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CVM Communications

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

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CVM Communications

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

  2. Center for Veterinary MedicineChallenges ► 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

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

  4. Persuasive Communication ► Recall Notices ► Warning Letters ► Untitled Letters

  5. Persuasive Communication CriteriaWhat 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

  6. 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?

  7. 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?

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