Professional paper
INTERACTIVE COMMUNICATION - A NEW MODEL OF COMMUNICATION ON RISKS IN FOOD
Boris Antunović
; Insitute of Animal Husbandry, Agricultural College in Osijek
Robert Rubil
; Insitute of Animal Husbandry, Agricultural College in Osijek
Vedran Poljak
; Health Ecology Service, Croatian Public Health Institute
Vesna Dobranić
; Faculty of Veterinary Medicine University of Zagreb, Department of Hygiene and Technology of Foodstuffs of Animal Origin
Abstract
Even small mistakes in communication on the risks in
food can tarnish reputation and confidence in institutions
included into the system of food safety or food producers,
and inflicts damage to the effort which takes years to
invest to earn consumers’ confidence. In crisis situations,
companies that produce food can find themselves overnight
in a situation where they are expected to apologize,
justify, explain the level of danger for consumers, etc. In
that process, it is important even for the public institutions
and food producers to understand the differences in perception
of the public of certain risks in food, as well as
to predict any possible reactions of the public. Including
all the interested parties to a dialogue makes it easier for
risk managers to evaluate the risk, to identify and balance
between the possible options in risk management, as well
as to implement and evaluate measures to be taken up,
and it also reduces the loss of consumers’ confidence to a
food producer. This two- way system is called interactive
communication on risks in food.
Keywords
communication of risks; food safety; interactive communication
Hrčak ID:
45985
URI
Publication date:
1.11.2008.
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