Communicating Complex Issues to Support Decision making: The Case of Agricultural Biotechnology

Transcription

1 Communicating Complex Issues to Support Decision making: The Case of Agricultural Biotechnology Margaret Karembu Director, ISAAA AFRICENTER IFPRI UNCST Workshop on Delivering Agricultural Biotechnology to African Farmers: Linking Economic Research to Decision Making, May 19-21, Entebbe Uganda

2 Organization of Presentation 1. Communication Why the concern? 2. Setting the pace - Biotech Communications Environment 3. The Communication Challenge 4. Preparing for effective Communication 5. Some lessons Communicating with Legislators 6. Way forward

3 ISAAA Not-for-Profit Charity, co-sponsored by public and private sector organizations a pro-choice org. Mission : ALLEVIATION OF POVERTY Share knowledge on crop biotechnology so that the global community is better informed about the attributes and potential of the new technologies Contribute to poverty alleviation by increasing crop productivity and income generation, particularly for resource-poor farmers, and to bring about a safer environment and more sustainable agricultural development, through crop biotechnology. Source: Clive James, 2009

4 ISAAA s Global Network of Biotech Information Centers 20 Operational nodes under the Global Knowledge Center (KC) 7 Future nodes Russia Bulgaria China Mexico *Costa Rica *Cote d Ivoire Egypt *B-Faso Kenya *Nigeria *Pakistan *Bangladesh India *Vietnam Thailand Malaysia Philippines Indonesia Brazil *Chile Argentina South Africa Africenter Mandate Eastern, West and North Africa Dual Knowledge and Experience Sharing

5 Communication: Why should we be concerned? The relationship between science and society is changing Society wants some say on what scientists should do or not do, AND what science products society should use or not use Note: Agricultural biotechnology is an obvious example

6 Biotech Communications Landscape Are you eating science s mistakes? Fantasies, Myths, Fairy tales

7 NETWORK OF OPINIONS Miracle or Monster?? Varied perceptions on risks and benefits - Decision-making Processes!!!

8 Effective Communication A process that involves: (1) Sender and receiver of messages (2) Exchange of meanings (3) Social negotiation & dialogue between & among varied audiences Science communication is not about selling science products but about contributing to development of a science culture, where the public can understand research results and make informed science-based decisions

9 Setting the pace: Situational Analysis of Biotech Communications Environment

10 Where do Majority Stakeholders get information on biotech? Ranked in importance (in East Africa) 1. Mass media electronic & print (radio highly effective) 2. Special interest groups NGOs, industry 3. Special media brochures, newsletters 4. Experts Low 5. Internet Very low Yet internet has been rated very highly in influencing policy!

11 BUT sample these Media headlines Sensational, anxiety

12 2 sided story headlines Conflicting advocacy, public confusion

13 What influences decision-making processes on biotechnology? Socio-economic Political Religious Moral/ethical Cultural Environmental Scientific Note: Science alone is not enough - Need to focus on human attributes as well

14 The Communication Challenge Different information needs for stakeholders Different languages ($, jargon, legal, votes, etc) Perceived interests Lack of transparency/openness Few coherent communication efforts Mind-sets; Proponents vs opponents How do we enhance comprehension? Pack/unpack/integrate

15 ..and who listens to who? Important role of science communicators

16 Ultimately, to facilitate informed decision-making by: Policy-makers, opinion leaders, investors Regulators Farmers Consumers

17 Preparing for effective Communication

18 Key element in an effective outreach and communications strategy Trusted and Credible communicators Content - Credible information sources Communication Tools Multi-media - Messenger - Message - Means

19 Messenger Trusted and Credible How do you establish trust and credibility? i) Being perceived as having the attributes of a trustworthy and credible person/organization ii) Being perceived as having the support of 3 rd parties having attributes of trustworthiness and credibility iii) Being balanced - acknowledging concerns and showing how they are dealt with in biosafety processes

20 What matters most in building TRUST and CREDIBILITY? 15-20% : Dedication and Commitment 50%: Empathy and Caring 15-20% Honesty + Openness 15-20%: Expertise + Competence Note: People want to know that you care before they care what you know! Source: Dr. V. Covello, Center for Risk Communication

21 Message - Content Accuracy Make sure the facts are correct Keep message clear and concise Balance Acknowledge there are potential risks Note that there is no zero-risk in biology! Risk assessment and risk management minimises actual risk Primacy/recency Relevant and Up-to-date content Believable and convincing

22 Packaging the Message to support decision-making

23 1. Message Map Area of Concern Trading in GMOs Key Message 1 Key Message 2 Key Message 3 SF1 SF1 SF1 SF2 SF2 SF2 SF3 SF3 SF3 Message maps are tools for presenting facts and figures on a particular subject in a format that facilitates quick reading and comprehension thus speedy decision making

24 Source: ISAAA Files Msg 1: A technological tool among many to the farmer Msg 2: Simplifies the farmer s agronomic management tasks Msg 3: Offers economic benefits to the farmer Provides livestock Vaccines and diagnostic kits to identify disease causing agents for improved productivity Produces better suited crops to cope with stresses such as soil salinity and drought Offers farmers new benefits such as crops with longshelf life, delayed ripening, improved nutrition and quality In South Africa, smallscale Bt cotton farmers earned higher gross margins of an average of $50 per hectare and a 27% increase in net income Cost saving and production efficiencies lead to higher returns which offset the price of seed raising gross margins Provides varieties that address problems of farmers such as resistance to pests and abiotic conditions (e.g Bt maize, Drought tolerance) The technology is gender responsive. Farmers including women who are the majority can spend more time with the family due to production efficiency and time saved In South Africa, small-scale farmers planting Bt cotton reduced pesticide sprays from 10 to 4 per season. This translated to health benefits to workers, consumers and the environment Studies show that Bt maize has relatively higher returns than non-bt varieties as well as lowered input costs. South Africa increased farm incomes by $56 m between 1998 and 2004

25 2. Policy Briefs A policy brief - outlines the rationale for choosing a particular policy alternative or course of action in a current policy debate Purpose - To convince the target audience of the urgency of the current problem or issue and the need to adopt the preferred alternative or course of action/decision Note: A targeted and focused tool for presenting information in a short- well designed and well-written format that decision makers can read and absorb quickly

26 Acceptance Issues related to Biotech Crops Potential sources of info for Policy Briefs Food safety Is GM food as safe, or safer than conventional Environmental Impact Gene Flow - biodiversity conservation; coexistence Effect on non-target organisms Target specific tech Management of Bt resistance durability - a challenge Ownership of the technology Role of the Private sector, IPR Ethical considerations Impact on INTERNATIONAL TRADE

27 Simplifying the language Recombinant DNA technology Plasmid Gene gun, biolistics Toxin Bt corn Plant improvement Gene carrier Gene delivery system Protein Pest-protected corn

28 Some Lessons - Communicating ag biotechnology to/with Legislators to facilitate decision-making No magic answer!!

29 Operational realities of Parliamentarians as relates to S&T Conflicting policies # ministries (Agric, Environ. Trade etc) Weak science background Limited time to read technical jargon Temporary elected and/or nominated Crisis response demands (science long process, politics - immediate

30 Parliamentarians Conventional functions Law-making Representation Oversight Duties In Reality Major bread-winner for constituents Home-maker Securing employment for electorates Articulating needs of constituents Building infrastructure Paying school fees Hospital bills Funeral expenses Expertise in all professions scientist??

31 Commonly asked Questions by Parliamentarians on Biotech 1. What is there for my constituents? (Products and data NOT probabilities!) 2. What is there for me? (Votes!) 3. How does the country benefit - socio-economic impacts 4. What are the risks involved? 5. Is there adequate human and scientific infrastructural capacity for implementation?

32 Communication Strategies and Approaches used

33 Lesson 1: Invest in good relations with credible media/journalists for increased accurate reporting and influence policy decisions based on sound science 1. Media-Scientists Linkages Media Networks Media is a main source of info for Parliamentarians

34 2. Scientific live shows Lesson 2: Demystify biotechnology issues by exposing parliamentarians to biotech processes & products

35 3. Traveling Workshops Parliamentarians visit to biotech facilities in the country Parliamentarians visit to Bt cotton CFT in KARI MWEA Kenyan parliamentarians visit to S. Africa Parliamentarians visit to a Tree biotech facility Lesson 3: Seeing-is-believing! Study tours enhance appreciation and confidence with the technology and local expertise

36 4. One-on-one Briefing sessions Monthly networking sessions through OFAB; breakfast/lunch meetings; participating in select political rallies Lesson 4. Interpersonal communication very effective in clarifying issues of concern; confidence-building

37 5. Simplified/repackaged IECs Annual Reviews Global Status of GM Crops Policy Briefs Concise, issue-focused Posters Biotech Country Status Pocket Ks Localised/translated Pocket Ks (Local languages) Lesson 5: Improve parliamentarians understanding of biotech/biosafety issues and trends data, cost-benefit ratios, international trends/obligations etc

38 6. Informal meetings with Parliamentary select committees Most relevant Committees for Biotech Agriculture, Lands and Natural Resources Education, Research and Technology Finance, Planning and Trade Health, Housing, Labour & Social Welfare Energy, Communications and Public Works Constituency Development Fund (CDF)

39 Other strategies Identify key opinion leaders/policy influencers - prepare relevant factsheets for quick reference Match experts with champion parliamentarians data-base with diverse, credible resource persons Identify with Parliamentary staff - committee Clerks, research officers: Opportunity to know calendar of Parliament meetings) Parliament Library Biotech information corner

40 Some observed impacts More accurate stories Enactment of Biosafety Act Launch of National Biotech Awareness Strategy BioAWARE- Kenya Increased scientists/media/ politicians consultations Heightened political support

41 Way Forward some good practices Accept and involve stakeholders as legitimate partners Listen to the wider public Speak clearly and with compassion Be truthful, honest, frank, and open Collaborate and partner with credible info sources Meet the needs of the media

42 Plan your Communication APP model Anticipate: List all possible questions on agbiotech Prepare: Message, Messenger, Means Practice: Interviews, public speaking etc

43 The ISAAA Network Centers Thank you! AmeriCenter AmeriCenter, Cornell University, 417 Bradfield Hall, Ithaca NY 14852, USA AfriCenter, c/o CIP, P.O. Box , Nairobi, Kenya India Office AfriCenter SEAsiaCenter SEAsiaCenter, c/o IRRI, MCPO Box 3127, 1271 Makati City, The Philippines ISAAA: International Service for the Acquisition of Agri-biotech Applications