BulletProofBlog the blog on crisis communications

First the facts: The nation's food supply has never been safer. The number of reported illnesses caused by common food-borne pathogens such as E. coli, salmonella, and listeria continues to decrease year after year.

Now the unfortunate reality: Public concern over food-borne illnesses has never been greater - thanks in large part to a recent uptick in food recalls (and the media attention they generate), even as the real threat diminishes.

Why the apparent disconnect? Because public perception of risk often has little to do with the true nature of that risk. Perception is reality - and our collective perception of the threat posed by tainted food is continually reinforced each time a food safety issue arises.

Food producers and processors are generally well prepared to manage the operational aspects of a recall. But before the next food-borne illness scare hits, they need to ensure that they are equally well prepared to manage the risk communications aspects of the situation.

First and foremost, they cannot expect scientific data, on their own, to counter consumer fears and misperceptions. Instead, they need to emphasize what consumers can do to protect themselves from whatever it is that scares them. At first glance, this approach may seem counter-intuitive. But by focusing on practical solutions and reassurance, rather than trying to explain raw scientific facts, industry can provide consumers with a level of comfort and a sense of empowerment that are essential to dispelling a well-entrenched misperception.

For example, instead of trying to get a fearful public to understand that that food borne-illness is rare and getting rarer, it is better to explain that cooking meat to 160 degrees will kill any microbes worth worrying about. And in the midst of a recall, it is always better to keep it simple and just let consumers know how to identify which products are being recalled and how they can get rid of them, rather than explain the intricate details of which products are risky and which are not.

When it' s a question of safety, perception trumps reality every time. And when it' s a question of perception, emotional appeals that address what consumers feel, rather than what they think, are the surest way to get your messaging back on track.