mb, parma 19 june 2007 1 efsa risk communications: overview and activity update

MB, Parma 19 June 2007 1

EFSA Risk Communications:

overview and activity update


Purpose:Provide appropriate, consistent, accurate and timely communications on food safety issues, to all stakeholders and the public at large, based on the Authority’s risk assessments and scientific expertise.

Risk Communications


Who does EFSA communicate to?

Risk Managers (EC, EP, MS)

Stakeholders (Environment, Consumer,Health NGOs, Industry)

Media (Food, Health, EU Affairs)

Stakeholders (Scientists/ Academics)

Policy Makers (EU & Beyond)

Risk Assessors (e.g. AF)

Concerned Individuals


EFSA Evaluation: Commmunications

Build:– Visibility - for EFSA's Corporate mission and

scientific expertise.– Simplicity – clarity and relevance of EFSA risk

communications– Co-operation & Coherence – of information

on food & feed safety across the Community

EFSA Enhance impact and effectiveness


EFSA Science:

Build Visibility

SCIENTIFIC CONFERENCES

- EFSA Scientists- Exhibits

WEB- Expand reach

- Glossary-Portals/Links

- Weekly bulletin-Banners on

scientific journals-Links/Relevant

institutions

EFSA PUBLICATIONS-EFSA News

- EFSA Journal-Scientific reports

EFSA SPOKESPEOPLE-Interviews –

Specialised press

AF-Joint activities/Events

-Co-ordinated PRMEPs

- Briefings & Documents

MEDIA BRIEFINGS/INFO SEMINARS

- Specialised press-« Supporters » Club

SCIENTIFIC COLLOQUIA-PR

SCIENTIFIC LITERATURE-Articles in scientific

journals-Publications (eg.

Elsevier)-Ad inserts (SC.

Colloquia)

EFSA EVENTS5 Year Anniversary


SIMPLICITY

• Messages / Story houses

• Spokespersons / Media training

• Web Redesign- Focus on Issues- Context / Explanatory Notes

• Press Releases • Support documents, FAQs

• Publications

• Presentations • Working processes

SIMPLICITY - the ability to do more

with less


Co-operation & Coherence

• Key facilitator for "promoting coherence in communications"

• Established in November 2003• Strong network of all communications units

joining EFSA, Member States and Commission

• Objectives:– Develop co-operation/co-ordination of risk

communications; exchange information/experiences; evaluate efforts; develop best practices

ADVISORY FORUM WG ON

COMMUNICATIONS


Strengthen co-operation: future developments

• 2-way exchange of communications materials• Risk perception: common approach for

assessing/monitoring public perception• Better support key actors/information

multipliers with more targeted messages• Strategies/guidance documents on sensitive

communications issues• Joint events in Member States• Joint publications on- and offline


Communications Channels & Tools

• Media relations– Press releases, statements and briefings– Customised news alerts – Interviews, articles…

• Web and webcasting• Conferences and events• Publications and marketing materials

Supported and facilitated by:• Research: risk perception/web stats/ media

monitoring• Internal and External Co-operation

EFSA Communications Activity and Media Report (2006/07)


EFSA Public Announcements:Highlights 2006/07

• Nutrition and health claims

• Additives/packaging materials/flavourings ( aspartame, bisphenol A,

call for data on food colours…)

• GMOs (RAs, co-operation with MS, LL 601 rice, MON 863…)

• BSE (TSE risk in sheep, GBR methodology, fishmeal, SRM…)

• Avian influenza

• Ochratoxin A/aflatoxins

• Zoonoses report 2005

• Plant health: citrus canker disease

• Pesticides (EU-wide peer review process, temporary EU maximum

residue levels…)

• Corporate issues (new Executive Director, renewal MB, renewal of

SC & Scientific Panels, Stakeholder Consultative Platform…)


Overview – Media Activity 2006/07

• To date: 164 press releases/statements (12 press briefings)

• In 2006:

– 40 press releases/statements; (5 press briefings)

26 science-related (65%) vs 140 opinions

– 20 News Alerts sent to media

– Strong increase in publicity focused on Science

Over 4 800 articles/AV in total (76% on Science)


Goat had 'Mad Cow Disease'

Some headlines

EU-Lebensmittelbehörde für strenge Pestizidgrenzwerte


Media coverage in 2006

366

440

624

360

259

356

428

103

386

596

441

497

0

100

200

300

400

500

600

700

Vol

umes

Eurobarometer

-GMO (dialogue with EC and co-operation with MS)-Avian Flu

GMO (ENVI Council)-Health Claims-GMO Carnation Flower-Aspartame

-2005 report on zoonoses in the EU -Avian Flu-GMO


Media coverage in Q4 & Q1 2007

Cloning, Bisphenol A,

MON 863


Distribution of articles per category in 2006


Media coverage by type of media in 2006


Distribution of articles Q1 2007


The EFSA website – growing visibility

• Steady increase in visits to EFSA website• 121 000 visits in May 2007 (+ 14% vs May '06): • Webcasting – a useful communications tool;

increases outreach; openness and transparency • EFSA redesign in last phases:

– Guided by on-line user research & focus groups– Topic-driven to better meet user needs– Showcase EFSA values/standards– Taxonomy/metadata to enhance search for EFSA

documentson worldwide web

– New search engine Q4 2007


EFSA In Focus Pages


New Homepage


The web’s future at EFSA

• Better packaging of content – multimedia, audiocasts, interactive maps, more topic driven pages

• Better copywriting • EFSA blog• More webcasts of important strategic

events• Better marketing by email of new

content


Events: EFSA 5 Year Anniversary

To celebrate its 5 Year Anniversary, EFSA organises a programme of events in 2007 that will present EFSA’s work to decision-makers, stakeholders and the general public.

-Week in Brussels (Nov.)

-Week in Parma (October)

-Joint events with MS and institutional partners throughout the year


Events: EFSA 5 Year Anniversary

3 Open Day events in May 2007

1. Open Day event of the European institutions, 5 May in Brussels

2. Europe Day celebrations (Comune and Provincia di Parma), 8-10 May in Parma

3. JRC-Open Day on 12 May in Ispra, Italy


• UK FSA/EFSA Joint workshop on food incident prevention and horizon scanning to identify emerging risks – London, 5-6 March 2007

• EFSA/Italian Ministry of Health. “EFSA and food safety in the EU: achievements and challenges” - Rome, 7 June 2007

• EFSA/Ministry of Agriculture of the Slovak Republic - Bratislava, 28 June

• September: Lisbon (PT), Santander (ES)

Events: Co-operation withMember States


• International conference in cooperation with CIHEAM in “Identity, Quality and Safety of Mediterranean Food Products” - Parma, 5-6 June 2007

• Europass conference series: Let’s talk about food safety

• Reggio-Emilia, 16 April : «Animal welfare and food quality»

• Parma, 15 June: «Claims, allergies and labelling»

• Piacenza, 21 June: «Contaminants, pesticides, residues and the food industry»

Events: Co-operation


Upcoming EFSA Scientific Colloquia:

• N°8: Environmental Risk Assessment of Genetically Modified Plants – Challenges and Approaches, Parma, 20/21 June

•N°9: Nutrient profiling, Parma , 11/12 October

•N°10: Plant Health, Parma, December 2007

Events: Scientific Colloquium series


EFSA publications

RECENTLY PUBLISHED


EFSA Communications Department

COMMUNICATIONS DIRECTOR

Anne-Laure GassinPiera Pozzatti

WEBSarah Weatherley

Gianni ContestabileAlessandro Mereu

PRESS OFFICECarola Sondermann

Alun Keith JonesLucia de LucaEwa Moncure

Monika AdamovaDonata Naldini

PUBLIC INFORMATION & EVENTSGiovanni Fuga

Anja SemmelrodtKarin de Borchgrave

Hashim LudinJulia Rüter

Marielle SauvageDiana Grazyte

Francesca Piombini

COMMUNICATIONS ADVISORKaren Talbot

Alessandra Fantini

mb, parma 19 june 2007 1 efsa risk communications: overview and activity update

Documents

risk communications

efsa documents

efsa science

science slide

efsa communications

efsa website

renewal mb

community efsa