Forecasting flu epidemics has a direct bearing on the field of business. The public grows weary of flu epidemic forecasts that are off. If too much or too little scare is put into the public or the wrong scare is forecast avian flu instead of swine flu, the public begins to disbelieve that the experts have any real knowledge of what is going on.

How can this type of error affect businesses? How do businesses correct for this type of problem? What is a good example?