Using education as a public relations tool for biotechnology

The advances in the biotechnology industry, and in biosciences research are impressive by any measure, but it is not sufficient just to continue to make spectacular scientific breakthroughs. It is important that the general public is assisted to keep up with the pace of technological change. Some efforts have been made, but they have not been enough. A public relations strategy is required. The biotechnology industry needs to influence public opinion as well as lead discovery. The aims of a public relations campaign should not be just to inform and convince legislators and regulators, but should target the average consumer of the 21st century. There are two areas where the science community must direct its attention if the international public is to be brought along on this biotechnological odyssey: the compulsory school sector – including teachers, students and policy makers; and key sector groups that can be specifically targeted such as farmers, indigenous peoples, horticulturists, food sector people, health professionals, and in particular, the recently retired. If the potential of biotechnological advances is to be realised, scientists must be proactive in educating the general public. This will also involve educating the educators. No amount of public education will completely remove the opposition to genetic engineering, but with an educated public there is an increased opportunity for a fair debate and scare tactics, half-truths and innuendo will gain less traction.