Seafood:

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Seafood Assessing the Benefits and Risks
Sharon Kinsey June 8, 2004
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?
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How Can Food Professionals Give the Media the
Correct Story?
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Finding the Real Story can sometimes be
harder than Finding Nemo!
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• Consumer Profile
• We are all consumers
• We are all concerned with the safety of our
  food, yet often take it for granted

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Studies show Consumers most often rely on
information supplied by mass media newspapers,
magazines, television, and radio
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(No Transcript)
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Its all about
PERCEPTION The media helps us form
perceptions by serving as a vehicle for
information
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Center for Risk Communication important keys
to communication success is an organizations
ability to establish, maintain, and increase
trust and credibility with key stakeholdersinclud
ing the media.
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Separating FACT from EMOTION
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Will it be
O F F E N S E
D E F E N S E
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TIPS

• Help the media do their job
• Dont assume anything
• Be prepared for anything
• Have your facts down pat
  stick to science

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TIPS

• Build credibility by being consistent with
  your message and being honest
• Provide concrete suggestions to consumers on
  how to deal with a crisis
• Inform consumers what is being done about a
  situation

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TIPS

• Build relationships with the media and maintain
  contact
• Create a general communications plan (if it
  seems appropriate) about how to respond during
  times of concern

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Small Fish Big Reef