PDF(Pubmed)
Abstract：
A comprehensive benchmarking exercise on current best practices on communication tools and dissemination processes of EU Member State organisations plus Iceland and Norway, selected ENVI EU agencies (EFSA, EMA, ECHA, ECDC), and EU bodies (DG SANTE, JRC, EU COUN) was carried out via an online survey, remote qualitative interviews, and a desk analysis of documents and web content.These current practices have been compiled into a catalogue of communication tools and a guide to their effective dissemination. Both elements are designed to help inform the EC General Plan for Risk Communication (GPRC)andfacilitate a coordinated communication framework at the EU and national level on matters relating to the food chain. The reportsets out a broad overview of the current tools that are commonly used, their intended communication purposes and target audiences. It also describes dissemination channels andmethods to optimise outreach. This work provides a solid platform for EU and Member State bodies to build on going forward. The report should be viewed as a living document that will evolve to meet fast-changing information needs and the requirements of the future GPRC.The catalogue highlights that multimedia tools show relatively high impact scores and high mention rates by the respondents participating in the online survey. Editorial tools are still very important, especially to reach the media. Both physical meetings and events and educational tools have very high impact scores but limited mention rates. All communication tools can be effective if properly designed (i.e. right content and tone of voice for the intended target audience(s) and disseminated through the right channels). Social media and the website are the most used dissemination channels. The reliance on campaigns is widespread as they help achieve a stronger impact on the target audience. Moreover, communication tools supported by best practices in dissemination perform much better and are used by a wider audience than tools that are merely published on an organisation\'s website. A systematic phased approach to dissemination (1. planning, 2. preparation, 3. publication and distribution, and 4. post-publication and distribution) is, therefore, crucial for a successful communication strategy. Effective leverage of amplifiers (planned and prepared in the first two phases) substantially increases communication tools\' outreach in the publication and distribution phase. The usage of Key Performance Indicators, set during the planning phase, allows an organisation to improve both communication tools and their dissemination strategy. Post-publication and distribution is a strategic phase to learn from the outcomes and fine-tune subsequent communication practices.
摘要：
对欧盟成员国组织以及冰岛和挪威的通信工具和传播过程的当前最佳做法进行全面的基准测试，选定的ENVI欧盟机构(EFSA，EMA,ECHA,ECDC),和欧盟机构(DGSANTE，JRC,欧盟COUN)是通过一项在线调查进行的，远程定性访谈，以及文档和网络内容的桌面分析。这些现行做法已编入通信工具目录和有效传播指南。这两个要素旨在帮助告知欧共体风险沟通总计划（GPRC），并促进欧盟和国家层面关于食物链相关事项的协调沟通框架。该报告对当前常用的工具进行了广泛的概述，他们的预期传播目的和目标受众。它还描述了优化外展的传播渠道和方法。这项工作为欧盟和成员国机构提供了一个坚实的平台。该报告应被视为一份活文件，将不断发展以满足快速变化的信息需求和未来GPRC的要求。该目录突出显示，参与在线调查的受访者的多媒体工具显示出相对较高的影响分数和较高的提及率。编辑工具仍然非常重要，尤其是接触媒体。物理会议和活动以及教育工具都具有很高的影响分数，但提及率有限。如果设计得当，所有的通信工具都可以是有效的（即针对目标受众的正确内容和语音语调，并通过正确的渠道传播）。社交媒体和网站是最常用的传播渠道。对竞选活动的依赖很普遍，因为它们有助于对目标受众产生更大的影响。此外，与仅在组织网站上发布的工具相比，由最佳传播实践支持的通信工具表现更好，并且被更广泛的受众使用。系统的分阶段传播方法(1.规划,2.准备,3.出版和发行，和4。出版和发行后)是，因此,对于成功的沟通策略至关重要。放大器(在前两个阶段计划和准备)的有效利用大大增加了出版和分发阶段的通信工具。关键绩效指标的使用，在规划阶段设置，允许组织改进沟通工具及其传播策略。出版和分发后是一个战略阶段，可以从成果中学习并调整随后的交流实践。
