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MB, Parma 19 June 2007 1
EFSA Risk Communications:
overview and activity update
MB, Parma 19 June 2007 2
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
MB, Parma 19 June 2007 3
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
MB, Parma 19 June 2007 4
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
MB, Parma 19 June 2007 5
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
MB, Parma 19 June 2007 6
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
MB, Parma 19 June 2007 7
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
MB, Parma 19 June 2007 8
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
MB, Parma 19 June 2007 9
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)
MB, Parma 19 June 2007 11
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…)
MB, Parma 19 June 2007 12
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)
MB, Parma 19 June 2007 13
Goat had 'Mad Cow Disease'
Some headlines
EU-Lebensmittelbehörde für strenge Pestizidgrenzwerte
MB, Parma 19 June 2007 14
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
MB, Parma 19 June 2007 15
Media coverage in Q4 & Q1 2007
Cloning, Bisphenol A,
MON 863
MB, Parma 19 June 2007 16
Distribution of articles per category in 2006
MB, Parma 19 June 2007 17
Media coverage by type of media in 2006
MB, Parma 19 June 2007 18
Distribution of articles Q1 2007
MB, Parma 19 June 2007 19
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
MB, Parma 19 June 2007 20
EFSA In Focus Pages
MB, Parma 19 June 2007 21
New Homepage
MB, Parma 19 June 2007 22
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
MB, Parma 19 June 2007 23
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
MB, Parma 19 June 2007 24
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
MB, Parma 19 June 2007 25
• 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
MB, Parma 19 June 2007 26
• 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
MB, Parma 19 June 2007 27
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
MB, Parma 19 June 2007 28
EFSA publications
RECENTLY PUBLISHED
MB, Parma 19 June 2007 29
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