Table 4 Interview schedule to be used in the study Trust makers, breakers and brokers: building trust in the Australian food system
From: Trust makers, breakers and brokers: building trust in the Australian food system
Group | Example questions |
|---|---|
Media | • What would make this story newsworthy? |
• Would you run with this story? Why or why not? | |
• What is the immediate story? What are the underlying issues that the media would follow up? | |
• What key words would you put in your headline? What angle would you take on the story? | |
• What sources would you seek and why? | |
• What would you draw on to frame/ anchor the story? | |
• What risks would you identify in this case that you would seek to convey to consumers? | |
• What reaction would your story elicit in consumers? | |
• What impact do you see your story/ reporting having on consumer trust? | |
Public relations officials | • Discuss the extent to which this is a realistic scenario |
• Discuss whether this scenario is likely to be significant issue for the company concerned. If so, what features are salient? | |
• How would you respond to a situation like this? | |
• Are issues of public trust or confidence in the food supply considered in dealing with this issue? What would you do in this situation to facilitate trust with consumers? | |
• What responsibility do you think, if any, that media consider when publicising this story? | |
Policy makers | • To what extent is this a realistic scenario? |
• Is this situation likely to be significant issue for the company concerned? Why or why not? What features are salient? | |
• How would you respond to a situation like this? | |
• How important is trust in food policy setting and decision making? | |
• What specific mechanisms are used by policy makers to enhance consumer trust in the food system? | |
• What processes of trust building currently exist between policy makers and consumers? What are the strengths and weaknesses of these current processes? | |
• How could policy be used to facilitate building and maintaining consumer trust? | |
• Do you use social media to communicate with consumers (for example in order to inform them of policy)? Why or why not? Are you targeting a particular consumer group? | |
• What platforms (Facebook, Twitter, blogs, other) do you use? When do you use them? |