Professional group communication : its place and legitimacy

Louis Orenga, who is in charge of the Centre for information about meat, has had to deal with the recent crises concerning mad cow disease, bird flu and swine flu. How should one manage information and public relations in the face of the potentially devastating effects arising from unfounded concerns ? The media love accusations. Fame-seeking experts are not afraid to reveal catastrophes ; if they appear optimistic, people suspect that they may have a financial gain. Statements on television are controlled in such a way that professionals can only communicate by indirect methods. When there is a crisis, it is already too late to communicate effectively and well. When there is not a crisis, it is not easy to catch the public's attention. However, when professionals communicate, the public thinks it is being manipulated. Louis Orenga, who has had to face these challenges over a number of years, talks about his experiences and suggests ways of getting out of the current situation.