Stručni rad
INTERACTIVE COMMUNICATION - A NEW MODEL OF COMMUNICATION ON RISKS IN FOOD
Boris Antunović
; Zavod za stocarstvo, Poljoprivredni fakultet u Osijeku
Robert Rubil
; Zavod za stocarstvo, Poljoprivredni fakultet u Osijeku
Vedran Poljak
; Služba za zdravstvenu ekologiju, Hrvatski zavod za javno zdravstvo
Vesna Dobranić
; Zavod za higijenu i tehnologiju animalnih namirnica, Veterinarski fakultet Sveucilišta u Zagrebu
Sažetak
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.
Ključne riječi
communication of risks; food safety; interactive communication
Hrčak ID:
45985
URI
Datum izdavanja:
1.11.2008.
Posjeta: 11.480 *