I’ll always go content over style by about 60-40, but getting the facts right is only one part of effective food safety risk communication.

Tell that to the Chinese.

Chen Junshi, a member of the Chinese Academy of Engineering at the China National Center for Food Safety Risk Assessment, told an international seminar Monday that “a branch specialized in food safety risk communication with the public has been formed as well under (an) expert committee.”

Chen added that it is very important to deliver the right message on food safety to the public.

Uh-huh.

Decision makers, as shown by the establishment of the communications branch, have begun to recognize the significance of helping the public form a rational perception of food safety issues, Chen said.

Doomed to fail.