The barcode beeps and the product information flashes into the cash register system. All products sold in stores must have a barcode, but have you ever wondered where the information in these codes comes from?
“It’s a standardized EAN code, and all of these barcodes contain information content defined by GS1, i.e. a unique identification number for the product. That’s what we’re known for, but we also have other themes that it’s good to be able to talk about in the media,” says the communications manager. Terhi Paavilainen From GS1 Finland.
Standards work better the more widely they are used. GS1 Finland's task is to promote the use of global GS1 standards in Finland. In this, Paavilainen has experienced that media communication helps, which is why GS1 went to seek support.
“Internally, we can do a lot of communication, but sometimes I find that I go too deep when I look at things through GS1 lenses. That's when you need an external expert to help you understand what interests journalists,” Paavilainen laughs.
A very important topic for GS1 is traceability and the system built around it. Interoperable Traceability Program. The modern consumer wants to know exactly where their food comes from, and what kind of chain produced the food they buy. GS1 and Promoted's media projects have focused on this very theme.
“We have learned a lot in this project – for example, that it is worth thinking about target media very carefully. Bigger is not always better, but industry media is a good way to target messages. Sometimes you can offer a topic to the regional editorial team of a national media, and that way you can get through well.”
Näkyvyys vauhdittaa myös kumppaniyhteistyötä
Although the issues surrounding traceability have not always been exactly as expected, they have brought a lot of good to GS1. According to Terhi Paavilainen, they are better known than ever, which has made cooperation with large companies in the food industry much easier.
“Cooperation meetings often start with someone saying they have seen GS1 or traceability as a topic in the media. On that basis, it is easier than ever to get all actors involved in development and communication,” says Terhi Paavilainen.
Terhi Paavilainen's 3 tips for media communications:
- Consider your target media carefully. Regional editorial can be an excellent target if, for example, the case interviewee is located in this area. Read more: This is how you identify the right supplier.
- Remember to let stakeholders know that media coverage is coming. This way, media exposure won't come as a surprise.
- The media is sometimes unpredictable. Think about your message and be prepared, but always remember that the journalist makes the decisions regarding their own story.
Extra: Are you able to write a ready-made text for publication yourself? Small media in your field often appreciate your help and are happy to publish expert texts.
