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Australasian Biotechnology (backfiles)
AusBiotech
ISSN: 1036-7128
Vol. 11, Num. 1, 2001, pp. 28
Untitled Document

Australasian Biotechnology, Vol. 11 No. 1, 2001, pp. 28

BIOTECH COMMUNICATION

GMOS - GUIDING MEDIA OPPORTUNITIES

Paula Fitzgerald

Code Number: au01010

The Christmas silly season saw many a frivolous media story, but few focused on the potential for a genetically modified (GM) turkey or a GM Christmas tree with in-built needle retention.

This is somewhat of a pleasant change from previous years when journalists took advantage of the quiet news period to compile a story containing a few fictitious GM characters.

Why didn’t gene technology make the headlines over the Christmas break? Well, a new angle would perhaps have been difficult.

The Gene Technology Bill was passed through Parliament in early December - finally providing Australia with a cohesive regulatory framework.

In addition, GM food labelling laws were gazetted in early December - meaning that by 8 December this year, 2001, all GM foods must be labelled. Gone are the headlines of voluntary regulations and no consumer choice.

After many years of negotiation, Australia has a solid regulatory framework in place that will allow for greater consumer confidence. This comes at a time when we will start progressing beyond GM cotton, and see more products hitting the shelves, or at least in the first instance, the paddock.

This will be coupled with further media interest.

Biological warfare - “Killer Virus Created in Error” 

(The Australian 12/1/01)

In mid-January, gene technology and science hit the front page of most metropolitan newspapers across Australia, with the news that scientists from the CRC for Pest Animal Control had discovered a virus - a potential biological warfare weapon.

The same story also reached international media and created much discussion overseas. Those of us involved in the debate drew breath for the first few hours and monitored the story’s progress.

The outcome - all in all the story was a media success. This was the result of much effort on behalf of those involved, and included the following critical factors for success:

  • Trained media spokespeople
  • Experts from various fields and backgrounds - including the CRC Director, a CSIRO spokesperson (the Chief of CSIRO Division and former deputy head of a United Nations team that investigated the development of biowarfare agents in Iraq following the Gulf War), and CRC partner spokespeople
  • A regularly updated website including media reports, background information and contact details (see http://genetech.csiro.au/MouseVirus.html)
  • A well-constructed and detailed media release with agreed statements, supported and reinforced by spokespeople.

The story was so well managed that even gene technology opponents were found congratulating the scientific team on coming forward and reporting their results as a means to encourage ongoing community debate.

Media opportunities

What makes a good media opportunity? How and when do you create a media opportunity? Should you create an opportunity of is it more appropriate to let the issue/event pass unnoticed?

Gene technology is something we can no longer afford to ‘hide’ from the public. The consumer and in particular, the media, have shown great interest in the subject and will continue to do so. Open and on-going debate is critical and for this we need to create as many media opportunities as possible.

Whether it is a ‘good news story’ or a major issue, those involved need to be open, honest and transparent. Issues must be managed, and the facts as they are known at the time must be communicated. In the event of an issue or crisis, regular updates must be provided to the public through the media.

Spokespeople need to be available at all times and in a real crisis, the nominated crisis team should meet regularly to be briefed, re-evaluate the situation, and if necessary, issue updated media statements.

The steps taken by the Pest Animal Control CRC are a good example of how to manage an issue. It is also critical that all parties involved (and all associated networks) are consulted and briefed on the issue prior to the media story breaking.

With regulation and food labelling laws now established in Australia, 2001 is shaping up to be a good year for gene technology. If this is supported by regular good new stories - from all biotechnology fields - and well-managed issues, GMOs should become synonymous with Good Media Opportunities.

Agrifood Awareness Australia is an industry initiative, established to increase public awareness of, and encourage informed debate about, gene technology.

For further information info@afaa.com.au or (02) 6273 9535.

Copyright 2001 - AusBiotech

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