Communication strategy for food safety & quality pfa

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

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.

Facebook

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. 

Instagram

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

Reference 

FAO, W. (2016). A handbook on risk communication applied to food safety (pp. 66-90). Manila : WHO Regional Office for the Western Pacific.



Food safety and quality: Food safety & quality. (2017). Fao.org. Retrieved 19 November 2017, from http://www.fao.org/food/food-safety-quality/en/



Health Department. (2017). Health.punjab.gov.pk. Retrieved 6 December 2017, from http://health.punjab.gov.pk/



Johnson, R. (2005). Risk Communication, A Handbook for Communicating Environmental, Safety, and

Health

Risks,

Third

Edition.

Health

Physics,

88(3),

267-268.

http://dx.doi.org/10.1097/00004032-200503000-00009 

Punjab | Pakistan Bureau of Statistics. (2017). Pbs.gov.pk. Retrieved 6 December 2017, from http://www.pbs.gov.pk/pco-punjab-tables



Punjab

food

Authority.

(2017).

Pfa.gop.pk.

Retrieved

5

December

2017,

from

http://www.pfa.gop.pk/ 

PUNJAB FOOD DEPARTMENT. (2017). Food.punjab.gov.pk. Retrieved 6 December 2017, from http://food.punjab.gov.pk/



Punjab

Portal.

(2017).

Punjab.gov.pk.

Retrieved

6

December

2017,

from

https://www.punjab.gov.pk/

44