Communicating with the public at large: expectations, frames

and 'impacts’

Frans van Dam

28-09-2012

The Minister (January 2001):

• “The cabinet sees mordern biotechnology as a key technology ….”

• “… clarify under what conditions food biotechnology is socially acceptible.”

• “… the public debate is a good approach for the people to consider whether and when biotechnology developments are acceptable”

At our disposal

• Committee• Staff (6 p) + consultancies• 4,5 M€• 10 months (March – December 2001)

Report:

• exchange of information• awareness raised• recommendations to government

But:• Did the debate make a change?• Was ‘the debate’ improved

Lesson 1: Meaningful concepts

• GMO pros & cons

• Food production• Sustainable agriculture• Food related concerns

– Pesticides– Additives– ….

Lesson 1

Lesson 1

Lesson 2 Impact

• Do not aim too high!• Objectives: as SMART as possible• Consider qualitative effects as well

Lesson 3: target group

• The ‘public at large’ does not exist• Choose your target well

Lesson 4: Test, test & test

• If possible: pre-test your materials• Look for qualitative data