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UNIT 2: Teaching material. Maria Babajimopoulos TEI of Thessaloniki 3rd revision March 2004. Information on food safety is passed on to the consumers via:. MEDIA Newspapers Magazines Radio TV INTERNET SCIENTISTS EDUCATORS Public Organisations Responsible for Food Safety
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UNIT 2: Teaching material Maria Babajimopoulos TEI of Thessaloniki 3rd revision March 2004
UNIT 2 Information on food safety is passed on to the consumers via: • MEDIA Newspapers Magazines Radio TV • INTERNET • SCIENTISTS • EDUCATORS • Public Organisations Responsible for Food Safety • Consumer organisations
UNIT 2 Risk Communication need to consider: • the message (information) • the source (origination point of message) • the channel (path) • receiver (termination point)
UNIT 2 Consumer perceptions of risks and risk communication • Citizens tend to perceive risks differently than “experts”. Difference between the public’s and the expert community’s perceptions of how important various risks are, and perhaps how acceptable they are, need to be brought closer together, so that both food safety officials and the public can be confident that policies are in the public’s best interest. Closing the perception gap is a logical priority for risk communication. • Risk communication’s main goal might be to try to make consumers understand the relative seriousness of risks, so that the public’s priority would better match those of the food safety agencies whose job is to protect the public.
UNIT 2 Good risk communicationseeks to • Translate the scientific findings and probabilistic risk assessment into understandable terms. • Explain the uncertainty ranges, knowledge gaps and ongoing research programs. • Address the issue of building credibility and trust.
UNIT 2 Good risk communicationseeks to (contn’d) • Understand the public “framing” of the risk issue, especially its qualitative dimensions. • Acknowledge the specific questions that arise in this domain (public’s perception). • Analyse the conditions needed for allowing the public to acquire needed information, skills and participatory opportunities.
UNIT 2 Effective risk communication - 1 In order to develop effective risk communication there is a need to identify the actual concerns held by the public regarding specific food hazards.
UNIT 2 Effective risk communication – 2 Consistency between public and expert opinion is necessary to ensure that the greatest public health risks receive adequate attention and that both science and public values are included in decisions about food safety
UNIT 2 Putting risk into perspective - 1 “It is important to be aware of the various ways in which risk information is presented. Risks can refer to a variety of health outcomes such as death, cancer and non fatal injuries or illness and risks ranking may differ depending on which outcome is used.” George Gray, Ph.D., Deputy Director Center for Risk Analysis, Harvard School of Public Health
UNIT 2 Putting risk into perspective - 2 eg: The risk of dying from foodborne disease ranks relatively low when compared to other public health hazards, however the risk of foodborne illness may rank much higher where the outcome is not death.
UNIT 2 Risks sorted by hazard and outrage components
UNIT 2 Communication Problems occur when the message; • is not what the audience wants to hear • is poorly presented • is improper • comes from the wrong source • is sent via the wrong channel
UNIT 2 Risk information vacuumarises when • Over a long period of time scientists make no special effort to communicate the results being obtained regurlarly and effectively to the public. • Instead, partial scientific information dribbles out here and there and is interpreted in apparently conflicting ways and increases the public’s fear.
UNIT 2 Good risk communication practice Ten lessons 1. A risk information vacuum is a primary factor in the social amplification of risk. • Risk communication failures can initiate a cascade of events that exacerbate risk controversies and render risk issues difficult to manage.
UNIT 2 Ten lessons 2. Regulators are responsible for effective risk communication. • Governments have the primary responsibility for risk communication. • Communication of halfway measures (risk control and risk reduction) difficult to do well. Most responsible agencies would rather not try at all.
UNIT 2 Ten lessons 3. Industry is responsible for effective risk communication. • Industry has to tread carefully, on account of its credibility problem. • Industry also should insist goverments assume primary responsibility.
UNIT 2 Ten lessons 4. If you are responsible, act early and often. • Timeliness is everything in effective risk communication. • Do it as ofetn and as long as is needed to prevent a risk issue from being put into play by other interested parties.
UNIT 2 Ten lessons 5. There is always more to a risk issue than what science says. • Industry should be perceived to be solicitous of consumer inquiries and eager to provide a generous supply of pertinent data.
UNIT 2 Ten lessons 6. Always put the science in a policy context. • Controversies inevitably give rise to demands on governments to “do something”. • Primary obligation is to explain the implications of policy choices.
UNIT 2 Ten lessons 7. “Educating the public” about science is not a good substitute for good risk communication practice. • The public wants to hear what those charged with responsibility think ought to be done, and why.
UNIT 2 Ten lessons 8. Banish “no risk” messages. • It can appear to signal insufficient courage to take all the measure necessary to protect public health.
UNIT 2 Ten lessons 9. Risk messages should address directly the “contest of opinion” in society. • Officials cannot avoid confronting the issues as they are posed in society, not how they appear in science-based risk assessments.
UNIT 2 Ten lessons 10. Communicating well has benefits for good risk management. • Good risk communication practice can be regarded as the causeway that links all the organizational elements in a well-functioning risk management process.
UNIT 2 Seven Cardinal Rules of Risk Communication • Accept and involve public as a legitimate partner • Plan carefully and evaluate your performance • listen to the public’s specific concerns • be honest, frank and open • coordinate and collaborate with other credible sources • meet the needs of the media • speak clearly and with compassion
UNIT 2 Ten Most Persuasive Risk Statements About Food Poisoning • In 1964, 4000 cases of food poisoning were reported. By 1992, this figure had risen to 64,882 cases. • Symptoms of food poisoning include abdominal pain, diarrhea, vomiting, nausea and fever. • Pregnant women are particularly at risk from Listeria, which is sometimes found in soft cheeses and pates. • Bacteria which cause food poisoning grow most quickly at temperatures between 5 °C and 67 °C. • The easiest way to spread harmful bacteria is through handling food with dirty hands.
UNIT 2 Ten Most Persuasive Risk Statements About Food Poisoning (contn’d) • Inadequate heating of ready prepared foods has lead to an increase in domestic food poisoning, which reduced by consuming food products within recommended time, and following the manufacturers cooking instructions. • Appropriate hygiene measure in the home can reduce the probability of experiencing food poisoning. • Many cases of domestic food poisoning are caused by bacteria transferring from raw food to cooked food, care should be taken to keep the two separate at all times. • Particular care should be taken to defrost frozen chicken and large pieces of meat, as otherwise harmful bacteria may not be killed in the cooking process. • To prevent food poisoning in the home, clean utensils and work surfaces adequately.
UNIT 2 Ten Least Persuasive Risk Statements About Food Poisoning • Cases of food poisoning have been recorded in ancient civilizations. • Preventing food poisoning may cost the tax payer money. • Information about the risks of food poisoning is available from many different sources. • The link between food poisoning caused by the micro-organism Campylobacter exceeded that caused by the micro-organism Salmonella in the period 1980 - 1988.
UNIT 2 Ten Least Persuasive Risk Statements About Food Poisoning (contn’d) • Food poisoning was originally thought to be caused by chemicals found in proteins, although it is now known that it is caused by bacteria, a micro-organism. • Research money has been spent to determine effective ways to prevent food poisoning. • Some animals which can spread food poisoning bacteria, such as mice and rats, have no symptoms of the disease. • Many working days are lost due to food poisoning in the U.K. every year. • During the last 100 years many different groups of micro-organisms have been implicated in food poisoning, and new types have been accidentally imported from abroad.
UNIT 2 Risk communicationThree phases • Phase 1 (1975-1984): emphasis on comparative risk estimates, “arrogance of technical expertise”. • Phase 2 (1985-1994): emphasis on succesful communications, practices from modern marketing, limited succes due to lack of trust. • Phase 3 (1995-now): emphasis on social context, trust through commitment.
UNIT 2 Three phases of risk communication
UNIT 2 Media - 1 • We all know that sensational headlines “sell papers” but responsible journalists will approach scientific data on food risk with skepticism and provide advice to their audience • However many scientific journalists exaggerate the risk and consumers become frustrated and confused. Communicating risk is challenging and putting risk into terms the average consumer understands can be tricky • Good food risk communication involves science based information that is presented in context in a non alarmist manner
UNIT 2 Media - 2 While the responsibility falls equally on all parties involved in the communication process –scientists, journal editors, reporters, nutritionists, industry representatives, consumer advocates- the media are most visible and must weigh the conflicting scientific interpretations of equally credible or biased sources and then provide information to the public in the most accurate, timely and useful manner.
UNIT 2 Improved communications Improved communications allow news, especially bad news to travel widely and quickly. This is one reason for increased public anxiety about food related risks. But this also leads to increased reporting of food poisoning that once would have gone unnoticed.
UNIT 2 Communication guidelines for journalists The following questions must be answered by journalists who want to make a responsible reporting and put the science into consumer-friendly language: • Is your story accurate and balanced? • Have you applied a healthy skepticism to your reporting? • Does your story provide a practical consumer advice? • Is reporting grounded in a basic understanding of scientific principles?
UNIT 2 Expert’s contributions in risk communication Scientists usually play large roles in informing the public about food risk issues. Information from expert sources typically contains three components: • Scientific facts • Expert interpretations • Value judgments
UNIT 2 Components of expert statements on risk issues using the 1989 Alar debate as an example
UNIT 2 What should scientists say when cast in the role of a risk communicator 1. The importance of trust: Successful risk communication often involves demonstrating that you deserve the public’s trust. 2. Goals of communication: One obvious goal of communicating with consumers about risks is to increase their knowledge of the scientific facts. Risk communication should also build trust and should seek to reduce outrage. 3. Communication strategies • Tell the truth • Address outrage factors • Explain risk reducing steps • Share power and responsibility • Separate your value judgments from the facts • Reduce uncertainty by emphasizing consensus • Don’t be too technical • Don’t talk down • Don’t tell consumers not to worry • Don’t remain silent
UNIT 2 Communication guidelines for scientists It is important that scientists make themselves available to the media when one of their studies is released. They can explain the benefits or harms discovered and correct any misimpressions that the media may have. • Have you provided essential background information about the study in your written findings, or to journalists or others requesting it, in a language that can be understood? • Have you clarified dietary risks and benefits? • Have you met the needs of the media?
UNIT 2 Ten deadly sins of oral communication • Appearing unprepared • Handling questions improperly • Apologizing for yourself or the organization • Not knowing knowable information • Unprofessional use of audiovisual aids • Seeming to be off schedule • Not establishing rapport • Appearing disorganized • Providing the wrong content
UNIT 2 Government-science-industry Government, science and industry are often criticized in their failure to address consumers fears about safety, rapidly and convincingly. The media on the other hand often stretch facts to make a catchy story.
UNIT 2 Communication guidelines for industry, consumer and other interested groups The information released by these groups should provide new insight and help enhance public understanding of the study results. • Have you provided accurate information and feedback to the media? • Do you adhere to ethical standards in providing diet and health information?
UNIT 2 Communication Characteristics of a Crisis • Inaccurate, contradictory, and incomplete information, especially in the initial stages; • Constantly changing information; • Breakdowns of normal communication channels; and, • Confusion
UNIT 2 Crisis Communication Needs • Anticipate rather than merely react to events; • Define the issues accurately; • Deploy constantly changing tactics; • Develop a cohesive strategy; • Establish a crisis communication management team; and, • Communicate through a single credible spokesperson
UNIT 2 Effective Crisis Communication • The incidence or event does not rise to the level of a crisis; • The impact of the crisis on the company is kept to a minimum; • The company establishes control over the situation - including the media;
UNIT 2 Effective Crisis Communication (contn’d) • Crisis related messages are accurately and quickly transmitted, received, understood, and believed; • The company is perceived in a positive light - as caring, concerned, and taking appropriate action to correct the situation; and, • Crisis related messages result in meaningful and appropriate actions
UNIT 2 Ineffective Crisis Communication • Raise levels of public anxiety, concern, and fear; • Fuel rumors; • Result in inaccurate perceptions of risk; • Result in exaggerated allegations and claims of injury and harm; • Result in negative images of the company; and, • Result in loss of shareholder and public confidence
UNIT 2 A consumers guide to taking charge of health information • Most people are on their own as they evaluate health information. • People pay more to protect against low probability loss than to pursue low probability gain • Risk is important because it implies that there is some chance that something bad might happen. • Uncertainty can be frustrating and frightening. • Consumer’s attitude and choices can play a major role in their future health. • People want to make their own decisions. • To making sense of food risk information ask the following ten questions:
UNIT 2 A consumers guide to taking charge of health information (continued) • What is the message? • Is the source reliable? • How strong is the evidence overall? • Does this information matter? • What do the numbers mean? • How does this risk compare to others? • What actions can be taken to reduce risk? • What are trade-offs? • What else do I need to know? • Where can I get more information?
