Risk Communication Training for Journalists Under Water Efficient Maize for Africa (WEMA)

1. Risk Communication Training for Journalists Under Water Efficient Maize for Africa (WEMA) Dr. Margaret Karembu (PhD) Director, ISAAA AfriCenter m.karembu@cgiar.org; http://www.isaaa.org/kc 13th - 14thDecember 2011

2. Risk Communication

3. Biosafety …the avoidance of risk to human health and safety to the conservation of the environment, as a result of the use for research and commerce of genetically modified organisms (CBD, Cartagena Protocol)

4. Background and Rationale for Risk Communication in Modern Biotechnology A component of Risk Analysis:(re: Codex Alimentarius Commission 2003)Risk AssessmentRisk ManagementRisk Communication

6. Risk = hazard+ outrage • = potential for harm (e.g. mortality and morbidity statistics) + perception of potential harm • = facts + feelings • = REAL OR PERCEIVED

7. Biotechnology has Generated a Network of Opinions Miracle or Monster? and…varied perceptions on risks and benefits

8. ..and then mass media sensations thro fantasies, myths, fairy tales Are you eating science’s mistakes?? • Creating: • Fear • Anxiety • Outrage • Mistrust

9. Selective listening/reading Hearing things not said Emphasizing the negative Misinterpretations Feelings overrule facts Leading to: Communication Difficulties We cannotnot communicate!

10. Ranked in importance (in East Africa) Mass media – electronic & print (radio highly effective) Special interest groups – NGOs, industry Special media – brochures, newsletters Experts? Websites? Where do Majority Stakeholders get information on biotech? Seeking biotech information from experts is limited • Main Challenge: Lack of Trust and Confidence

11. What is Risk Communication? “A science-based approach for communicating effectively in: • –High concern; • –Low trust; • –Sensitive; or • –Controversial situations.” (ReF: V. Covello, Center for Risk Communication)

12. What is so special about high risk/stress situations? When people are stressed, their perceptions and decisions are influenced by a wide range of factors, knowledge of hazard often being the least important (worth less than 5%)

13. Role of Risk Communication • To reduce the outrage and stress factors in risk perception Ultimately, to facilitate informed decision-making by: Policy-makers; opinion leaders; investors; Regulators; Farmers; Consumers etc.

14. Goals of Risk Communication Helps develop messages that are: 1.Believable – Based on Trust Determination 2. Convincing – Based on Risk Perception Theory 3. Clear and concise – Based on Mental Noise Theory 4. Positive – Based on Negative Dominance Theory Source: Dr. V. Covello, Center for Risk Communication

15. Message: Being Believable Trust Determination Theory • People who are upset are often distrustful • When people think they may lose something, their acceptance of a message is based on trust and credibility

16. What matters most in building Trust and Credibility in low trust and/or high concern situations? : Dedication and Commitment 15-20%: 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

17. Message: Being Convincing The Risk Perception Theory • Many factors affect perception of risk, including: • Worry • Concern • Fear • Anxiety • People who areupset have perceptions of risk very different from scientific experts

18. Message: Being Clear and Concise The Mental Noise Theory • People who are upset have difficulty hearing and processinginformation • In the presence of a perceived threat, there is limited attentionto information and limited ability to process information Note: In science communication Avoid: A+B+C = D Start with solution: D = A+B+C

19. Simplifying language

20. Message: Being Positive Negative Dominance Theory When people are upset… • Negative information carries more weight than positive information • People tend to think negatively

21. Overcoming Negative Information Avoid words like • No • Can’t • Don’t • Never • Nothing • None • CCO principle - Compassion, Conviction, Optimism

23. Steps of GM Safety Balanced perspective Accepts safety F Endorse safety F Experts Shows safety F Experience Regulations Ensures safety F Science F Assures safety

24. Impacts: Economic, Ecological, Cultural, Health, Trade, Food Security, etc Consumers: How they respond, if they are against- find out why and cross check every claim Governance: The Biosafety law, regulations, Biotech policies, etc. Are they facilitative or prohibitive-why? Status: The current status of the GM technology – global, regional, national, counties? Biotech Story angles…examples from the WEMA project

25. The ISAAA Network Centers Thank you! AmeriCenter SEAsiaCenter AmeriCenter, Cornell University, 417 Bradfield Hall, Ithaca NY 14852, USA India Office AfriCenter SEAsiaCenter, c/o IRRI, MCPO Box 3127, 1271 Makati City, The Philippines AfriCenter, c/o CIP, P.O. Box 70 00605, Nairobi, Kenya For more information, contact the SAAA Center near you…