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).

中文翻译：

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在传达生物安全性方面的战略信息融合：2013年猪流行性腹泻病毒案例

不一致，不清楚和不正确的信息可能会阻止听众进行适当的危机应对行为。因此，对于危机传达者而言，信息融合既是优先事项，也是持续的挑战。2013年，猪流行性腹泻病毒（PEDv）在美国养猪业造成了巨大损失。这项研究通过消息融合理论的视角，考察了来自多家养猪代理专家和大学推广代理机构发言人的访谈回复。研究结果通过揭示如何有效沟通来扩展了先前有关沟通内容的研究。最终，该分析解释了当现有的收敛信息不再准确时，从业者有时必须培养自己的分歧以提出更准确的信息（在这种情况下，是为了有效地提高生物安全性）。