Risk Communication Training for Journalists Under Water Efficient Maize for Africa (WEMA) Dr . Margaret Karembu (PhD)

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. Training Overview • Biotech Communications Landscape • Reflections on Effective Biotechnology reporting • Media Challenges in Reporting Biotechnology (Group work) • Risk Communication in Biotechnology and Biosafety • Field visit to Kiboko – development ofbiotech stories • Evaluation

3. This is ISAAA (www.isaaa.org/kc) International Service for the Acquisition of Agri-biotech Applications Biotech Communications Knowledge-sharing Process Documentation Technology transfer e.g. TC Banana; ClonalForestry Enabling Policies Not-for-Profit Charity, co-sponsored by public and private sector organizations Mission : ALLEVIATION OF POVERTY; PRO-CHOICE ORGANISATION

4. The ISAAA Network Centers Global mandate AmeriCenter SEAsiaCenter SAsiaCenter AmeriCenter, Cornell University, 417 Bradfield Hall, Ithaca NY 14852, USA AfriCenter SEAsiaCenter, c/o IRRI, MCPO Box 3127, 1271 Makati City, The Philippines AfriCenter, c/o CIP, P.O. Box 70, 00605, Nairobi, Kenya ISAAA: International Service for the Acquisition of Agri-biotech Applications

5. ISAAA’s Global Knowledge Sharing Initiative 23 Biotech Information Centers (BICs

6. ISAAA Crop Biotech Update E-Newsletter Recipients January 2001 – December 2009 • Includes recipients of CropBiotech Update translations in Arabic, Bahasa Indonesia, Bangla, Chinese, French, Italian, Portuguese, Spanish, Thai, Japanese and Vietnamese • Does not include subscribers to other list serves that pick up articles from the CropBiotech Update; estimated at 30,000 Source: Clive James, 2009

7. Knowledge Sharing with Global Society Impact of ISAAA Annual Global Status Review Most current: ISAAA Briefs No. 42 – “Global Status of Commercialized Biotech/GM Crops: 2010” Source: Clive James, 2010

8. A critical mass of Journalists skilled in effective science communication to help demystify modern biotechnology issues Enhanced sources of information (and trust) in interacting with scientists and experts Informed science-based debates to guide decision making and acceptance of biotech products Expected Outputs

9. Biotech Communications Landscape

10. Setting the Pace - The operating environment The Fantasies/Fairy tales The Reality

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

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

13. 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

14. Establish your credibility: remember you are starting from a disadvantaged position: scientist don’t trust journalists! Homework : This can never be underestimated especially in a specialized area like biotech Keep track of the relevant research institutions Don’t ignore secondary sources like TV documentaries Getting Started: General Tips on Biotech Reporting

15. Understand the Subject: It is a new frontier. For instance GOLDEN BEAN MOSAIC VIRUS RESISTANCE Understand impacts of the technology: is the technology delivering on its promises? Check it out – Field visits Avoid polemics: there are two opposing view points. Don’t be a conveyor belt: Demystify, unpack the debate. Skills for Biotech Reporter

16. Skills for Biotech Reporter… • Beware of national and international instruments: Familiarize with policies, laws and regulations • Exude professionalism: Pay attention to detail, accuracy, balance, fairness, objectivity, factuality, etc. Don’t just report controversy for its sake just to sell yourself • Know the story angles: e.g. The political, social, ethical, economic, - how it can help; its pros and cons

17. No single, universal definition Has diverse applications with a range of meanings and connotations depending on who is defining it Frequently, a working definition is derived by a group depending on the context of their operations Definitions of Biotechnology

18. Message….. Adopt/derive a working definition based on the context of your operations Journalist Teacher Researcher Extension officer Academician Businessman Farmer

19. Biotechnology – Derived from a combination of 3 words • Bios= life • Teuchos= tool • Logos = 'study of' or ‘essence of’ • Literally means: “the study of tools from living things.” “Any technological application that uses biological systems, living organisms, or derivatives thereof, to make or modify products or processes for specific use” (Convention on Biological Diversity)

20. There are different OPTIONS to improve the agriculture sector Indigenous knowledge Organic farming Plant breeding Some tools in agriculture Biotechnology Variety selection Conservation tillage Sustainable resource management Integrated pest management Note: Biotechnology provides tools; NOT a SYSTEM and will not replace traditional agriculture

21. Biotechnology provides a set of tools: • Gene transfer • DNA detection • DNA fingerprinting • Genome analysis • Genome libraries • Cell culture • Tissue culture, etc. • Gene cloning

22. Bread 3000BC Domestication of plants 8000BC Brewing / Fermentation 6000BC Cheese / dairy products 1000BC Plant breeding / Seed trading 1742 Cell theory - 1839 Leeuwenhoek (Bacteria) 1683 Mendel’s laws 1865-1901 Plant tissue cultured 1922 - 1934 Bt discovered - 1901 Discovery of Agrobacterium - 1907 Biotechnology: A journey of more than 10,000 years…

23. Watson & Crick DNA double helix Schell & Van Montagu Discover plasmids in A tumefaciens 1974 Plant tissue cultured 1922 - 1934 1st virus free plants 1953 Clone Bt toxin gene 1981 1st transgenic plants 1983 Human insulin produced 1982 Virus resistance 1986 Herbicide resistant soybean, maize, canola The future Bt cotton field trials Bt cotton commercialized 1996 Biotechnology: The journey…

24. 160 Total Hectares Industrial 140 Developing 120 100 80 60 40 20 0 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2010 Adoption Highlights GLOBAL AREA OF BIOTECH CROPS Million Hectares (1996 to 2010) 29 Biotech Crop Countries A record 15.4 million farmers, in 29 countries, planted 148 million hectares (365 million acres) in 2010, a sustained increase of 10% or 14 million hectares (35 million acres) over 2009. Source: Clive James, 2010.

25. Pakistan Myanmar Sweden Chronology of Countries Approving Planting of Biotech Crops 1996 - 2010 Costa Rica USA Argentina Canada China Australia Mexico India Colombia Honduras Bolivia Burkina Faso Egypt South Africa Spain Portugal Romania Uruguay Germany 1 Billion Hectares Chile Poland Slovakia Paraguay Czech Republic Brazil Philippines Source: Clive James, 2011

26. Biotech Crop Countries and Mega-Countries, 2010

27. Modern Biotechnology is Multidisciplinary and Multifaceted Biochemistry Chemical and Process engineering Computer Science and statistics Microbiology Molecular Biology Cell biology Genetics Modernbiotechnology Diagnostics Drugs Bioremediation Livestock Crops Vaccines Agricultural Biotechnology Health Biotechnology Environmental Biotechnology

28. 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 laws, regulations, Biotech policies, etc. Are they facilitative or prohibitive-why? Status: The current status of the GM Bean in Brazil Biotech Story angles…examples from the GM bean

29. Why Scientists are reluctant to talk to media: Misunderstood Misquoted Quoted out of context So, earn their trust! Tip on dealing with experts

30. How do you Earn Trust? Conduct background research: It is the key to a successful interview Know your source: Find out if he or she has published anything on the subject Know the subjects well: It will make you confident and also able to detect inconsistencies, fact, or propaganda Diversify your perspectives: This will help you to identify the many aspects of the story Review existing stories: This will give you insight into how someone else treated the same story and help enrich yours Prepare well before interview: Will make you calm, spontaneous and conversational-be accurate, factual

31. To earning trust, ask your self: Is my story credible, accurate and balanced? Have I established the credibility of my primary source? Have I cross-checked my facts with other reputable sources? Does my primary source represent mainstream scientific thinking on the issue involved? If it is a report, what is the basis of the story? Are the headlines, photo images, and graphics consistent with the findings and content of your story?

32. Have I applied a healthy skepticism in my reporting? Have I used hyped or loaded terms in the headline or text to attract public attention e.g. ‘Frankenstein’, ‘silver bullet’ etc. What is in it for the source? Is there a conflict-of-interest? To earning trust, ask your self:

33. Does my story provide solutions? Have I sought and included practical solutions? e.gBiosafety…of GM Bean Are their guidelines to dealing with such issues? If so, have I included them? Have I included places, contacts etc. where stakeholders can obtain further information? To earning trust, ask your self:

34. Is my story pegged on scientific principles? Am I aware of the difference between evidence and opinion? If not, have I consulted expert sources? Am I familiar with methods of scientific inquiry? Have I understood and communicated that science is evolutionary, not revolutionaryin nature? To earning trust, ask your self:

35. Will my story enhance public understanding? Is the story credible enough to warrant public attention? With the information I have provided, will the public be able to assess the impact of the topic? Have I explained this? To earning trust, ask your self:

36. Some Biotech Myths You can obtain more information on myths fromwww.isaaa.org/kc

37. Risk Communication

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

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

40. 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)

41. 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%)

42. 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.

43. 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

44. 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

45. 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

46. 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

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

48. Overcoming Negative Information Avoid words like • No • Can’t • Don’t • Never • Nothing • None • Never loose your temper- it means loss of control!

49. APP model Anticipate: List all possible issues on biotech Prepare: Message, Messenger, Means (3M) Practice: write stories, develop articles, engagement experts! Group work Best Practice Being proactive than reactive!

50. 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…