staying positive: food biotechnology communications in a ......• make time every day for social...

Staying Positive: Food Biotechnology Communications in a Contentious World

www.foodinsight.org/foodbioguide.aspx

How to Share The Story

with the Media

David B. SchmidtRome

May 20, 2015

www.foodinsight.org/foodbioguide.aspxFood Biotechnology: A Communicator’s Guide to Improving Understanding

GUIDELINES FOR INTERACTING WITH THE MEDIA

www.foodinsight.org/foodbioguide.aspxFood Biotechnology: A Communicator’s Guide to Improving Understanding

When it Comes to Food Biotechnology in the Media:

• You can be the expert.• You can be the first source.• Engage with the media.• Participate in social media.

www.foodinsight.org/foodbioguide.aspxFood Biotechnology: A Communicator’s Guide to Improving Understanding

Help ensure your perspective is included:

Building Relationships with the Media

Identify one relevant news contact at each organization.Stay in touch.Be consistent.Offer other contacts.

Give the media a heads up.Help reporters do

their job.Be proactive.Do your

homework.Become

indispensable.

www.foodinsight.org/foodbioguide.aspxFood Biotechnology: A Communicator’s Guide to Improving Understanding

Do’s and Don’ts When Interacting With the Media:

Do’s:

• Do be brief.

• Do be relatable.

• Do be responsive.

• Do be honest.

• Do be prepared.

Don’ts:• Don’t go it alone.

• Don’t offer stale news.

• Don’t say something you would not

want to see on the internet.

• Don’t take ‘no’ as the only answer.

• Don’t promise unless you really can

deliver.

www.foodinsight.org/foodbioguide.aspxFood Biotechnology: A Communicator’s Guide to Improving Understanding

Social Media Tips

• Practice.• Be transparent.• Make time every day for

social media.• Think before you post.• Show personality.

www.foodinsight.org/foodbioguide.aspxFood Biotechnology: A Communicator’s Guide to Improving Understanding

Your Social Media Strategy

• Engage with and follow media or popular online influencers and hashtags.

• Share new research and information on biotechnology.• Monitor conversations on particular topics and correct

misinformation.• Host discussions on biotechnology developments.

Handling Disagreements on Social Media

If someone tries to provoke you:• Professionally and courteously answer the question,

providing links and references.• If there is no resolution, agree to disagree.• If on social media and you feel like you are getting your

‘buttons pushed,” wait a couple of hours to respond and/or ask a friend/colleague to read your response.

Remember, as with traditional media, posts in social media

cannot always be easily deleted!

www.foodinsight.org/foodbioguide.aspxFood Biotechnology: A Communicator’s Guide to Improving Understanding

1. The purpose for each new product of food biotechnology and its benefits must be explained clearly at the beginning of public discussion.

2. Biotechnology must be placed in context with the evolution of agricultural practices.

3. Emphasis should be placed on farmers who plant the seeds that already contain beneficial traits developed through biotechnology.

IFIC Food Biotechnology Communication Tenets

www.foodinsight.org/foodbioguide.aspxFood Biotechnology: A Communicator’s Guide to Improving Understanding

4. An accurate, rather than absolute, view of food and environmental safety determinations by regulators should be communicated for each product in each country.

5. Communications should emphasize the exhaustive research over many years that led to the introduction of each new product of food biotechnology.

IFIC Food Biotechnology Communication Tenets

www.foodinsight.org/foodbioguide.aspxFood Biotechnology: A Communicator’s Guide to Improving Understanding

6. Communications should underscore that additional food labeling requirements are necessary when there is a significant change in the composition, nutritional value or introduction of a potential food allergen from the use of biotechnology.

7. Government and industry communications on food biotechnology must be consistent in order to earn consumer confidence.

IFIC Food Biotechnology Communication Tenets

www.foodinsight.org/foodbioguide.aspxFood Biotechnology: A Communicator’s Guide to Improving Understanding

8. Consumer group activism does not necessarily reflect consumer attitudes, and many consumer groups either support or do not oppose biotechnology.

9. Multinational approvals on many products of food biotechnology are the result of strong international scientific consensus.

10. It is important to stress that food biotechnology also provides important benefits in addressing hungerand food security throughout the world.

IFIC Food Biotechnology Communication Tenets

2014 IFIC Consumer Perceptions of Food Technology Survey

May 19, 2014

Trusted Sources of Information

Preferred source (total ranked 1st-3rd)

Total 2014n=1000Food

BiotechnologyHealth organization 50%

Government agency 45%

Health professional 45%

Farmer 35%

Scientist 30%

Friends/family 22%

Nonprofit organization 20%

Grocery store, drug store, or specialty store 10%

Product manufacturer 10%

Veterinarian 10%

Journalist 9%

Blogger 7%

Celebrity 5%

Q19. Which of the following sources, if any, do you or would you trust for information on biotechnology? Rank your top three.

• Consumers trust health organizations, government agencies, and health professionals most for information regarding food biotechnology. Media sources are not highly trusted for information on this issue.

www.foodinsight.org/foodbioguide.aspxFood Biotechnology: A Communicator’s Guide to Improving Understanding

Get a Copy Today!

Electronic (free) and print (for

purchase) copies available at:

www.foodinsight.org/foodbioguide.aspx

www.foodinsight.org/foodbioguide.aspxFood Biotechnology: A Communicator’s Guide to Improving Understanding

Thank You!

Be sure to follow us!

Lindsey Loving Senior Director, Food Ingredient &

Technology Communicationsloving@ific.org

David B. SchmidtPresident & CEOschmidt@ific.org

For more information, contact