Risk-management professionals involved in the mad cow disease scenario erred in what way(s)?

Question

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When people began falling ill after eating beef from cattle raised in Great Britain in the 1980s and 1990s, officials largely chose to downplay the risk and reassure people that British beef was safe to eat. The public gradually became skeptical, and even angry, about this claim. Risk communication professionals violated an important tenet of risk and crisis communication: Be open about what you know, even if you do not have all the answers. False reassurance can actually heighten fears and mistrust. Downplaying risks created a sense of distrust that discouraged people from believing what health officials said.

Risk-Management Professionals Involved in the Mad Cow Disease Scenario Erred