"Food, Fear, Fury...What do we say to our consumers?"
David B. Schmidt
President and CEO, International Food Information Council (IFIC) Foundation
Dr. Aurora A. Saulo
Professor & Extension Specialist in Food Technology, Food Technology Program, TPSS, CTAHR, University of Hawaii at Manoa
-To understand factors affecting consumer behavior toward food issues
-To develop communication messages on current sensitive food issues to concerned persons
-To demonstrate how these communication messages may be used to help train government officials and food industry leaders to engage and inform the public about such sensitive food issues and the resulting food products
1.) Introduction and Program Overview (David Schmidt and Aurora Saulo) over a working lunch - 11:30 a.m. to 12:30 p.m.
2.) Risk Communication (Aurora Saulo) - 12:30 to 1:00 p.m.
• The need for risk communication
• Factors that influence perception of risks
• Principles and best practices
3.) Measuring and Developing Public Understanding (David Schmidt and Aurora Saulo) - 1:00 to 2:00 p.m.
EXERCISE: Identify key sensitive food issues that need communications messages. Examples are:
-All-natural, organic, raw vs. processed
-Food and agricultural biotech
4.) Developing a Speaking Points List and Optimizing Communications Improve Public Understanding of Food Issues (David Schmidt and Aurora Saulo)
2:00 p.m. to 3:00 p.m.
-Rationale for a Speaking Points List
-EXERCISE: Identify, develop, and substantiate the key messages for each food issue
-Tools needed to develop effective communications
-Using the right language: words to use and words to lose
-Providing access to experts and resources that support your case
-Using social media, videos, and webcasts
-Target audiences and communications channels
-Meeting both local and global communications needs
-The role of public and private (NGO) organizations
-Working with print and conventional media, TV and radio
5.) Final Remarks (David Schmidt) 3:00 to 3:30 p.m.
-Summary of key findings and communication messages
-Next steps (what, who, when, how, how much)