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Introduction to Food Safety Risk Communication
Risk Communication is the interactive exchange of information and opinions
about hazards and risks, risk-related factors and risk perception. This
short course presents the basics of risk communication as it is practiced
in the U.S.A. with applications to food safety.
Although you may not currently find yourself in the role of the official
risk communicator for your organization, a basic understanding of risk
communication is essential for all food safety professionals. Students
involved in or on many career paths who may purposefully or coincidently
find careers in the food industry will also benefit from participation.
It is strongly recommended that this course be taken after you
have completed our Overview
of Risk Analysis course. The Overview
course provides contextual information about risk communication that
is not repeated here.
Overview of Topics
The Messenger and Risk Communication
- Credibility
- Expertise
- Communicating Trust
- Nonverbal Communication and the Messenger
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Message Development
- Practical Aspects
- Timing
- Organizing the Message
- Message Choices
- Efficacy
- Evidence: What to Present
- Narrative Versus Statistical Appeals
- Framing the Message
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Knowing your Audience
- Audience Basics
- Risk Perceptions
- Psychographic Information
- Self-esteem and Risk Communication
- Involvement
- Anxiety
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Channel Choices and Dealing
with the Media
- Impact and Influence
- Bad News and Good News
- Knowing the Audience
- Some Basics about Journalists
- The Role of the Public Affairs Office
- The Media Interview
- Developing Interview Answers
- Controlling the Interview
- Interview Do's and Don'ts
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Learning Objectives
- Understanding the goals of risk communication.
- Differentiating between proactive and reactive risk communication.
- Recognizing communication competence and communicator credibility.
- Understanding how to communicate expertise and trustworthiness.
- Recognizing the importance of nonverbal communication in communicating
credibility.
- Knowing how to consider audience attributes.
- Understanding how self esteem, involvement, and anxiety affects
risk communication.
- Understanding the phases of message design and the research that
corresponds with each phase.
- Understanding the practical aspects of message design such as
message timing and message organization.
- Learning the pros and cons of different channels.
- Learning how to prepare for an interview.
This course meets a requirement of the JIFSAN Core Certificate
In Food Safety Risk Analysis.
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