CVM Communications Presented by Laura Alvey Deputy Director, Office of Communications Center for Veterinary Medicine Risk Communication Advisory Committee.

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Presentation transcript:

CVM Communications Presented by Laura Alvey Deputy Director, Office of Communications Center for Veterinary Medicine Risk Communication Advisory Committee Meeting Rockville, Maryland August 14, 2008

Center for Veterinary Medicine Challenges ► CVM is the smallest of FDA Centers ► Regulates a wide range of products such as animal drugs, cloning, genetically engineered animals, BSE, growth hormones for animals and medicated/non- medicated feed (includes pet food) ► Much of the public and even industry not familiar with CVM

Non-Persuasive-Informative Communication ► CVM Website (brochures) –NSAIDS for Dogs –Cloning –Pet Food ► Newsletter – FDA and the Veterinarian ► Annual Report ► CVM Update ► Consumer Articles ► Exhibits ► Public Meetings

Persuasive Communication ►Recall Notices ►Warning Letters ►Untitled Letters

Persuasive Communication Criteria What Do We Consider? ►Surveillance ►Look for trends/patterns in reports ►How confident are we in the information? ►What is the potential for public harm? ►Risk/Benefit ratio ►Typically targeted towards industry

How Can We Best Serve Our Stakeholders (consumers, Veterinarians, Animal Healthcare Producers, Feed Industry, Etc.) in Providing Timely and Important Information? ► What vehicle (web, radio, TV, print, etc.) provides the optimum exposure? ► Does the target audience determine the type of document/product? ► How can outside groups participate in disseminating our message?

Persuasive/Non-persuasive Communication Challenges ►How do we balance the need to communicate early while issues are still emerging without causing undue alarm or damage to a business or industry? ►What are the best techniques for conveying an “emerging and/or uncertain issue”? ►How do you practice follow-up as the issue unfolds, i.e. how often do you communicate, how do you come to closure, etc?