Seafood:
Assessing the
Benefits and Risks
Sharon Kinsey
June 8, 2004
How Can Food
Professionals Give the
Media the Correct
Story?
Finding the
“Real Story”
can sometimes
be harder than
Finding Nemo!
Consumer Profile:
 We are all consumers
 We are all concerned with the
safety of our food, yet often
take it for granted
Studies show……
Consumers most often rely
on information supplied by
mass media – newspapers,
magazines, television, and
radio
It’s all about…
PERCEPTION
The media helps us form
perceptions by serving as a
vehicle for information
Center for Risk Communication
“…important keys to communication
success is an organization’s ability to
establish, maintain, and increase
trust and credibility with key
stakeholders…including the media.”
Separating
FACT from
EMOTION
Will it be:
O
D
F
E
F
F
E
E
N
N
S
S
E
E
TIPS:
 Help the media do their job
 Don’t assume anything
 Be prepared for anything
 Have your facts down pat –
stick to science
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
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
Small Fish
Big Reef