staying positive: food biotechnology communications in a ......• make time every day for social...
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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
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www.foodinsight.org/foodbioguide.aspx
www.foodinsight.org/foodbioguide.aspxFood Biotechnology: A Communicator’s Guide to Improving Understanding
Thank You!
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Lindsey Loving Senior Director, Food Ingredient &
Technology [email protected]
David B. SchmidtPresident & [email protected]
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