Communication Strategy For Food Safety and Quality Punjab Food Authority (PFA) Lahore, Pakistan
1
Table of Contents 1.
Introduction .......................................................................................................................................... 4
1.1
Responsibilities and Functions of PFA .............................................................................................. 4
1.2
Monitoring and Risk Analysis ............................................................................................................ 5
1.3
Enforcement Mechanisms and Tools:............................................................................................... 5
1.4
Food standards.................................................................................................................................. 5
1.5
Food Licensing................................................................................................................................... 6
1.6
Achievements.................................................................................................................................... 6
1.7
Current priorities............................................................................................................................... 8
1.8
Future plans and priorities ................................................................................................................ 8
1.9
Scientific Panel ................................................................................................................................ 10
1.10
Core Team .................................................................................................................................... 11
1.11
Rationale for Developing This Handbook ....................................................................................... 12
1.12
Scope ............................................................................................................................................... 12
1.13
Method ........................................................................................................................................... 12
2.
Communication strategy..................................................................................................................... 13
2.1
Purpose ........................................................................................................................................... 13
2.2
Importance of communication strategy ......................................................................................... 13
2.3
Understanding communication process ......................................................................................... 14
2.4
Challenges to effective communication ......................................................................................... 14
2.5
Central Challenges to Effective Food Safety Communication ........................................................ 15
3.
Mediums of communication ............................................................................................................... 17
3.1.
Listing mediums for communication .............................................................................................. 17
3.2.
Message Development ................................................................................................................... 24
4.
Target Audience .................................................................................................................................. 29
4.1.
Knowing the target audience .......................................................................................................... 29
4.2.
Who are the target audiences? ...................................................................................................... 30
4.3.
How to Get To Know the Target Audiences .................................................................................... 31
5.
Stakeholders ....................................................................................................................................... 33
5.1.
Stakeholder Interactions ................................................................................................................. 33
5.2.
Principles for building good relationships with stakeholders: ........................................................ 35
5.3.
General Category of stakeholders .................................................................................................. 36
5.4.
How the collaboration of stakeholders is successful for achieving goals ....................................... 36
2
6.
MONITORING AND EVALUATION ........................................................................................................ 38
7.
Impact assessment.............................................................................................................................. 40
7.1.
Importance of impact assessment .................................................................................................. 40
7.2.
How the impact will be calculated .................................................................................................. 40
7.3.
Methodology for assessment ......................................................................................................... 41
7.4.
Assessing the quality/certainty of the available data ..................................................................... 42
8. 8.1.
Way forward ....................................................................................................................................... 43 Limitations of the communication process..................................................................................... 43
Reference .................................................................................................................................................... 44
3
1. Introduction The Punjab Food Authority has been
out through a qualified team of Food Safety
working as a functional entity in district
Officers (FSOs’) and Assistant Food Safety
Lahore since 2nd July 2012. Enforcement of
Officers (AFSOs’). The functionality of field
food hygiene and quality standards as
teams at the district level is being supervised
described in the Punjab Food Authority Act
by the Deputy Director (Operations).
2011 and the Pure Food Rules 2011 is carried
1.1 Responsibilities and Functions of PFA The Punjab Food Authority Act, 2011 entrusts
the
responsibilities
following of
the
functions
and
Punjab
Food
food laboratories.
Formulate standards, procedures, processes and guidelines in relation
food
enforcement systems.
Organize training Programmes in food safety and standards.
Promote
general
awareness
regarding food safety and standards.
Certify food
products/items for
export.
Enforcement of food safety and quality standards.
and
Establishment of food laboratories.
additive, and specify appropriate
advice
to any aspect of food including food labelling,
scientific
in matters relating to food safety.
orders to provide safe food.
food
Provides
technical support to the Government
importers and other stakeholders in
business,
improvement
of law.
to ensure compliance by farmers,
procedures,
notices and prosecution in the court
monitors the food business in order
distributors,
Specify licensing, prohibition orders, recall
Punjab Food Authority regulates and
manufacturers,
Specify procedures and guidelines for setting up and up-gradation of
Authority:
Forward and backward traceability of food items.
4

Surveillance
including
and dissemination of data related to
collection,
food and nutrient intakes.
integration, analysis, interpretation
1.2 Monitoring and Risk Analysis Monitoring and risk analysis of
issues
of
the
personal
hygiene,
controls,
sanitary
different food items produced or marketed
time/temperature
is one of the important functions of the
conditions
Punjab Food Authority. Food surveillance is
Moreover, meetings with multi-national and
carried out through sampling, raids and daily
local food organizations and unions are
inspection visits to different premises which
carried out on regular intervals to improve
are involved in the production, storage and
them according to the vision of the Punjab
marketing of food items. Initially, the field
Food Authority for ensuring safe and quality
teams went on an extensive campaign on
food to the general public.
and
labelling
requirements.
educating and directing the food vendors on
1.3 Enforcement Mechanisms and Tools: The first tool for enforcement is the
instructions that have been notified in the
issuance of improvement notices the noted
improvement
notice/s
several
other
deficiencies in the processing system are
enforcement tools are available like the
reported to the vendor and a timeline is
imposition of a fine, the prosecution in the
given in which the vendors are expected to
court of law, sealing of business, seizure of
rectify the issues. Afterwards, a re-visit is
products and recall of product from the
scheduled to follow-up the improvement. If
market.
the vendor fails to comply with the
1.4 Food standards One of the main functions of PFA is to
ensure availability of safe and wholesome
lay down science-based standards for food
food for human consumption. Punjab Food
items and to regulate their manufacture,
Authority has adopted the Pure Food Rules
storage, distribution, sale and import to 5
2011 wherein standards of almost all type of food items have been described. In
order
to
make
necessary
consumer
representatives,
make
amendment to the existing food standards,
recommendations to the Food Authority on
the scientific panel has been constituted
standards, products, procedures, processes
under section (9) of Punjab Food Authority
and guidelines in relation to any technical
Act, 2011. The Scientific Panel may, after due
aspect of the food.
deliberations with the relevant industry and
1.5 Food Licensing Under the provisions of section 15 of
license is from 1st January to 31st
the Punjab Food Authority Act, 2011 every
December. In order to bring them into the
food operator is required to obtain a license
regime of hygiene and quality, all the food
to run a food business. Under rule 31 sub-
business operators are required to be
rule 12 of the rules ibid, every food license
licensed.
shall be renewed annually. The validity of
1.6 Achievements
Approval of extension to all districts
Establishing Vigilance Wing of retired
of Punjab Food Authority, 63 million
military officers for surveillance to
Supplemental Grants.
indicate malnutrition mafia
In the first phase, Food Authority
Installation of modern equipment in
Offices will be set up in 17 districts of
mobile
5 divisions in June 2017.
establishment of mobile testing
By December 2017, Punjab Food
laboratories
Authority will start working in all districts of the province.
food
laboratories,
Implementing a specific procedure and dress code to raid by Punjab Food Authority teams.
6
Approval of Training School for the
any poor products from all supply
training of people related to the food
markets.
industry.
spices, Traders across the province
Authority and system integration
have been given 18 months deadline.
Approval to include 9 new members
deadline to close the sale of open
Approval of social mobility wing and
cooking oils
closure of open milk sale within 5
Punjab Food Authority Regulation
years.
under
Punjab
Food
Approval of various food items (which was not previously under
Regulatory Regulations 2017
authority) to come under check of
Punjab Food Authority Regulation
Punjab Food Authority
2017 empowers the Punjab food
Accepting pasteurization law for complete outlawing of open milk
Approval of new date of product registration
Approval of plan for complete
involvement and awareness
Standard Regulation 2017
Traders have been given a 2-year
to diversify the scientific panel
2017 Approval Food and Safety and
To close the sale of open pepper
growing scope of the Punjab Food
introducing program for consumer
open food items.
Approval of Additional Director General position to maintain the
Approval step by step outlawing of
Approval of allotment of liquor and
authority to shut any production or
related products to the approval of
warehouse in an emergency.
Punjab Food Authority
Approval of immediate destruction
Note: All changes have been made
of poor items of food items under the
after
Punjab Food Regulatory Regulation
interaction
2017
stakeholders
Under the Punjab Food Regulatory 2017, assign the power to redeem
mutual
agreement with
and
relevant
Approval of raising officers' penalties to make rules enforce more effective
7
Assistant Food Safety Officer 25
thousand, Food Safety Officer can fine one lakh, Deputy Director 2 lakh,
easy acquisition of license
Director Operations 5 lakh and Director General will be able to fine 1
Approval of e-license issuance for
Approval of Safe House for PF Complex and vigilance Cell
million.
Approval
of
fast-track
public
awareness campaign for food safety
In the recent board meeting of the
proposed
to
approve
following
Punjab Food Authority, all the members
recommendations under which the limit
agreed with the consensus that a request
of fines ranging from 1 million to 10
will be made in order to increase the
million rupees and adulteration will be
penalties, the government will be
non-bailable crime.
1.7 Current priorities
Formation
of
complete
legal
framework for food safety
Pure food production on farms and in
Extension
team
across
the
provinces
Focus on Foreign expertise in food
food industry
production,
Standardized processing of food
handling
Healthy growth of dairy and poultry
retailing
and
final
Awareness creation about food safety & Quality
food
of
Standardized handling of food at all types of food outlets
1.8 Future plans and priorities a. Turkish Model
mandatory
PFA intended to adopt Turkish Model. The main features of Turkish model are as followed.
1995 pasteurization of milk made
2008 sale of loose milk prohibited
2011
strict
enforcement
laws
implemented 8
Public sector investment
Incentives
for
private
d. Food Safety Ambassadors Program sector
investment
e. Mobile Testing Labs f. Inspection
and
Rectification
of
Reduced burden of disease
Exports up by 90 %
g. Rectification of labelling Issues
Taxable gains by 300%
h. Milk Collection Center Licensing
processing SOPs
along with Registration of Milk
b. National Food Safety and Standards
Carrying Vehicles
Commission c. Expansion of PFA Jurisdiction in Entire Punjab
i.
Enactment
of
Draft
Punjab
Pasteurization of Milk Act 2014
9
1.9 Scientific Panel
10
1.10
Core Team
11
1.11 Rationale for Developing This Handbook Pakistan, a developing country, food
related issues. Food safety and quality will
safety and security was the untouched area
be focused on a communication strategy to
of study from its inception. Specifically, in
minimize the uncertainties among masses.
this communication strategy, Punjab is the
This communication will prove to be a bridge
main focus due to its higher population
among all stakeholders which includes
among the all other provinces which is 110
Consumers & Food Producers, Retailers, and
million in recent census 2017. With the
Distributors.
emergence of communication tools, people
communication which have already done by
are more conscious to know about the food
the
risk which they face in their day to day life.
communication
An effective communication strategy can
strengthen the communication process.
global
Impact
food
assessments
safety
experts
and
will
of
risk
further
lessen the food risks and public health-
1.12 Scope This book focuses on the planning
adulterated food issues. Effectively of the
and approach to delivering the message to
message can only be done through the
the public. Food safety reforms and the new
utilization of proper technique and method
regime of PFA for awareness will be covered
adopted by the PFA. This book will give a
by this communication strategy. This book
strategic plan of communication which is the
will intact all the stakeholders to minimize
design and spread to understand the existing
the uncertainty related to unhygienic and
food-related risks and capacity issues.
1.13 Methodology This book is designed after reviewing the published
documents,
News,
technical
experts
of
the
PFA,
social
legal
representatives, and public opinion makers.
framework, SOPs and operational plans of
Moreover, the expertise of the food safety
PFA. Keeping in consideration of the issues
experts and scientists are useful for making
and problems which are devised by the
this communication process more effective.
12
2. Communication strategy Communication is a process in which
weaknesses
and
strengths
of
the
message is delivered from sender to receiver
communication process. Communication
by
medium.
strategy is a comprehensive document
Communication is a two-way process which
about the plan and practical approach to
not only transfers message from sender to
reach the masses with the very effective way
receiver but it also gives feedback in the
and design the message according to the risk
form of suggestion and highlights the
related to the food safety issues.
passing
through
a
2.1 Purpose Communication strategy for Food safety
of making it more effective and it will be
and quality is the need of the hour to meet
according to the true spirit of the efforts for
the challenges which food industry, retailer
risk assessment related food safety. All the
and
their
stakeholders will be taken on board and the
functioning. This strategy will give benefits
effective message will be described in this
to the process of communication in the line
communication strategy.
consumers
are
facing
in
2.2 Importance of communication strategy Communication
more
with the dissemination of message, we can
important than ever, for all fields of
achieve our goals. As far as the process of
endeavour. Oftentimes, organizations with
communication by PFA is concern, the
great communication strategy reach a point
authority can only deliver its advancement
in their progress where they are no longer
and protection to the health of the people by
promoted, because of their inability to
getting them aware of the risk and hazards
communicate effectively. Communication
of food. People should not only get
strategy
the
awareness about the uncertainties related
mechanism of dissemination of message and
to food but they the way we informed them
is
strategy
effective
to
is
control
13
about food it should also be very skilful. As it
message. In the process of communication,
is mentioned above that communication is a
the challenge to the food safety is also
two-way process in which we not only send
measured. It is also determined that the
a message to the public but we also collect
message targets the right people in right way
the impact of the message. Feedback from
so that the purpose of communication is
the public and all the stakeholders also have
getting it's successful.
its importance for the improvement of the
2.3 Understanding communication process Communication process can only be
transforming
into
simple
messages,
understandable by dissecting its important
selecting the right medium as per the
components. On what bases that message is
requirement of the message and targeted
being created and have we analyze all the
audience, right time to through the message,
related factor which are affecting the
impact assessment of the message and
communication process. Initially the goal
finally reshaping and reforming the new
sets
message along with resolving the issues
are
defined,
dig
outing
issues,
consulting with the relevant authorities and experts,
technical
information
which we are subjected to address.
is
2.4 Challenges to effective communication There are many challenges to the
their health because they think that they are
process of effective communication these
using the food processing method for
challenges are related to perception which
hundreds of years. As no one step up to
already exists in the society to accept the
aware them about the food processing
communication process for the elimination
hazards. Institutions also didn’t play their
of risk related to food. People do not directly
effective role to highlight the food hazards.
consider that adulterated food is causing to
The institutions point out the issues of 14
unhealthy food then they weren’t able to
media. Furthermore, a challenge which is
draft a message to communicate the people.
usually faced in communication process
Food producing mafias are also very strong.
about coordination and information sharing
They didn’t allow the institutions to inform
among
people about food risk. Food processing
systematically handled by PFA. With the help
industry is also very strong, they use media
coordination
for heavily paid advertisements that why
among the institutions, PFA is more
media didn’t reach to the public with an
powerful to design is communication
alarming message. When PFA started its
strategy and can meet all the challenges
work, it also faced political, social and
related to food safety. PFA preferably define
bureaucratic pressure to stay away from this
all
holy cause. One thing which should be clear
stakeholders.
here that current PFA team working with
stakeholders, the next challenge was to
devotion and spreading the message about
identify the target audience to whom the
food safety and risk to the public with the
message will be delivered with the help of
help of social media, print and electronic
this communication strategy.
other
institutions
and
stakeholders
is
information
and
With
take
the
very
sharing
on
board
definition
of
2.5 Central Challenges to Effective Food Safety Communication To identify all target audiences and
understand
their
risk
perceptions,
concerns and communication needs.
food safety risk information, and in those with
responsibility
changes in the external environment so that it always reflects the current state of
To build and maintain trust in sources of
institutions
that risk communication is adapted to
for
assessing and managing food safety risks.
risk. To
identify
where
knowledge
gaps/differences exist between scientific experts, PFA and target audiences. To
identify
the
barriers
to
To communicate uncertainties, where
communicating effectively with each
they exist, and what is being done to
target audience group (e.g. social
reduce and mitigate them. > To ensure
exclusion of vulnerable groups, socio15
economic or cultural factors, local or
information about the same food safety
regional infrastructure, or unintended
issue.
consequences
of
food
safety
risk
communication). To
coordinate
fashion. risk
communication
messages among multiple individuals or institutions
To communicate clearly and in a timely
who
are
To minimize unintended consequences of the communication.
conveying
16
3. Mediums of communication To complete the communication process mediums of
all the challenges, a reliable and validly
communication are very
message is generated and a process is
important. Definitely the source of message
defined that how the message will be spread
is PFA and message is generated with the
among the masses. There are many
help of assessing the food risk and food
mediums for the dissemination of the
safety issues then with the coordination of
message.
other health-related institutions, competent
elaborated below.
Few
of
the
mediums
are
authorities and legislation and after meeting
3.1.
Listing mediums for communication
a) Electronic media Electronic media is the most accessible
i.
News coverage
All the leading News Channels will
medium for the dissemination of the
be given the content related operations and
message. Hundreds of channels in which
activities as per routine. Videos and photos
most of the news channels use hot selling
will be sent to beat reporters and it will be a
content for the public. TRP is the major
monitor for the sake of the record.
reason for the lifespan of any content.
ii.
Packages
News packages include a few mints report on a specific issue and the activity of
the PFA in detail. The reporter tells about the issue with video and voice over. iii.
TVC (Paid)
17
Paid TVC has been prepared for food
An interviews based programs will be
safety campaign. A copy of TVS is attached to
organized and the medium will be top
this document.
leading News Channels. Guest will be
Media channels which are on PFA panel to
decided as per the nature of the issue. As for
on-air this content are:
as the safe food issue is a concern, experts
City 24
will give their expert opinion to aware the
Lahore News
people about the food.
Waqt Tv
Din News
High viewership of TV
Channel 5
Since the inception of the private media
Royal News
industry, people are more about their
7 News
surroundings which were not possible in the
Jaag News
past. The only state-owned channel was not
Business Plus
fully equipped to highlight the issued from
Local Cables Channels
all segments of the society. Hundreds of
iv.
Live Shows
Participation in leading Live Shows will make sure to analytically highlight the
Impact of Electronic Media
private news channels are working 24/7 and their content is mostly news oriented.
Counter-narrative for Negative News
issue regarding food safety and quality.
PFA will appreciate the constructive criticism but
Guest will be decided on the availability.
will actively see the negative News and will
v.
Programs
A special program will be organized for the awareness of the public to get alert to the food safety. vi.
SOT
counter any propaganda which is against the interest of the public.
b) Print Media All the national and regional newspapers will be utilized to report operation activities
A focal person from PFA will give views about
and inform people about the health hazards
the questions restated to the food safety.
of fake food items. Due to a large number of
vii.
Interviews
newspapers and their circulation, this
18
medium is suitable for the following
people use social media regularly
coverage.
every month.
Press Release
Press releases will be issued on daily
identify
bases even on holidays.
stakeholders affected by the issue.
b. They are valuable in helping to target
audiences
and
News coverage
Articles (columns/features)
questions,
Exclusive Edition
misinformation on the issue, and
Letter to Editor
inform communication plans and
Photos
messages.
Announcements/Notice/Ads (related
c. They can be used to respond to concerns
and
d. Building a following on social media
to specific campaign)
before a risk issue occurs and
Counter-Narrative for Print Media
communicating proactively through
If the things are negatively reported to
these channels when a risk needs to
the media then a counter-narrative will be
be addressed can help position an
generated in the form of announcement,
organization as a credible source of
Ads and paid content in electronic media
information on the issue. 5. They can
which will clarify the action and stance of the
be used to share information in
department.
formats that can be repurposed, such
c) Social Media
as
Social media play an important role in
(television), tweets and updates
risk
information.
This
is
a
(radio),
videos
(print).
how people and organizations share food safety
podcasts
The
most
powerful
medium
in
this
communication channel with many benefits,
contemporary world is Social Media. The
although it has some limitations.
power of the social media can be seen in the
a. Social media channels (e.g. Twitter,
graph below:
Facebook, and Web) reach an enormous and still growing audience around the world. Over a billion 19
Likes/
sharing/No.
of
Visitors/
Watching/ Viewed
Comments (Feedback Reporting and Replies)
SEO/Paid campaigns ii.
Twitter is another medium expression and promotion of ideas which can be used for the safety of the public. As of the first quarter of 2017, Twitter had 328 million monthly active users. Safe food campaign i.
will be projected through the twitter and the
Facebook stands among all the other
promotion of the message will be done
medium of social media. Facebook with 1.59
through
billion users is found in all the regions of the
especially change agents. Trending of the
world. As for as the safe food campaign is a
message through paid means and a
concern, messages in the form of pictures, videos and animated clips will be posted and to get the more hits paid campaigns will be run so that the message can float to maximum users
Live
coverage
Paid campaigns/Likes/ and boosting for “Suggestion” to Max users
Photos and Videos Posting (Notices/ Announcements and Ads posting/ Posters)
posting/ Posters) Events/Seminars/Workshops
personalities
keep the safe food content up to the mark.
Photos and Videos Posting (Notices/ Announcements and Ads
influential
dedicated social media team will work to
especially the population of the Punjab province.
the
#Trending
Retweeting
Replies
Followers
Likes/ Sharing/ Direct Message
Paid Trending and Ads
20
iii.
YouTube
v.
Snapchat
Paid promotional ads and videos related
Snapchat stories are also a powerful
this campaign will also be the strategic plan
medium for the promulgation of the
of to reach the public. Live streaming of the
message. The purpose is to disseminate the
events and seminars with YouTube channels.
information either in the form of text any
Maximum sharing of the videos can lead to
catchy video content, people should be
the maximum views of a particular video
aware, so the modern techniques can fulfil
message.
this requirement as well.
Videos Posting
Snapchat Stories
Live YouTube Channel
Snapchat Direct message
Reporting (watching/ viewed)
Likes
Comments/ Replies
(Notices/ Announcements and Ads
Paid campaigns
posting/ Posters)
#Trending iv.
vi.
Emails
Emails to specific emails address
d) Outdoor advertisement The outdoor advertisement is the
Instagram is another tool for social
major source of communication.
media and this is the home for celebrities. If
There are many verities in outdoor
we get post a video from the account of any
ads which are listed below. The
1 million following celebratory, it will
message is displayed or hangs for a
automatically spread to the public.
longer period of time. Whenever
Photos and videos Posting
someone walks or drive nearby,
Likes
reads
Comments
someone, again and again, read the
Followings
message then it starts influencing the
Hashtag (#)
mind of the reader. In outdoor ads,
Live
the message can be displayed with
Story
the targeted approach. The message
the
message
and
when
you want to display in urban and 21
rural areas, you can distinguish and target the most relevant people along with budget saving
Mediums
Process
Streamers Bill Boards Posters Leaflets Flyers Pamphlets
Message Selected Cities Selection of Areas
Booklets
Budget plans
Handouts Banners Standee Float Vehicle
22
e) Events Events, especially seminar has a very
topic of the event is explained before the
deep impact on the communication process.
audience. The main advantage of this event
In this method, first, you select your target
is that when people who attend the event go
audience and comprehensively plan and
back to society and their relevant areas and
manage an event. Speakers including
department, they play a role as the
experts, Doctors, social agents address a
ambassador and change agent in public.
specific gathering of the audience. The main
a. IM Apps (Facebook Messenger,
a. Seminars
Seminar topics
Place
Chief Guest
Other guests (Stakeholders)
Participants
(People from all walks of life)
Whats App, Viber, Vines) b. Animated
clips/Ads
display
before movies in Cinemas c. Special Day Celebrations (Round the calendar)
g) Gadgets a. Why are gadgets important?
b. Campaign in School/college/universities
b. Gadgets includes
Message
Caps
Guests
Shirts
Participants
Keychains
Budgets
USB
c. Camps (Awareness & Educate
Paper
in educational institutes and
Pens
Watches
Stickers for vehicles
Stickers with a short message or
Public/Private Offices)
d. Lucky Draws (Suggestion for Campaign “Slogan”) f) Animated clips (Viral)
slogan 23
National AM and FM channels
h) Radio
City-based FM channels
For community service radio is another
Local FM channels
tool to communicate with the public. Those
FM channels can be used both for
Etc.
people who do not have access to the other
programming
mediums or you can say they don’t have
advertisement for message delivery.
access to the expensive medium of
Radio
and
transmission with
paid
includes:
communication, radio is an easy approach
interviews
food
experts,
for them. Internet and social media have
scientists,
taken place the radio but the importance of
enforcement institutions (from PFA
radio can’t be denied.
and other departments)
government
and
Followings sets will be taken to deliver a message through radio:
3.2.
Message Development
A good understanding of the nature of the food safety issue and the target
Which concerns and perceptions do the target audience(s) have the risk?
audiences’ communication needs leads to
What can the target audience(s) do
the development of messages addressing
about the risk to protect themselves?
these
needs
and
providing
relevant
information about the risk.
What is not known or uncertain about the risk?
In designing messages, the following questions are important to consider in
What is being done to reduce the uncertainty? What is being done to manage the risk?
relation to the target audiences:
What other context is relevant to the What is the food safety issue? What
is
the
audience(s)?
risk
to
the
target audience(s)? target It is also important to develop key messages that summarize the issues that need to be 24
communicated. The following steps can be
manner. For public audiences, for example,
useful in developing key messages:
well-targeted messages that use nontechnical language are most effective.
1. Identify specific concerns.
Consumers are especially interested in 2. Analyze the concerns to identify recurring
specific information on the nature, form,
themes and general concepts to be
severity or magnitude of the risk and what
addressed.
actions they can take if they are exposed to
3. Develop key messages for those concerns
the risk. The messages should be Simple,
(both general and specific) that need to be
Timely (up-to-date), Accurate, Repeated and
addressed.
Consistent (STARC). It is important always to
4. For each key message, identify facts and the information to support them.
include and prominently feature the steps people can take to reduce their risk. Messages should not only point out the
5. Test messages with the participation of
severity of the risk and the audience’s
the target audience(s) to whom they are
vulnerability to it, or what is being done to
directed.
manage the risk but also empower them to
6. Plan for the delivery of messages
avoid the risk where possible.
(including identifying suitable dissemination channels for the target audiences).
When developing messages it is important to consider whether visual aids
It can be helpful to convene an
(e.g. diagrams, illustrations) can be used to
interdisciplinary team of stakeholders to
capture the target audience’s attention,
assess the concerns and priorities of the
reach out to parts of the population that
different target audiences and develop key
would be more receptive to pictures than
messages.
or
words, or explain facts that would be
misrepresentation of scientific information,
otherwise difficult to put into words. Visuals
it is important to present the information to
are often appropriate when communicating
the target audience in a language that is
with immigrant populations unfamiliar with
understandable, and in a user-friendly
the language, and with people with low
To
avoid
distortion
25
literacy levels. Generally, the messages can
contains recommendations on how to write
be supported with:
messages for stakeholders with low levels of
Simple graphic representations (bar or pie charts);
literacy. Considering
potential
unintended
True stories that illustrate key message
consequences of messages and monitoring
points and that the target audience can
for them when managing a risk issue is
identify with;
critical for effective risk communication.
Images that depict the nature of the risk;
Validating
Recommendations from authoritative
stakeholders during message development,
bodies;
messages
with
relevant
and the testing of messages with target
Best practices.
audiences
It is also important to mention the source of the evidence provided in the message to increase the credibility of the message.
helps
to
identify
potential
unintended consequences of the risk communication in advance. If it is not possible to engage stakeholders during message development,
It is particularly important to consider the needs of visually impaired audiences, those with speech, hearing and other disabilities, and all those disadvantaged in ways that could affect how they receive and process information. The message must
relevant stakeholders should be informed of the messages ahead of a broader audience, especially if they are expected to help with the dissemination of these messages or to answer questions related to the risk or its mitigation.
reach all target audiences and must meet their
information
needs.
Appendix
3
26
27
28
4. Target Audience 4.1.
Knowing the target audience
Risk communication is about people,
(e.g. caregivers, governments)? For
therefore it is critical to know and
example, if an outbreak of listeriosis is
understand the target audiences prior to the
identified and confirmed to affect
development of the message.
consumers above a certain age,
The identification of target audiences depends on the purpose of the food safety risk communication, which may include:
communication aimed at reducing the food risk would require reaching out to different target audiences through different channels. Different messages
Providing
information
to
allow
informed decisions; > persuading people to adopt a particular approach (i.e. health promotion); Initiating dialogue and engagement to
will
need
to
be
developed
to
communicate with: Elderly consumers living independently at home, about the importance of good
hygiene
practices
in
the
arrive at the best approach. The
preparation and storage of food
identification of target audiences
(possibly through large print leaflets to
should be informed by dialogue with
be delivered at home);
stakeholders, and it is important to consider: Who and/or what is directly affected by the food risk? Who can influence the issue, both positively and negatively (e.g. who can effectively minimize the food risk and provide solutions)? Who is indirectly affected by the issue and needs to know about the food risk
Caregivers of elderly people, about the importance of good hygiene practices when
looking
after
vulnerable
consumers (letters to family and registered carers including tips on how to handle and store food); catering staff in care homes, about their responsibilities and best practices in such environments (posters to be placed in food preparation areas); 29
4.2.
Who are the target audiences?
The target audiences for food risk
Chemical waste producing industries
communication can vary, depending on the
(chemical waste id used for the
purpose
irrigation of vegetables)
of
the
food
safety
risk
communication, the type of risk and sociocultural factors. Examples of different target audiences include:
Each
target
audience
has
different
information requirements and needs to be addressed by a spokesperson/source they
The public, including groups that are at
trust and in a language that they understand.
greatest risk (vulnerable populations);
It is important to understand what target
Women,
as
the
main
food
handlers/buyers;
audiences already know about the risk, any gaps in knowledge that may need to be
Policy-makers;
addressed, and specific concerns and
Food safety regulators;
perceptions people have about the risk. It is
Public health practitioners;
also important to respect and take into
Farmers/primary producers;
consideration their culture, beliefs and
Registered large/medium/small food
socio-economic status. Depending on the
manufacturers;
time and resources available, information on
Informal food producers;
how best to tailor and deliver messages can
Retailers/food vendors;
be gained via face-to-face discussions with
Food brokers and handlers;
target audiences, meetings with target
Agro-Chemical dealers; (for the safety
audiences to test proposed messages with a
of vegetables) Food
industry
selected group, qualitative research for a and
service
employers/employees. Teachers and Professors (especially teacher to peruse children that come
detailed list of sources that can help to map different
populations
and
information
requirements in the context of a food safety risk communication.
up with lunch boxes)
30
Some useful questions to ask are the
government
following:
spokesperson?
What do the target audiences
What misconceptions do they have?
What do the target audiences want
managers and communicators?
audiences?
Do the target audiences consider the
risk to be high or low?
Who are the opinion leaders that are likely
What are the target audiences’
to
influence
the
target
audiences?
specific concerns and perceptions? For example, who do they perceive
Answers to these questions will help to
to be most vulnerable to the hazard?
determine which knowledge gaps and
How do the target audiences prefer
concerns need to be addressed, and which
to receive information about food
information sources and channels can help
safety risks? Is it through scientists,
in communicating about the risk to the
the media, or from an authoritative
target audiences.
4.3. A
Are the planned information sources and channels accessible to the target
to know about this food safety risk?
What sources of information to the
media, scientists, food safety risk
risk?
or
target audiences trust? Is it the
understand about this food safety
official
How to Get To Know the Target Audiences good
understanding
the
information) can help prepare for a wide
characteristics of different sectors of the
range of risk communication scenarios.
population (e.g. what they eat, attitudes to
Some sources that can help map different
risk, trust in institutions, cultural and social
population and information requirements in
norms), their representatives (e.g. trade
the
bodies,
communication include:
community
bloggers)
and
leaders, their
of
influential information
requirements and preferences (e.g. literacy levels,
languages
spoken,
access
context
of
food
safety
risk
conversation with and feedback from stakeholder groups;
to 31
small
focus
group
research
with
representatives from target audiences; qualitative and quantitative consumer research (what consumers know, don’t
most recent census (demographics, ethnic and religious backgrounds that can affect food consumption habits); nutrition
and
dietary
know, specific concerns and perceptions
(consumption
about the risk, trust and use of
about possible food substitutions);
information sources) – more often employed for ongoing food safety issues, but can be employed for a large-scale,
patterns,
surveys information
market research surveys (shopping and food handling habits); Websites
and
social
networks
complex crisis response if and when
(identification of online communities
needed;
and their use of language, e.g. mothers,
media monitoring to ascertain what news and information is already reaching the public and, if possible, how the public appears to be reacting;
specific age groups, ethnic minority channels); Consumer organizations, special interest groups, trade associations.
32
5. Stakeholders 5.1.
Stakeholder Interactions
Most risk communication issues that
is jeopardized and its effectiveness put at
involve food safety directly involve and have
risk when
implications
consistent and coordinated with that of its
for
different
government
its communication
departments, individual businesses and
stakeholders.
industry groups, consumer organizations
reported on the findings, the scientists and
and
of
risk managers communicated different
these
messages about the risk, which led to
individuals.
The
communication
coordination
efforts
among
stakeholder groups is just as important as
the response plan. This is particularly important
and
challenging
during
the
news
media
confusion and probably an erosion of trust.
the coordination of other response efforts and should be an essential, integral part of
When
is not
In addition to promoting consistent messages, coordinating communication and collaborating with relevant stakeholders offer the chance to:
emergency situations, when messages often need to be changed frequently and
Better understand the situation;
developed in a very short time frame, in
Obtain feedback about target audiences’ concerns;
consultation with a wider range of agencies and stakeholders than in normal situation.
Benefit capacity
Failure
to
coordinate
responses
from and
organizations
increases the possibility that communication
the
communication
credibility to
help
of
other
disseminate
information if needed.
resources will be wasted, does not take advantage of the stakeholders’ knowledge
Greater stakeholder involvement in the
and distinct dissemination channels, and
issue often results in higher public trust and
increases
a
the
likelihood
of
providing
greater
willingness
among
target
confusing and even contradictory public
audiences to accept the messages and take
information. Each organization’s credibility
steps to protect themselves. Working
33
effectively
with
stakeholders
on
the
engaging the stakeholders. To identify
coordination of risk communication requires
priority stakeholders it is useful to organize
strong relationships, which cannot be easily
them into categories. For example:
established while managing a risk issue that demands a rapid response. It is therefore important to identify, build and maintain working
relationships
stakeholders
in
with
advance.
relevant
Establishing
relationships and making them part of routine business makes coordination and collaboration easier when a food safety risk needs to be addressed. It is useful to consider developing plans and protocols jointly with stakeholders that guide how the
Decision-makers whose decisions will reduce/increase the risk (e.g. food processors); Those most affected by the risk and those organizations that represent them; Those who have the greatest influence (trust and reach); Those who could help the organization meet its communication objectives; Those who could hinder the organization in meeting its communication objectives.
organizations will work together during a food safety issue. Testing and exercising
Where possible, communicators should
these plans and protocols can further
use priority stakeholders to help inform their
strengthen the relationships and future
communication
coordination. Stakeholder relations require
development. It is important to use the
continuous investment, and mechanisms for
appropriate approaches when working with
stakeholder engagement should be in place
each of these stakeholders. By working with
to facilitate the exchange of information
these stakeholders, risk communicators can
when needed. It is important to identify the
obtain valuable information about target
most appropriate stakeholders to work with
audiences, get help distributing messages to
when addressing a food safety issue.
those target audiences, and reduce the risk
Prioritizing the relevant stakeholders can
that
help to ensure the most value for the effort
organization’s communication objectives.
expended. Which stakeholders are most
Stakeholder views and expertise can help in
relevant depends on the purpose of
the development and dissemination of
planning
stakeholders
might
and
message
hinder
the
34
effective messages but they should never
have negative effects on people’s trust in an
exert undue influence on decision-makers.
organization and its messages.
Even the perception of undue influence can
5.2. Principles for building good relationships with stakeholders: being open and transparent (e.g. not concealing meetings, sharing minutes);
issues are managed and outlining the organization’s role in them could be
respecting stakeholder interests;
worthwhile to ensure stakeholders are
communicating early and often on
well informed and can communicate
matters of common interest;
more accurately when a food safety risk
listening and seeking to understand stakeholder needs and perspectives;
needs to be addressed. Meeting with stakeholders regularly to
Promising only what can be delivered,
exchange information, gain intelligence
and following through. Practices for
on target audiences, seek feedback on
understanding
approaches and negotiate partnerships
and
engaging
stakeholders include the following. Establishing and maintaining contact lists
to improve communication. > Using meeting
formats
so information can be shared and
conversations,
group
stakeholders engaged quickly when
teleconference,
town
needed.
panels,
Sharing information with stakeholders
online
(e.g.
bilateral
briefings halls,
by
citizen
consultations)
that
stakeholders are comfortable with.
on a regular basis to maintain the
Finding common ground and leverage
relationships. This is important when
opportunities to develop, implement
there is a risk issue and when there is
and
not. For example, sharing ongoing
communication plans and protocols.
test
mutually
agreeable
research, explaining how food safety
35
5.3.
General Category of stakeholders
Stakeholders
Description
Enforcement authority (PFA) PFA with its full strengths and devotion keep all the stakeholders on board. Few of the steps are already taken as the formation of board members. Legislators
The main task of PFA is to find out the food risks prevailing the in society. Drafting of the legal framework and hand it over to the legislator for approval to make it part of the law. If some someone violates the law, it is again the duty of PFA to enforce it and inform people and other stakeholders about the food risk
Food producers
Poultry, dairy, food industry, local producers, etc
Food handlers/ retailers
Food shops, restaurants and other food outlet are included in this category. Their staff and workers directly handle food and directly sell to the public.
Consumers (Public)
This category includes the people of all age, genders and from all walks of walks. Those who are directly affected by the food risk.
5.4. How the collaboration of stakeholders is successful in achieving goals To ensure food safety is mandatory that
stakeholders should cooperate with PFA. In
all the stakeholders must be intact with PFA
this communication process firstly PFA will
and each other. If PFA highlight the food risk
find out the food risk from which most of the
and with the consultation of food experts
risks have been pointed out and experts
draft a policy then they all the other
have been consulted for help to draft a 36
policy and then a message to communicate
stakeholders is helpful for the best interest
producers and consumers. In the food
of the public and for the safety of the food
production process food producers directly
and then health. Communication process
handle the food and they should strictly
among stakeholders which has described
follow the guidelines provided by PFA. Any
above is achievable and these milestones
negligence at this level can cause fatal and it
can become successful for an ultimate cause
may cause high food risk, dieses and
which public’s health.
ultimate death. The best formation of all
37
6. MONITORING AND EVALUATION Food safety risk communication is a two-
Risk issues evolve constantly, and those
way process. It is not merely a question of
related to food safety often evolve rapidly. A
transmitting a message, but more a question
comprehensive and systematic approach
of determining what target audiences want
involving ongoing monitoring and evaluation
to know, determining what the organization
is essential to making risk communication
needs to tell them, and then checking to be
activities as effective as possible. For
sure that the message is well received and
example,
understood and leads to optimal decisions
consequences of the communication, and
that protect and enhance food safety and
for emerging questions, concerns and
public
risk
misconceptions, allows an organization to
communication approach that includes
address these in a timely and responsive
research as well as stakeholder engagement
manner. Effective monitoring and evaluation
is likely to increase its effectiveness. In
of risk communication will not only inform
addition, monitoring of risk communication
what, how and with whom an organization
and evaluation of communication efforts,
needs to communicate on a food safety
both during and after implementation, allow
issue, but can also offer valuable insight into
meaningful adjustments to be made while
how the risk itself should be managed.
the food safety issue is being addressed, and
Monitoring
valuable lessons to be learned for addressing
communication will collect feedback from
food safety risks in the future.
target audiences that can offer valuable
health.
Developing
a
monitoring
and
for
evaluation
unintended
of
risk
insight into how the risk itself should be managed.
6.1.
HOW
TO
MONITOR
AND
EVALUATE
RISK
COMMUNICATION MESSAGES AND APPROACHES
38
There are many ways to monitor risk communication and evaluate the effectiveness of risk communication messages and approaches, including those listed below. Method
Description and purposes
Stakeholder dialogue
Consulting with stakeholders during and after a food safety risk has been addressed, to learn what works and what does not, to adjust the current approach and to learn lessons for the future.
Monitoring social media Monitoring social media chatter regularly to identify emerging questions and concerns among the general public and target audiences. This information will help to adjust the approach and messages. Media monitoring and Reviewing and analysing media coverage of the food risk to adjust analysis the approach and messages as the food safety issue evolves, and to evaluate the overall effectiveness of the approach and messages after the issue has been addressed. For example, it can be useful to examine whether messages were reflected accurately and whether they were covered in the targeted media outlets. Web analysis
Tracking how the organization’s materials are used online (e.g. number viewed, downloaded, shared, etc.) and reviewing comments received from users, in order to adjust the communication approach and materials as the food safety issue evolves and after it has been addressed.
Targeted surveys
Tracking the opinions of target audiences over time to identify who, and estimate how many people, received and accepted the key messages. This kind of research can also provide insight into what communication methods are most appropriate for given target audiences. This research can be done regularly and is typically contracted out to public opinion firms.
Update risk assessment
Tracking, for example, the actual health risk, a number of illnesses and levels of contamination, to determine whether the risk is increasing or decreasing and therefore whether the communication efforts are having an effect.
39
7. Impact assessment 7.1.
Importance of impact assessment
Impact assessment is important to measure
Communicating in a responsive and timely
the steps taken for the improvement of the
manner, even in the presence of uncertainty or
communication process. In impact assessment,
gaps in knowledge about the risk, is instrumental
the main point of concern is that what message
in protecting public health and in building and
and which medium is successful. It helps to
maintaining trust. Adequate planning enables
reshape the message and make it more focused
organizations to develop a timely, well-
and targeted. Communication is an ongoing
coordinated and effective response to food
process which evolves with the passage of time.
safety risks.
It is important to be open and transparent
Risk assessment is the process that is used to
about the decision-making process. In food
estimate and characterize risk, quantitatively or
safety risk analysis, this specifically applies to the
qualitatively.
interface of risk assessment, management and communication of decisions, and should include timely
opportunities
for
dialogue
with
stakeholders when appropriate and feasible, and
Risk management is the weighing and selecting of options, and implementing controls as necessary to ensure an appropriate level of protection.
for public inspection of the process.
7.2.
How the impact will be calculated to this, people will be asked about the
For the assessment of the of impact en
message that how they receive the message
empirical data be collected. For this purpose, a
and how much message is helpful to
question
eliminate the cause of risk.
sir
will
be
formed
and
this
questionnaire will be completed by all the stakeholders especially public/consumers.
Diverging
opinions
and
inconsistent
consensus about how to handle a potential
The social and demographic factor will also
risk can elevate levels of public concern and
be included in the questionnaire. In addition
leave people wondering what to believe and 40
whom
they
When
may differ, to prevent confusion among
communicating in situations where there are
various stakeholders. Demonstration of
diverging opinions, risk communicators will
communication among the different actors
need to address and respond to the
presenting “contradictory” evidence, and
diverging opinions of other stakeholders
what is being done to resolve lack of
who are communicating about the risk and
consensus, is also important. To prevent
must work actively to demonstrate honesty,
conflicting messages and public confusion,
expertise and a sense of shared values, to
(inter)national
increase trustworthiness. Communication of
communication issues among different
the results of risk assessments should
governmental agencies, as well as with other
include clarification on why risk assessments
stakeholders such as consumer associations
addressing the same or similar questions
and industry groups, is important.
7.3.
should
trust.
on
risk
Methodology for assessment
As it is said earlier that communication is an
collaboration
evolutionary
process.
For
received data for analysis and on the bases
the
of the analysis an improved communication
improvement of future communication, a
operational plan will be incorporated will the
questionnaire will be designed in soft
upgraded draft of the communication
(online) and hard (paper) form. This form is
strategy. Here is a brief template for data
further designed according to the nature and
collection. Furthermore, questions related
requirement of the target audience and
to communication risk and food safety will
stakeholders. A Team will work on the
be the part of this questionnaire.
Impact assessment for future strategic plan *Collection of Data (Questionnaire) (on paper and online form filling)
Gender
Age group
Education
Profession
41
Contact information phone number/email address (for data verification)
Medium of information (TV, Newspaper, social media, outdoor ads)
Major issues regarding food
How do they know about PFA?
Team visit?
Suggestions
7.4.
Assessing the quality/certainty of the available data
Sometimes the data needed to address
regarding the food safety risk. This requires
the nature of the risks and benefits involved
risk assessors to document uncertainties
with a food safety issue are available within
that arise during risk assessment and to
the regular risk analysis process. However,
communicate
particularly in situations where urgent
managers and risk communicators.
communication is required to prevent or reduce the risks of significant harm, incomplete and uncertain data are common. To
communicate
conditions
where
associated
with
effectively risk
under
information
uncertainty,
of
the
properly
to
risk
The limitations of the risk assessment may also need to be expressed in a way that can be understood by a non-technical audience in order to increase transparency and enable
is
interested stakeholders to comprehend the
risk
decision-making process and make informed
communicators need to have an adequate understanding
these
choices as the situation evolves.
uncertainties
42
8. Way forward 8.1.
Limitations of the communication process
1. It has been seen that the process of communication
can
be
5. Social media comprises a channel that
achieved
reaches only people who are online and
overnight, it takes a longer period of
who subscribe to such services. Many
time to achieve its goal.
vulnerable groups are not online and so
2. As we have seen that Turkey took 15
other methods are needed to ensure
years to prohibit access to open milk but
that these target audiences are reached.
it was the success of communication
6. In an emergency, the infrastructure to
process.
use social media may not be available
3. Pakistan in general and Punjab, in
(e.g. no electricity or Internet service).
particular, is a rich province with a
7. Usage patterns change continually and
wealth of resources but the process of
real-time assessment is needed to
adoption of innovation is slow. People
determine whether messages will reach
do not easily get separate from the
target audiences.
conventional method of food handling.
8. Current research shows that the impact
The effectiveness of the process of
of messages shared through social
communication
communication
media on changing behaviour is limited.
strategy will strengthen the food safety
(Source: Health Canada and the Public
campaigns.
Health Agency of Canada)
and
4. Data collection process initially can’t give 100% results but it will pave the way to achieve the goals of communication.
43
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