Bird Flu: Communicating the Risk
http://www.iabc.com/cwb/archive/2006/0806/sandman.htm

Sandman, Peter M. and Jody Lanard
Communication World Bulletin
2006

Abstract:

Most people have already heard a little about bird flu. But people face a host of other problems, and except for public health officials and poultry farmers, few are gearing up for action about H5N1 [the virus that causes the flu]. Yet.