Understanding nature of information to effectively communicate food safety

On December 6 in Nghe An, the International Livestock Research Institute (ILRI), in collaboration with the Vietnam Agriculture Newspaper, organized a workshop titled "Enhancing communication on food safety: Connecting researchers, journalists, and communities in the animal-sourced food value chain."

The event aimed to emphasize the importance of food safety within the supply chain while providing practical communication strategies to deliver clear and accurate messages to the broader community.

Journalists, reporters, and experts attending the workshop had the opportunity to explore topics related to food safety, communication principles, challenges in communication, and practical experiences shared by experts in this sensitive field.

Speaking at the training workshop, Mr. Le Trong Dam, Deputy Editor-in-Chief of the Vietnam Agriculture Newspaper, emphasized: "In the food value chain, food safety has emerged as a hot topic, requiring a tight intersectoral coordination process and the active, responsible involvement of researchers, regulatory agencies, and especially the media.

The workshop aims to provide a comprehensive, overall perspective to collectively build a comprehensive media network, contributing to raising public awareness about food safety through effective information dissemination. It is hoped that the strong link between researchers and the media will bring about pivotal changes in this critically important field."

From the perspective of an expert, Dr. Pham Duc Phuc, Director of the Institute of Environmental Health and Sustainable Development, emphasized that people tend to focus more on "losses" than "gains" and on "negatives" rather than "positives." Messages containing words like "no, nothing, no one, unmet…" often attract more attention from the public and leave a longer-lasting impression.

Dr. Pham Duc Phuc also pointed out several issues in risk communication, such as inconsistent scientific opinions, experts delivering conflicting messages about a particular risk, inconsistent terminology leading to varied interpretations, and conveying information to the public in a scientific or technical style that is not suitable for the target audience, resulting in unnecessary misunderstandings. Furthermore, the failure to promptly clarify rumors and fabricated stories about risks exacerbates the problem.

Based on these practical observations, Dr. Pham Duc Phuc proposed five principles for risk communication in food safety: transparency and honesty, empathy and understanding of the target audience, timeliness and clarity, the use of scientific evidence to strengthen messages, and encouraging community participation.

Journalist Trinh Duy Hung, a representative from the Vietnam News Agency, acknowledged and highly appreciated the practical value of this workshop. Guided by the experts' directions, the group discussed and formulated a scenario for addressing public anxiety when receiving information about pigs contaminated with banned substances.

"From a journalist's perspective, verifying and accurately grasping information requires on-site access and collaboration with local authorities and specialized agencies. Once the information is verified, it must be communicated promptly in an objective and transparent manner, avoiding speculation or emotional bias. Instead, there must be confirmation from relevant agencies. In cases where inaccuracies are identified, it is essential to convey the truth to avoid unnecessary public anxiety."

The panel discussion on creative approaches to food safety communication was lively, with many practical opinions and insights shared.

Mr. Nguen Thanh Dung, Deputy Team Leader of the General Office Team under the Vinh Market Management Board, affirmed that the unit places great emphasis on managing, monitoring, and supervising food safety. Following the guidance of the Nghệ An Provincial People's Committee and functional agencies, the Management Board has closely coordinated with relevant parties to strengthen communication, inspection, and monitoring efforts among small traders. They encourage households to sell clean, high-quality products, emphasizing the importance of prioritizing consumer interests and health above all else.

Sharing about the challenges in communicating food safety and hygiene, journalist Doan Hoa of Tuoi tre newspaper emphasized that Nghe An province has a vast area, requiring reporters to handle a wide range of professional tasks, including food safety and hygiene. However, there are few reporters specializing in this field, and the majority lack in-depth knowledge to provide targeted recommendations for the public. Moreover, leading experts are concentrated in major cities, creating significant difficulties for journalists and reporters in accessing accurate information sources.