National Center for Food Protection and Defence Project: Advancing the Robust Case Study II

  • Sellnow, Timothy (PI)
  • Frisby, Brandi (CoI)
  • Frisby, Brandi (CoI)
  • Veil, Shari (CoI)

Grants and Contracts Details


Currently, the Robust Case Study Project engages in media monitoring of food-related events to assess the relationship between agency, organization, and industry communication to media coverage. This research provides generalizable lessons for risk communication practitioners in the broad spectrum of the food industry while offering detailed feedback to those affected by the event (already including the Department of Homeland Security, the Centers for Disease Control and Prevention, the Food and Drug Administration, Dairy Management Incorporated, and the National Pork Board, among others). The project is affiliated with consumer confidence research done by the Systems Strategy team and recall research done by the Event Modeling team. Indepth case studies through the project are developed by: a) assessing the degree to which an agency or organization's messages are reported accurately in broadcast and print media using the Digital Content Analysis Laboratory at the University of Kentucky-with the capacity to make this information available to agencies and organizations; b) evaluating the actions and communication strategies of an agency or organization for adherence to best practices in risk and crisis communication; c) conducting a content analysis explaining points of interest where consumer confidence rises and falls in correlation with foodborne events; d) using experimental design to test the veracity of the best practices in a laboratory setting; and e) assessing the online discussion of events including rumors and intentionality, the shifting levels of repolied outrage, and the relationship between relevant agencies, organizations, industries, and key online stakeholders. Instructional messages provided by agencies, organizations, and broadcast media are also examined through a message testing experimental design to determine the messages' effectiveness in encouraging consumers to take necessary protective actions.
Effective start/end date9/1/108/31/12


  • University of Minnesota: $144,730.00


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