Media risk communication – what was said by whom and how was it interpreted

Abstract

The purpose of this paper is to provide some insight into the level and type of media coverage that food risks received and consider the translation of press releases into media articles. Past scientific messages dealing with two food risks (Salmonella and Genetically Modified (GM) potatoes) were collected from various Irish media sources over a defined period. In addition, press releases and helpline data were collected. All data pieces were subsequently coded. Based on the audit it is clear that island of Ireland journalists are generally balanced with regard to their reporting on Salmonella. In most cases where press releases could be linked to the newspaper articles, the press release was represented fairly accurately. This brings into clear focus the need by those issuing press releases to be very clear on the meaning of their message. Journalists are using the press releases as the basis for articles therefore vague terms and overemphasis on a particular finding can result in what may appear as a sensational article. In the case of GMs more sensational hooks were used to draw attention to the articles. Thus communicators need to be aware of the characteristics of the risk they are communicating about when designing and delivering a risk message.

Keywords:

• risk communication
• media audit
• newspaper articles
• food hazards

Acknowledgements

This study has been carried out with the financial support of Safefood – the Food Safety Promotion Board, Ireland. The authors would like to thank the food safety experts who participated in this study.

Notes

1. The Sunday Independent and The Kerryman were excluded from this analysis due to the small number of observations in both cases.

2. The Sunday Independent and The Kerryman were excluded from this analysis due to the small number of observations in both cases.