mb, parma 19 june 2007 1 efsa risk communications: overview and activity update
TRANSCRIPT
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EFSA Risk Communications:
overview and activity update
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Purpose:Provide appropriate, consistent, accurate and timely communications on food safety issues, to all stakeholders and the public at large, based on the Authority’s risk assessments and scientific expertise.
Risk Communications
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Who does EFSA communicate to?
Risk Managers (EC, EP, MS)
Stakeholders (Environment, Consumer,Health NGOs, Industry)
Media (Food, Health, EU Affairs)
Stakeholders (Scientists/ Academics)
Policy Makers (EU & Beyond)
Risk Assessors (e.g. AF)
Concerned Individuals
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EFSA Evaluation: Commmunications
Build:– Visibility - for EFSA's Corporate mission and
scientific expertise.– Simplicity – clarity and relevance of EFSA risk
communications– Co-operation & Coherence – of information
on food & feed safety across the Community
EFSA Enhance impact and effectiveness
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EFSA Science:
Build Visibility
SCIENTIFIC CONFERENCES
- EFSA Scientists- Exhibits
WEB- Expand reach
- Glossary-Portals/Links
- Weekly bulletin-Banners on
scientific journals-Links/Relevant
institutions
EFSA PUBLICATIONS-EFSA News
- EFSA Journal-Scientific reports
EFSA SPOKESPEOPLE-Interviews –
Specialised press
AF-Joint activities/Events
-Co-ordinated PRMEPs
- Briefings & Documents
MEDIA BRIEFINGS/INFO SEMINARS
- Specialised press-« Supporters » Club
SCIENTIFIC COLLOQUIA-PR
SCIENTIFIC LITERATURE-Articles in scientific
journals-Publications (eg.
Elsevier)-Ad inserts (SC.
Colloquia)
EFSA EVENTS5 Year Anniversary
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SIMPLICITY
• Messages / Story houses
• Spokespersons / Media training
• Web Redesign- Focus on Issues- Context / Explanatory Notes
• Press Releases • Support documents, FAQs
• Publications
• Presentations • Working processes
SIMPLICITY - the ability to do more
with less
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Co-operation & Coherence
• Key facilitator for "promoting coherence in communications"
• Established in November 2003• Strong network of all communications units
joining EFSA, Member States and Commission
• Objectives:– Develop co-operation/co-ordination of risk
communications; exchange information/experiences; evaluate efforts; develop best practices
ADVISORY FORUM WG ON
COMMUNICATIONS
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Strengthen co-operation: future developments
• 2-way exchange of communications materials• Risk perception: common approach for
assessing/monitoring public perception• Better support key actors/information
multipliers with more targeted messages• Strategies/guidance documents on sensitive
communications issues• Joint events in Member States• Joint publications on- and offline
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Communications Channels & Tools
• Media relations– Press releases, statements and briefings– Customised news alerts – Interviews, articles…
• Web and webcasting• Conferences and events• Publications and marketing materials
Supported and facilitated by:• Research: risk perception/web stats/ media
monitoring• Internal and External Co-operation
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EFSA Communications Activity and Media Report (2006/07)
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EFSA Public Announcements:Highlights 2006/07
• Nutrition and health claims
• Additives/packaging materials/flavourings ( aspartame, bisphenol A,
call for data on food colours…)
• GMOs (RAs, co-operation with MS, LL 601 rice, MON 863…)
• BSE (TSE risk in sheep, GBR methodology, fishmeal, SRM…)
• Avian influenza
• Ochratoxin A/aflatoxins
• Zoonoses report 2005
• Plant health: citrus canker disease
• Pesticides (EU-wide peer review process, temporary EU maximum
residue levels…)
• Corporate issues (new Executive Director, renewal MB, renewal of
SC & Scientific Panels, Stakeholder Consultative Platform…)
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Overview – Media Activity 2006/07
• To date: 164 press releases/statements (12 press briefings)
• In 2006:
– 40 press releases/statements; (5 press briefings)
26 science-related (65%) vs 140 opinions
– 20 News Alerts sent to media
– Strong increase in publicity focused on Science
Over 4 800 articles/AV in total (76% on Science)
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Goat had 'Mad Cow Disease'
Some headlines
EU-Lebensmittelbehörde für strenge Pestizidgrenzwerte
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Media coverage in 2006
366
440
624
360
259
356
428
103
386
596
441
497
0
100
200
300
400
500
600
700
Vol
umes
Eurobarometer
-GMO (dialogue with EC and co-operation with MS)-Avian Flu
GMO (ENVI Council)-Health Claims-GMO Carnation Flower-Aspartame
-2005 report on zoonoses in the EU -Avian Flu-GMO
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Media coverage in Q4 & Q1 2007
Cloning, Bisphenol A,
MON 863
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Distribution of articles per category in 2006
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Media coverage by type of media in 2006
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Distribution of articles Q1 2007
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The EFSA website – growing visibility
• Steady increase in visits to EFSA website• 121 000 visits in May 2007 (+ 14% vs May '06): • Webcasting – a useful communications tool;
increases outreach; openness and transparency • EFSA redesign in last phases:
– Guided by on-line user research & focus groups– Topic-driven to better meet user needs– Showcase EFSA values/standards– Taxonomy/metadata to enhance search for EFSA
documentson worldwide web
– New search engine Q4 2007
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EFSA In Focus Pages
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New Homepage
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The web’s future at EFSA
• Better packaging of content – multimedia, audiocasts, interactive maps, more topic driven pages
• Better copywriting • EFSA blog• More webcasts of important strategic
events• Better marketing by email of new
content
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Events: EFSA 5 Year Anniversary
To celebrate its 5 Year Anniversary, EFSA organises a programme of events in 2007 that will present EFSA’s work to decision-makers, stakeholders and the general public.
-Week in Brussels (Nov.)
-Week in Parma (October)
-Joint events with MS and institutional partners throughout the year
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Events: EFSA 5 Year Anniversary
3 Open Day events in May 2007
1. Open Day event of the European institutions, 5 May in Brussels
2. Europe Day celebrations (Comune and Provincia di Parma), 8-10 May in Parma
3. JRC-Open Day on 12 May in Ispra, Italy
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• UK FSA/EFSA Joint workshop on food incident prevention and horizon scanning to identify emerging risks – London, 5-6 March 2007
• EFSA/Italian Ministry of Health. “EFSA and food safety in the EU: achievements and challenges” - Rome, 7 June 2007
• EFSA/Ministry of Agriculture of the Slovak Republic - Bratislava, 28 June
• September: Lisbon (PT), Santander (ES)
Events: Co-operation withMember States
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• International conference in cooperation with CIHEAM in “Identity, Quality and Safety of Mediterranean Food Products” - Parma, 5-6 June 2007
• Europass conference series: Let’s talk about food safety
• Reggio-Emilia, 16 April : «Animal welfare and food quality»
• Parma, 15 June: «Claims, allergies and labelling»
• Piacenza, 21 June: «Contaminants, pesticides, residues and the food industry»
Events: Co-operation
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Upcoming EFSA Scientific Colloquia:
• N°8: Environmental Risk Assessment of Genetically Modified Plants – Challenges and Approaches, Parma, 20/21 June
•N°9: Nutrient profiling, Parma , 11/12 October
•N°10: Plant Health, Parma, December 2007
Events: Scientific Colloquium series
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EFSA publications
RECENTLY PUBLISHED
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EFSA Communications Department
COMMUNICATIONS DIRECTOR
Anne-Laure GassinPiera Pozzatti
WEBSarah Weatherley
Gianni ContestabileAlessandro Mereu
PRESS OFFICECarola Sondermann
Alun Keith JonesLucia de LucaEwa Moncure
Monika AdamovaDonata Naldini
PUBLIC INFORMATION & EVENTSGiovanni Fuga
Anja SemmelrodtKarin de Borchgrave
Hashim LudinJulia Rüter
Marielle SauvageDiana Grazyte
Francesca Piombini
COMMUNICATIONS ADVISORKaren Talbot
Alessandra Fantini