Addressing Perceived Apathy Through Engaged Learning in Crisis Communication: Lessons From Bird Flu (H5N1) in Dairy

Recent outbreaks of A/H5N1 (Highly Pathogenic Avian Influenza virus/HPAIv) —commonly referred to as bird flu virus—have mutated and spread beyond poultry to also infect dairy cattle and humans. Despite warnings by crisis communication practitioners affiliated with the dairy industry, the response is widely criticized as underwhelming and apathetic. This study proposes engaged learning as an instructional risk and crisis co strategy for overcoming apathetic crisis denial. More specifically, a Reflexive Thematic Analysis (RTA) was conducted based on 21 semi-structured interviews with practitioners who work in direct or indirect contact with farmers, producers, and decision-makers associated with the dairy cattle industry. Results revealed that study participants support employing engaged learning communication strategies to overcome apathetic crisis denial and achieve desired affective, cognitive, and behavioral learning outcomes. These strategies include engaged and ongoing dialogue focused on: (1) internalization strategies to co-construct meaning about the relevance and impact of the risks to risk-bearers (affective learning); (2) explanation strategies to co-construct mutual understanding about the nature of the risks including how to prevent infection and control its spread (cognitive learning); and (3) acknowledge and address trust issues based on stakeholders' previous crisis experiences. In doing so, stakeholders may overcome apathetic crisis denial and choose to engage in recommended biosecurity practices (behavioral learning).