Page 132 - Crisis Communication Practical PR Strategies

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Challenges for the International Food Sector 113
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different categories of citizens/consumers to ask questions every time a
nutrition issue comes up. The industry must take seriously the views
and needs all parties involved in this dialogue and learn to communi-
cate with them within a crisis communication protocol.

The need for proactive communication

The international food industry is facing a range of critical issues on food
safety, health and nutrition. Debates over these issues lead to everyday
crises that demand decisive action through crisis communication.
The public’s concerns are multiplied by the power of the media.
The media have become more active in their reporting, having more
news communication tools in their hands. They are sometimes respon-
sible for creating a climate of fear over food safety.
Understandably, consumers demand certainty that their food
supply is safe. Despite the flare-up of crises, science and modern tech-
nology have made our food safer and risk has been reduced. This is
the most important fact for the food industry to communicate.
Proactive communication with clear and uncomplicated messages
can gain public trust and avoid rumours and speculation. Clear identi-
fication of the audience, trusted sources and an effective strategy for
dealing with the media are necessary to successfully communicate on
the issues that the industry is dealing with.

The media

Food safety and hygiene are covered on an almost daily basis by the
print and broadcast media. Food and nutrition in general are particu-
larly attractive subjects for the media and their audiences, because the
public’s fears and concerns are never far from the surface. The public’s
interest can lead to emotionally-charged coverage of food issues, which
attracts many more readers and television viewers.
With the internet and other communication tools, the global diffu-
sion of information is rapid. It takes only a few minutes for news to
travel around the world. This speed and the nature of the internet
can, however, guarantee neither the validity of the source nor the
authority of the information. This can lead to unfounded, or at least
incorrect, information being spread on important and sensitive issues,
including the safety of certain foods.