When new diseases emerge, the boundaries of science are challenged. These challenges are a breeding ground for rumors. To minimize the likelihood of rumors developing, everything should be done to ensure public and animal safety and to limit the spread of the disease to people and among animals. In addition, special attention should be given to assuring the public that everything is being done to accomplish these tasks.

Public perception of the overall effectiveness of response to a disaster is often created in the early phases of disaster response, when interest and attention is highest. These impressions can last long after the disaster. Therefore, any delay in conveying a competent and reassuring message to the public about a disease outbreak could have long-lasting negative impacts on public perception.