As part of RD day and the RD day blogfest, each of the International Food Information Council Foundation's RDs is highlighting a key message and also what we've learned about messaging as communicators. Visit our main blog page for all 5 posts and see below for links to other blogfest participants.
By: Wendy Reinhardt Kapsak, MS, RD Date: 3/9/10
If I had to choose a nutrition message I would tell dietitians to make your messages have real I.M.P.A.C.T
As any dietitian can attest, being at a dinner party with friends can lead to some interesting conversations about food and nutrition. Frankly, sometimes, I purposely don't let people know my status as food and nutrition professional; sometimes, I just want to enjoy my food (you know - keep your head down - don't make eye contact). Still, other times, I cannot help myself, and easily get roped into some lively chatter about what we all should be eating...but are not.
Tell Me More or Say More with Less?
As a dietitian at the International Food Information Council Foundation, I do a lot of consumer research to find out if what we want to say as nutrition and health professionals would be helpful for consumers to hear. Consumers are exposed to a plethora of health and nutrition information from various sources—family, friends, professional colleagues, the media, and the Internet, among others. Although many of these sources offer well-meaning diet and health advice, conflicting recommendations and the absence of proper context can result in confusion (or at the very least lively dinner chatter). As the food and nutrition experts with the science-base and training to back up what we have to say, our role is often helping to clarify mixed messages and tailor the information according to consumers' specific needs and circumstances.
Give the People What They Want…and Make It Taste Good
In other words, say what we as dietitians want to say but in ways that consumers actually want to hear it. Based on many years of consumer research, the same recipe for creating appealing consumer messages continues to surface. Consumers have told us that they are looking for the following ingredients related to food and nutrition advice:
• Be positive
• Keep it short and simple
• Create it just for me
• Make it specific and manageable
• Provide the payoff
• Talk food -- NOT “nutrition science”
• AND most importantly …Make it FUN!
Dishing Up and Delivering Messages with I.M.P.A.C.T
My Message to my fellow dietitians: Follow the recipe above (add your own level of spiciness) and dish up and deliver food and nutrition messages with real I.M.P.A.C.T. Here are some ideas for having…
Insightful – Say it simple
Motivating – Provide the payoff and maximize potential motivators (such as: appearance, healthy family, being a role model for kids, and averting future health issues)
Positive – Encourage and empower; most consumers are tired of hearing what not to do
Action-Oriented – Provide the how-to (not just the what)
Context and Choices – Facilitate and coach implementation
Tailored and Tested By Science – Personalize appropriate for specific population
Can Dietitians Have Real I.M.P.A.C.T.? Absolutely. Everyday…even at dinner parties.
Other RD Blogfest posts:
Beyond Prenatals (Debra) - Vitamin D in Pregnancy and Beyond
Sandra Meyerowitz, MPH, RD, LD - Changes Worth Making Take Time
Carrie Miller - What Nebraska Dietitians Are Saying
National Dairy Council- Nutrient-rich foods build a healthy diet
Janel Ovrut MS RD LDN - My Top Tips for Registered Dietitian Day!
Heather Pierce, MS, RD, CDE - Enjoy Food
Robin Plotkin, RD, LD - Give a Kid a Fish, Feed Him for a Day. Teach a Kid to Fish, Feed Him for Life
Elizabeth Rahavi, RD - The Art of Nutrition Messaging
Shelley A. Rael, MS RD LD - Food Is LIFE, Nutrition is HEALTHY Life
Kerry Robinson, RD - A Food Safety Message with IMPACT
Marianne Smith-Edge, MS, RD - RDs are the Premiere Food and Health Communicators
Kris Sollid, RD - Unintended Consequences of Simple Messaging
Angie Tillman, RD, CDE, LDN- Take Time to Care for Yourself