Putting Concepts into Action:Practical Approaches to Risk Communication

(Or, “There’s a reporter on the phone, and they asked for you.”)

Jeff Strei, Director, Media RelationsIFIC FoundationApril 6, 2008

International Food Information Council (IFIC) Foundation

Mission: To effectively communicate science-based information on food safety, nutrition, and health for the public good.

Primarily supported by the broad-based food, beverage, and agricultural industries.

2007-2009 IFIC Foundation Media Guide on Food Safety & Nutrition

14 chapters of food safety & nutrition information

More than 300 experts in all areas of food safety and nutrition.

                                                                 

     

The Washington Post, January 18, 2004

0%

0%

24%

3%

5%

10%

18%

71%

5%

36%

2%

2%

2%

36%

Teacher/Instructor

Diet/Health Book

Labels on Products

Library/Reading

Friends/Family/Self

Medical Sources

Media

Believable Sources Top Sources

Top Sources vs. Most Believable Sources of Health & Nutrition Information

(Unaided, multiple response): What are your top two or three sources of information about health and nutrition? (n=1000)

(Unaided, multiple response): Who or what would you say is the most believable source for information on the health benefits of food or food components? (n=1000)

2007 Food & Health Survey“Six Diet Disconnects”

70% of Americans trying to improve healthfulness of their diet, say they are doing so to lose weight– 11% of Americans know the number of calories they should

consume each day 72% of Americans say they are concerned about the

types and amounts of fats in their diet– Survey indicates Americans report trying to consume less

polyunsaturated fats, one of the fats recommended for health benefits

NY Times: January 23, 2008“High Mercury Levels Are Found in Tuna Sushi”

“Recent laboratory tests found so much mercury in tuna sushi from 20 Manhattan stores and restaurants that at most of them, a regular diet of six pieces a week would exceed levels considered acceptable by the Environmental Protection Agency.”

NY Times: January 24, 2008“Warnings Don’t Deter Lovers of Sushi”

“You could worry about salmonella in chicken, E. coli in the beef and pesticides in the fruit,” said Sarah Kaplan, who was on her way in to the Gourmet Garage with her daughter, Katie Bogdanow, 2 ½. “I think there are problems with everything, and you have to pick the risk. It’s all about picking and choosing what you think is the biggest risk.”

Decisions, Decisions

What changes, if any, have you noticed about the level of the reporter’s knowledge of the issues they cover? (The good)

Most reporters seem more interested in the real science and the correct issues instead of preconceived ideas

Most of the reporters I talk with are very knowledgeable, more so than previously

Much more aware. Almost like they are waiting for you to say what they know

Most reporters seem to know more about food- perhaps due to the Food Network?

What changes, if any, have you noticed about the level of the reporter’s knowledge of the issues they cover? (The not-so-good)

They seem more knowledgeable and often confused by all of the knowledge

I wish I could say they are better informed… instead I still see the search for sensationalism and the potential bias when what I say doesn’t excite them

They know science words but do not have depth of understanding

Lower level of knowledge and less concern for accuracy. Younger reporters are worst.

No one said it would be easy:

An interview has its limitations– One part of the whole

“ANSOTF” fatigue– Did you hear the “new” news about water…?

You don’t know everything– An interview is not the place for original thought

Expert Video Clip Featured on Monkeysee.com and Ific.org

Overcoming Barriers

Interview the reporterKnow the audience: respect their concernsAlign with credible sourcesUse plain, clear languageBe acutely aware of non-verbal cuesYou don’t have to “win”

Effective Messaging

Develop 3 key messages around each issue– Brief– Clear (no jargon)

Outline 2-3 proof points for each message– Third party validation– Statistics– Word picture

Use repetition to reinforce points Suggest additional resources

What’s the best piece of advice you ever received about talking to the media?

Nothing is EVER off the record Keep answers short. Don’t ramble. Don’t pontificate. Provide a sound bite, not a lecture Make certain you are contacted for quotes and fact-checking Be sure that they understand what you have said Show empathy and caring; stay within your area of expertise Tell a story so that your mother would understand the details.

IF YOU HAVE QUESTIONS, PLEASE CONTACT:

International Food Information Council (IFIC) Foundation

Phone: 202-296-6540

E-Mail: Jeff Strei (strei@ific.org)

Mailing Address:1100 Connecticut Avenue, NW Suite 430 Washington, DC 20036