 The Wildlife Society KEY WORDS extended parallel process model, Odocoileus virginianus, persuasion, risk messaging, white-tailed deer, wildlife disease.

Persuasive communication aimed at achieving wildlife-disease management goals

“…Emphasis on specific information intended to make it more memorable and on framing (i.e., how information is presented, what medium is used, and how it is interpreted) are important aspects of effective persuasive communication (Muter et al ). Effective message frames in wildlife‐disease management address 1) high threat and high efficacy, especially what people can do to be part of the solution (Muter et al ); 2) topics that deer hunters care about, such as risks of disease and management policies to hunting and the culture of deer hunting (Heberlein , Triezenberg et al ); and 3) social normative reframing of what other stakeholders are doing and want message recipients to do to cooperate with wildlife‐disease management activities (Lapinski and Rimal ). Message frames that emphasize susceptibility to the TB threat (e.g., human health risk if milk from a TB‐infected cow gets into food supply) or capability to engage in recommended behaviors that reduce risk (Muter et al ) may improve the likelihood of motivating one to act…”

“…We modified messages from existing BTB outreach materials to incorporate best practices for persuasive communication (Larson ). Our persuasive message comprised 1) high threat and high efficacy, especially conveying what hunters can do to be part of the wildlife‐disease solution (Muter et al ); 2) topics that hunters cared about, such as risks of BTB and its management policies to hunting and culture of hunting (Triezenberg et al ); and 3) reframed subjective and descriptive norms of what other stakeholders (i.e., hunters) are doing to reduce BTB and what other stakeholders want hunters to do to reduce BTB (Lapinski and Rimal ). The 3 core behavioral outcomes of the persuasive message, which were repeated in all materials multiple times, were to 1) follow baiting regulations or choose not to bait; 2) harvest more antlerless deer; and 3) have harvested deer heads checked at a deer‐check station.…”

“…Deer densities increased to approximately 30 deer/km 2 (O'Brien et al ). Stakeholder cooperation, especially among deer hunters, was identified as necessary to achieve BTB eradication goals (Muter et al ). Sufficient, sustained harvests of antlerless deer are needed to achieve deer densities that reduce the likelihood of disease transmission between deer or between deer and livestock (Carstensen et al ).…”

Bovine Tuberculosis Management in Northwest Minnesota and Implications of the Risk Information Seeking and Processing (RISP) Model for Wildlife Disease Management

“…Epidemiological evidence indicated the disease was introduced into a single beef cattle operation and from there it spilled over to deer ( 8 , 9 ). Deer presumably served as a spillover host for the transmission of the disease among area livestock operations ( 8 , 10 , 11 ).…”

“…These strategies centered on preventative measures to reduce the likelihood of disease transmission. Example strategies included a temporary buy-out of cattle producers, construction of deer exclusion fencing around stored forage, prohibiting recreational deer feeding, and reducing the local deer population using hunting regulations, aerial gunning, ground sharpshooting, and deer shooting permits issued to landowners ( 8 , 12 , 10 ).…”