Risk Communication during Food Product Recalls By Robert B. Gravani, Ph.D. Department of Food...

Risk Communication during Risk Communication during Food Product RecallsFood Product Recalls

By

Robert B. Gravani, Ph.D.

Department of Food Science

Cornell University

National Center for Food Protection &

Defense

at the

University of MinnesotaDefending the safety of the food system

through research and education

Academic Collaborators

http://www.asu.edu/

http://www.uky.edu/

IN THE NEWS…

183 people in 18 states confirmed

ill with Salmonellosis

traced to contaminated

tomatoes

204 people ill with E. coli O157:H7, 3 deaths in 26 states

Notable National Recalls

Characteristics of a Food RecallCharacteristics of a Food Recall

• Possibility of harm to consumers

• Potential to significantly damage reputation

• Involve multiple audiences and stakeholders

• Of interest to the media

• Often unique, involving many foods

Adapted from Andrew, 2009

Food Product RecallsFood Product Recalls

• 1999 279

• 2000 384

• 2001 393

• 2002 396

• 2003 266

• 2004 293

• 2005 255

• 2006 240

• 2007 338

• 2008 565

Year Recalls Year Recalls

Food Institute Report, 2009

Food Product RecallsFood Product Recalls• According to the Food Institute Report,

565 food and beverage recalls in 2008 are the highest ever!

• When compared to 2007, recalls due to: Salmonella, increased +800% Listeria, increased +20% E. Coli, decreased -22% Undeclared ingredients, increased +16%

Food Institute Report, 2009

Recalled Food Products Recalled Food Products

Saulsbury, adapted from Food Institute Report, 2009

FDA Food Recalls by Class 1997- 2007

0

20

40

60

80

100

120

140

160

180

200

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

Year

Nu

mb

er o

f re

calls

Class IClass IIClass IIIMixed

Chen, 2009

FDA Class I Food Recalls due to Salmonella , Listeria monocytogenes , E. coli O157:H7 and Allergens

0

10

20

30

40

50

60

70

80

90

100

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

Year

Nu

mb

er

of

rec

alls

Salmonella

L. monocytogenes

E. coli O157:H7

Allergens

Chen, 2009

Chen, 2009

FSIS Class I Food Recalls due to Salmonella , Listeria monocytogenes , E. coli O157:H7 and Allergens

0

5

10

15

20

25

30

35

40

45

50

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

Year

Nu

mb

er

of

rec

alls

Salmonella

L. monocytogenes

E. coli O157:H7

Allergens

Chen, 2009

Top ten Food Safety ProblemsTop ten Food Safety Problems

• In U.S. Food Processing Industry

• Three round Delphi Study with 15 FS experts

• Evaluated frequency & severity of FS risks

• Five processing industry sectors

• Three plant sizes

• Identified top ten food safety problems

Sertkaya, et. al. 2006

Top Five Food Safety ProblemsTop Five Food Safety Problems

Sertkaya, et al. 2006

Food Safety Problem Percent Votes

Deficient employee training 94

Contamination of raw materials 75

Poor plant & equipment sanitation 75

Poor plant design & construction 75

No preventive maintenance 69

Recalls by Specific Processor problem

FDA, 2004

Food Policy Institute Consumer SurveyFood Policy Institute Consumer Survey

• Telephone interviews

• Reached 1,101 Americans from 50 states

• Adults > 17 years of age

• Conducted between Aug. 4 - Sept. 24, 2008

• What consumers know about food recalls

Hallman, et al, 2009

Food Policy Institute Consumer SurveyFood Policy Institute Consumer Survey

• Most believe recalls are relevant to

others not to themselves

• Misconceptions about the food product

recall process & the role of government

in it are widespread

• Only 6 in 10 Americans have ever looked

for a recalled food in their homesHallman, et al, 2009

Recall MessagingRecall Messaging

• Current practices result in messages to 50-60%

of the public within 4-7 days, depending on

the aggressiveness of communication strategies

• In an ideal scenario, recall messages may reach

and be understood by up to 90% of the public

Hallman, et al, 2009

Consumer Use of MediaConsumer Use of Media

• 59% Local televisions news

• 38% Network news

• 34% Cable news

• 42% Daily newspaper

• 42% Radio news

• ~ about 40% of public do not regularly

access news through standard channels.

Pew, 2004

Where Consumers got Their Where Consumers got Their Recall Information on TomatoesRecall Information on Tomatoes

Saulsbury, adapted from Hallman, et al, 2009

Recall MessagesRecall Messages

• Recall press releases are too complex

• Written at a grade level higher than that

of nearly half of the U.S.

population

• A significant portion of the population

would: not process or understand the message

not avoid exposure to the recalled foodNovak & Biskcup, 2009

Food Product RecallsFood Product Recalls

• Slow to develop

• Cascading Warnings

• Passive Communication

• Complex Messages

• No Targeting of Messages

• Risk Fatigue

Seeger & Novak, 2009

Improving Recall EffectivenessImproving Recall Effectiveness

• More timely messages

• Better constructed messages

• Broader dissemination of messages

• Have the potential to increase the

effectiveness of recalls by 30% - 40%

Seeger & Novak, 2009

Risk Communication Risk Communication

• Considers human perceptions of risk

• Multi-directional communication among communicators, publics and stakeholders

• Activity before, during and after an event

• An integral part of an emergency response plan

• Empowers people to make their own informed decisions

What Risk Communication is NOT:What Risk Communication is NOT:

• Spin doctoring

• Public relations

• Crisis management

• How to write a press release

• How to give a media interview

• Always intended to make people

“feel better” or reduce their fear

The goals of Risk CommunicationThe goals of Risk Communication

Tailor communication so it takes into account the

emotional response to an event

Empowers publics to make informed decisions

Prevent negative behavior that hampers response or

causes more harm/

Encourages constructive responses to crisis or danger

We’re ALL risk communicatorsWe’re ALL risk communicators* Family members

* Neighbor to neighbor

* Employees / co-workers

* Extension educators

* The rumor mill

* Online blogs

* “Person on the street” interviews

* Many other channels of communication

From parking lot attendant to CEO…

Best Practices of Risk CommunicationBest Practices of Risk Communication

• An integrated approach

• General principles rather than specific prescriptions about method, channels & messages

• Not a plan

• Principles & processes that form the foundation for effective risk communication

Best Practices in Best Practices in Effective Risk CommunicationEffective Risk Communication

Risk & crisis Risk & crisis communication communication isisan ongoing an ongoing processprocess

USDA CSREESFEMA

• Think risk communications all the time

NOT “after the fact, how do we explain this”

• Risk communication must be part of the policy

development process including the pre-crisis,

decision making process

• Continuously evaluate and update the crisis

communication plans


Conduct pre-eventplanning & preparedness activities

FEMA

• Address existing, emerging and

anticipated issues

• If a catastrophic event occurred

tomorrow, have you determined

your…

• Roles ?

• Responsibilities ?

• Response ?

• Address potential hazards, determine

how to reduce risk, plan an initial

response, evaluate different risk

scenarios, etc.

• Update regularly

• Conduct practice exercises,

activities and drills


Foster Foster partnerships with partnerships with the publicthe public

USDA CSREES

• Who are your publics?

• Build strong, positive relationships

with key publics before a crisis occurs

• Publics include stakeholders, consumer

groups, racial and ethic communities

• Use cultural agents

to deliver messages


FEMA

Collaborate & Collaborate & coordinate with coordinate with credible sourcescredible sources

• Colleges & universities; Cooperative Extension

• Local, county, state & federal government agencies

• Stakeholders – associations, co-ops, unions, etc.

• Industry alliances and trade associations

• Consumer groups

• Others

Establish strategic relationships Establish strategic relationships and networks before a crisis and networks before a crisis

Identify Subject Matter ExpertsIdentify Subject Matter Experts

Epidemiologists, risk assessors, food

scientists, health educators, risk

comm specialists, microbiologists, etc.

Provide “independent credible”

statements, facts, images, etc.

Present scientific data, statistics, up-

to-date knowledge, background, etc.

CDC


Meet the needs ofMeet the needs ofthe media & remainthe media & remainaccessibleaccessible

FEMA

• Recognize that the media is the primary

channel to the public

• Accessibility as expression of concern

• Media training is vital

“The media is not the enemy…”

Building RelationshipsBuilding Relationships

Preparedness activities should include:

• Fostering relationships with members of the media

• Identifying local media who cover stories in your area and read/listen to them regularly

• Create contact lists

• Recognizing different media needs

Goals for Media PreparationGoals for Media Preparation• Know what you want to say

• Know how you want to say it

• Anticipate reporter’s questions & know

what your answers will be

• Being well prepared will allow you to be

clearer, more comfortable and convincing

Use Many ChannelsUse Many Channels

• Websites

• Email

• Blogs

• Podcasts

• Fact sheets

• Posters

•Shopper cards

• Hot/help lines

• Information

meetings

• Town meetings

• Word of mouth

• Mailings

•Social networks


Listen to the public’s Listen to the public’s

concern and understandconcern and understand

the audiencethe audience

USDA CSREES

• Respond to the publics beliefs

whether they are accurate or not

• Monitor many channels of communication

and keep the public’s concerns in mind

• Build a trust relationship with the public;

it is a reservoir of good will

-“it is an emotional bank account”


Communicate with Communicate with compassion, concern compassion, concern & empathy& empathy

USDA CSREES

• Un-natural for technical experts They are taught to be unemotional

• Be aware of metamessages

Body language

Speaking style, pacing, emphasis

Location & attire

• Humanize the response


DemonstrateDemonstratehonesty, candorhonesty, candor& openness& openness

FEMA

Honesty, Candor & Openness Honesty = not lying

Candor = Communicating the entire truth,

even if it will reflect negatively on an

agency or organization

Openness = accessibility & immediacy

• Honesty and credibility

• It involves risk sharing

• Acknowledge uncertainty with direct responses

““Here’s what we know, here’s what we Here’s what we know, here’s what we

don’t know, here’s how we’re doing to don’t know, here’s how we’re doing to

find more answers, and here’s when find more answers, and here’s when

we’ll get back to you with more we’ll get back to you with more

information.”information.”


Accept Accept uncertaintyuncertainty& & ambiguityambiguity

FEMA

• Inherent uncertainty of crisis & risk

• Information vacuum will be filled!

• Get there first with credible info

• Share information when it is available

“ “ We do not yet have all the facts.”We do not yet have all the facts.”


Give people Give people meaningful meaningful things to do things to do(self–efficacy) (self–efficacy)

• Give people something to do

• The importance of meaningful actions

reasserts personal control during an

uncertain or threatening situation

Present as must do, should do, or could doPresent as must do, should do, or could do

--not duct tape and plastic!

The First 24/48 Hours are CriticalThe First 24/48 Hours are Critical

• Often sets the tone for the incident

• Must demonstrate leadership!

• Actions speak louder than words

• On Day 1, it is a story of the incident

• On Day 2, it is a story of the company’s response

• Develop effective messages, communicate widely

and consistently

It takes a Risk It takes a Risk Communication Plan to…Communication Plan to…

Be firstBe first

Be rightBe right

Be credibleBe credible

Applying the ConceptsApplying the Concepts

www.ific.org

The End

Risk Communication during Food Product Recalls By Robert B. Gravani, Ph.D. Department of Food...

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