Communicating Risk and Safety Issues of AgBiotech to the Consumers

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C. S. Prakash Center for Plant Biotechnology Research Tuskegee University, Alabama, USA [email protected] www.agbioworld.org Communicating Risk and Communicating Risk and Safety Issues of AgBiotech to Safety Issues of AgBiotech to the Consumers the Consumers

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Communicating Risk and Safety Issues of AgBiotech to the Consumers. C. S. Prakash Center for Plant Biotechnology Research Tuskegee University, Alabama, USA [email protected] www.agbioworld.org. Why communicate?. - PowerPoint PPT Presentation

Transcript of Communicating Risk and Safety Issues of AgBiotech to the Consumers

Page 1: Communicating Risk and Safety Issues of  AgBiotech  to the Consumers

C. S. PrakashCenter for Plant Biotechnology Research

Tuskegee University, Alabama, USA

[email protected]

www.agbioworld.org

Communicating Risk and Communicating Risk and Safety Issues of AgBiotech to Safety Issues of AgBiotech to

the Consumersthe Consumers

Communicating Risk and Communicating Risk and Safety Issues of AgBiotech to Safety Issues of AgBiotech to

the Consumersthe Consumers

Page 2: Communicating Risk and Safety Issues of  AgBiotech  to the Consumers

• Fate of agricultural biotechnology hinges on how it is perceived by the policy makers and the public

• We can help provide information so the stakeholders can make informed choices and pave way for enabling policies

Why communicate?

Page 3: Communicating Risk and Safety Issues of  AgBiotech  to the Consumers

Why Public Anxiety with Biotech Why Public Anxiety with Biotech CropsCrops??

Why Public Anxiety with Biotech Why Public Anxiety with Biotech CropsCrops??

• Societal Concern About Biotech is Understandable• Strong Assurance of Safety Needed• Unfamiliar with the Technology• Benefits Not Clear• Lack of Reliable Information• Unaware of Safeguards• Negative Media Opinion• Opposition by Activist Groups• Mistrust of the Industry

Scientific Community must address public concerns and communicate the value of this technology effectively

Page 4: Communicating Risk and Safety Issues of  AgBiotech  to the Consumers

We need a good understanding of issues to communicate effectively

• Understand the agricultural context and history• Explain the benefits of the technology • Understand the regulatory review process•Be aware of concerns and criticisms • Address arising issues rapidly

Page 5: Communicating Risk and Safety Issues of  AgBiotech  to the Consumers

Key PointsKey Points

• Genetic Modification has been practiced successfully for centuries and Crop Biotechnology is the most recent method

• Concerns about commercial biotech crops are based on perceptions, not on fact

• There are many sources but emphasis should be given to scientific and regulatory authorities

Page 6: Communicating Risk and Safety Issues of  AgBiotech  to the Consumers

•Understanding the rigorous biotech crop development process helps to ease concerns

•Confidence in a science-based regulatory process can help to improve biotechnology acceptance

•Positive economic and environmental impacts are driving biotech crop adoption

•Pipeline products offer consumer benefits

Page 7: Communicating Risk and Safety Issues of  AgBiotech  to the Consumers

Acceptance of science and technology

Acceptance of science and technology

• The public is often skeptical, even fearful of scientific advancements – not because those advancements are inherently risky—but because people generally are unable to critically evaluate innovation on the basis of available information

• There is a growing sector of society that mistrusts science, new technology, and those that profit by innovation

Page 8: Communicating Risk and Safety Issues of  AgBiotech  to the Consumers

“The greatest challenge facing mankind is the challenge of distinguishing reality from fantasy, truth from propaganda” Michael Crichton

"We've arranged a global civilization in which most crucial elements profoundly depend on science and technology. We have also arranged things so that almost no one understands science and technology. This is a prescription for disaster“ Carl Sagan

“… the public will always believe a simple lie rather than a complex truth" Alexis, Comte de Tocqueville, 1885-1959

Page 9: Communicating Risk and Safety Issues of  AgBiotech  to the Consumers

Questions about the safety of biotech crops…

Questions about the safety of biotech crops…

• Misunderstanding of genetic modification• Process of genetic engineering with genes

from various sources• Ignorance of risk assessment and regulation• Misleading information promoted by activist

groups• Sensational stories in the media• Mistrust of multinational corporations• Lack of direct consumer benefits

Page 10: Communicating Risk and Safety Issues of  AgBiotech  to the Consumers

Delaying technology….Delaying technology….Consequences?Consequences?

Delaying technology….Delaying technology….Consequences?Consequences?

Societal• Hunger / Food security• Nutrition and health• Dependence on ag chemicals• Protection of wilderness areas

and rain forests• Preservation of natural resources

– soil, water, and petroleum• Rising greenhouse gases / Global

warming

Page 11: Communicating Risk and Safety Issues of  AgBiotech  to the Consumers

Myths and MisinformationMyths and Misinformation No Benefit to the Consumer Not Adequately Tested or Regulated Only Big Corporations Does Not Benefit Small Farmers No Reduction in Pesticide Usage May Harm the Environment Risks are Unknown; Cannot Recall Europeans are Not Using it Farmers Are Rejecting It

Page 12: Communicating Risk and Safety Issues of  AgBiotech  to the Consumers

Risk and HazardRisk and Hazard

• Hazard is the potential to cause harm

• Risk is the likelihood of harm

Sound and thoughtful risk communication can assist public officials in preventing ineffective, fear-driven, and potentially damaging public

responses to controversial scientific issues

Page 13: Communicating Risk and Safety Issues of  AgBiotech  to the Consumers

Risk Perception by the PublicRisk Perception by the Public

RISKS PERCEIVED TO . . . ARE MORE ACCEPTED THAN . . .

be voluntary risks perceived as being imposedbe under an individual`s control risks perceived to be controlled by othershave clear benefits risks perceived to have little or no benefitbe distributed fairly risks perceived to be unfairly distributedbe natural risks perceived to be manmadebe statistical risks perceived to be catastrophicbe generated by a trusted source risks generated by an untrusted sourcebe familiar risks perceived to be exoticaffect adults risks perceived to affect children

(Source: U. S. Dept of Health and Human Services)

Page 14: Communicating Risk and Safety Issues of  AgBiotech  to the Consumers

Myths of Risk CommunicationMyths of Risk Communication

• Myth: Risk communication is more likely to alarm than calm people.• Truth: Not if done properly. Educate and inform, don’t simply alert and

alarm • Myth: Communication is less important than education. If people knew the

true risks, they would accept them.• Truth: Education is achieved through effective communication. • Myth: Many issues that arise in times of crisis are too difficult for the

public to understand.• Truth: No, they aren’t. Part of your job is to help the public understand

these issues no matter how complex they may be. • Myth: Risk communication is not my job.• Truth: Yes, it is. As a public servants or scientists, you have a

responsibility to the public. • Myth: If we listen to the public, we may divert limited resources to

concerns that are not a great threat to public health.• Truth: The better informed people are, the more likely it will be that the

public’s and your opinions on priorities are aligned.(Source: U. S. Dept of Health and Human Services)

Page 15: Communicating Risk and Safety Issues of  AgBiotech  to the Consumers

Seven Cardinal Rules of Risk Communication Seven Cardinal Rules of Risk Communication

• 1. Accept and involve the public as a legitimate partner.

• 2. Plan carefully and evaluate your efforts.

• 3. Listen to the public's specific concerns.

• 4. Be honest, frank, and open.

• 5. Coordinate and collaborate with other credible sources.

• 6. Meet the needs of the media.

• 7. Speak clearly and with compassion.

Source: Seven Cardinal Rules of Risk Communication. Vincent T. Covello and Frederick H. Allen. U.S. Environmental Protection Agency, Washington, DC, April 1988, OPA-87-020.

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Towards Informed Decision-Towards Informed Decision-MakingMaking

Towards Informed Decision-Towards Informed Decision-MakingMaking

•Workshops and Forums•Liaison With Policy Makers •Media Forum•Dialog Among Relevant Stakeholders•Regional Networking•Sharing of Information

Page 17: Communicating Risk and Safety Issues of  AgBiotech  to the Consumers

What Can Scientists Do?What Can Scientists Do?

• Write Commentaries, Op-Eds• Regulatory and Legislative process• Public Forums; Community • Respond to Misinformation• Letters to The Editor• Network with Reporters• Return Phone Calls ASAP• Refer to Other Experts• Keep it Simple and Focused; Avoid

Misquotes• Power of Metaphors

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Art and Science of Communicating

Art and Science of Communicating

• Place the issue in context• Story telling• Use Examples that they can relate• Power of metaphors• Respectful of audience• Use humor but in a measured manner• Avoid negative terms (GMO;

Contamination)

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Which maize do you want to feed your Children?Which maize do you want to feed your Children?

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Communicating…Communicating…

• Be Straightforward• Keep it Simple• Sound bites - Media loves them• Be quick to respond• Use trustworthy, well known public figures• Show passion, excitement and conviction

(Countering emotion with reason)

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Communicating….Communicating….

• Build on concerns, knowledge and values of the audience

• Not one-way communication but interaction

• Network with journalists

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How Can We Move Ahead?How Can We Move Ahead?• Honest Open Communication• Transparency• Building Trust in Regulation• Education of Issues

•Insist on the facts•Informational, not advocacy•Work through credible alliances•Communicate benefits and safety•Build trust in the technology•Address questions/concerns

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• Emphasizing the long-term benefits of basic research

• Presenting information in a marketing-style format

• Highly technical presentations

• Utilizing poorly delivered or prepared material

• Being overly generalized or overly specific • Inability of speaker to respond effectively to concerns

Communication approaches That don't generally work

(Source: Dr. Martina McGloughlin, UC Davis)

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How much trust would you have in statementsHow much trust would you have in statementsabout food biotechnology made by…?about food biotechnology made by…?

37%

36%

30%

29%

29%

30%

28%

30%

16%

16%

13%

9%

7%

50%

50%

55%

55%

55%

53%

55%

52%

51%

49%

49%

52%

46%

87%

86%

85%

84%

84%

83%

83%

82%

67%

65%

62%

61%

53%

A lotSome

American Medical Association

American Academy of Pediatrics

Farmers and farm groups

American Dietetic Association

Environmental ProtectionAgency

Food and Drug AdministrationIndependent researchers and

scientists

Department of Agriculture

Environmental groups like Sierra Club

Consumer advocates such asNader

Greenpeace

Grocers and grocery stores

Food manufacturing companies

Source: KRC Research , September 1999

Page 25: Communicating Risk and Safety Issues of  AgBiotech  to the Consumers

History of Technology Adoption

History of Technology Adoption

• Resistance to Innovations Related to Food• Pasteurization, Canning, Freezing, Microwave

• Certain Innovations Not Readily Accepted• Recalcitrance to Adopt (Dvorak v/s QWERTY)• Entrenched Economic Interests (Metric in US)• Ideology & Politics (Plant Breeding- Soviet Lysenko)• Exaggerated Notions of Risk (Food Irradiation)• Initial Scare and Misinformation (Saccharine, MSG)• Ill Timed Introduction

• Conflict with Societal Values and Beliefs

Change is Inevitable, Progress is Optional

Page 26: Communicating Risk and Safety Issues of  AgBiotech  to the Consumers

More Information…More Information…

www.agbioworld.owww.agbioworld.orgrgwww.agbioworld.owww.agbioworld.orgrg