Agricultural inputs and genetics represent challenging barriers between producers and consumers. Today’s consumer is seeking information about their food, and this is a great opportunity to increase knowledge about how it is produced. However, the public also has instant access to less-than-credible information from the internet, print media, and documentary films that clouds scientific discussion of food and farming. Few agricultural and scientific experts step into the role of communication with the public, leaving the space to be populated by activists, profiteering entrepreneurs, and those with negative views of modern farming practices. This asymmetrical campaign delivers only poor-quality, incorrect, or disparaging information about food and agriculture. The negative effect is that new innovations are slow to reach application, well-tested technologies are viewed as harmful, and ultimately such efforts impact social license to farm. Farmers and scientists can correct this problem with effective public engagement, yet these groups are not typically trained on how to simply connect with a consumer auidencseeking honest answers. This session will describe what has been learned from sociology, psychology, and boots-on-the-ground science advocacy in contentious-issues communication. Tested and effective guidelines will be presetned that will help scientists to shape these important interactions. Special attention is given to communication in social media where the majority of this discussion is taking place. The goal is to provide scientists and agricultural interests a plan for effective engagement, along with the confidence and sense of urgency to implement it. Effective communication about agricultural chemistry and genetics by knowledgeable experts is a critical component to building public trust, ensuring freedom to operate using the most safe and effective technologies that are available.

Communicating concepts in pesticides and agriculture to a concerned public

254th National Meeting (2017)

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