Mad Cow Disease at 20: Lessons Learned and New Challenges

December 23, 2023, marks two decades since the U.S. first encountered a case of Mad Cow disease, officially known as bovine spongiform encephalopathy (BSE).  

Talking with David Cooper for his oral history of the event for Progressive Cattle, brought back memories about the pivotal lessons learned from a communication and issues response standpoint.

In 2007, I wrote a chapter about “The Cow that Stole Christmas” in the book, Communicating in a Healthcare Crisis, by my former APCO Worldwide colleague Wayne Pines and published by FDA News. As the Director of Communications for the U.S. Department of Agriculture on Dec. 23, 2003, I focused on the government’s preparation and response and pulled from experience preparing for BSE while working for the beef cattle industry for 15 years before joining the government.

With the 20th anniversary approaching, it has been an opportune time to reconnect with former colleagues, discuss the “what ifs” and contemplate the changes in communication dynamics. What if social media was the source of news and information that it is today? What role would AI tools have played in effectively getting the facts or misinformation to consumers about the safety of beef?  

Of course, many principles we relied on in 2003 are still applicable today. Here is a summary of a few that were included in my 2007 chapter.

Lessons from 2003: Then and Now

Take action before you are forced to. Know what your potential crisis will be and take steps to prevent it. You may not have 20 years to prepare and practice as the U.S. had with mad cow disease, but the public and the media will expect you to have taken some steps to minimize the risk.

Communicate openly and immediately. In today’s information age, the public is well-informed and swift to react. Dec. 23, 2003, was not the first time the public heard about Mad Cow. The government and industry (and even Oprah) had been talking about it for quite some time, way before the U.S. case. Mad Cow taught us that addressing difficult issues head-on can maintain confidence and demand for your product. Embrace opportunities to teach the public about the issue. Be transparent even if you do not have all the answers. The public will appreciate knowing what you do know.

Maintain public confidence in government officials. In 2003, trust in government scientists was key, but that trust is no longer a given. As we saw with the pandemic, there is more aggressive questioning of science and experts today. And you can count on politics and ideological differences to play a part. Consumers need to have a source they can trust so prior communication and reputation management is a must, which leads to the next principle.

Plan and Practice. Have communications systems and materials in place, experts ready, and practice your response beforehand. Years of preparation and practice were critical 20 years ago and may be more important today. This is communications and issues management 101, but it is surprising how often people, companies, and organizations are still caught off guard. To help avoid this, practice the next principle.

Engage those at the top. Crisis preparedness and management is not just for the communications department. There must be 100 percent support, dedication, and understanding by top management, board members, and key stakeholders. Their commitment is vital to navigating a crisis successfully.

Looking Forward

As we mark the 20th anniversary of the Mad Cow outbreak, it’s a great time to think about the next event and how we can leverage the lessons learned for today’s environment. For those involved in “The Cow that Stole Christmas,” what are your insights, what lessons remain relevant and what would we do differently today?

To delve deeper into the Mad Cow response and gain historical insights from various major food and health crises, check out Communicating in a Healthcare Crisis. It offers a comprehensive view from the government’s perspective, covering over 30 major case studies, including Tylenol, Saccharin, Tobacco, and Anthrax.