Dr. margaret karembu - The biotech communiciation landscape

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The communication landscape for biotechnology has increasingly gotten complicated.Information moves from one point to the next so fast thanks to the internet, the public is demanding more transparency of the work scientists are conducting in biotechnology and there is an emerging and more organized propaganda machinery aiming to discredit biotechnology.So are the players in the sector making the right moves?Dr. Margaret Karembu, Director ISAAA AfriCenter explains all this in the presentation.

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Dr. margaret karembu - The biotech communiciation landscape

  1. 1. Biotech Communication Stakeholders Experience-sharing workshop Margaret Karembu, PhD Director, ISAAA Africenter m.karembu@cgiar.org VIRCA II Communication Strategy 14th September 2012, Nairobi, Kenya
  2. 2. Setting the PaceBiotech Communications Landscape I SAAA The Fantasies/Fairy tales The Reality
  3. 3. The Networked World Information Epicenter Europe Node (5 people; $350K Annual budget) Africa Node ISAAA Crop Biotech Update Files
  4. 4. Biotechnology has generated a network of opinions Miracle or Monster? and…varied perceptions on risks and benefits
  5. 5. Then…non-verbal communications shaping perceptions I SAAA
  6. 6. Non-Verbal Communication.. colour scheme? I SAAA
  7. 7. Response from Chairman Parliamentary Committee on Agriculture I SAAA
  8. 8. ..and then mass media sensations thro fantasies, myths, fairy tales Are you eating science’s mistakes?? Creating: Fear Anxiety Outrage Mistrust
  9. 9. Leading to: Communication Difficulties • Selective listening/reading • Hearing things not said • Emphasizing the negative • Misinterpretations • Feelings overrule factsWe cannot not communicate!
  10. 10. Reading from the same script… …but reading different messages Workshop rationale.. 10 Source: Jane Gitau, ILRI
  11. 11. General ObjectiveShare experiencesin communicating various biotech projects, identify areas of possible convergence, messaging and partnerships

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