Biotech experience reinforces the importance of public opinion published March 02 Further evidence as to how the media influences public opinion - and the importance for an organisation to maintain a strong “share of voice” comes from a recent US study into biotechnological, or genetically modified, foods. The study, undertaken during 2001, shows that, the better informed US consumers were about biotechnological foods, the less comfortable they became with them. The research showed that 31 percent of ‘heavy’ news consumers said they were concerned about the safety of genetically-modified foods, compared to 22 percent of ‘light’ news consumers. The study also showed an 82 percent increase in US media coverage on biotech and genetically modified foods between January and August 2001. The cynical observer might immediately decide that the answer is for the biotech industry to say less about its product.  But this would be wrong.  In fact the consensus view is exactly the opposite - as the media’s interest in the topic increases the biotech industry is losing its ‘share of voice’.  In short the biotech industry has to do more to ensure its ‘good’ message gets across and receives a portion of the increased media coverage.  Or as one observer remarked “put the same percentage increase into communication as the industry is putting into project development”. Through a mix of public opinion polling and sophisticated media analysis, US researchers have been able to assemble considerable data on the key topics that the biotech industry needs to address if they are to win the hearts and minds of Americans. Scientists and others involved in new developments may often wish to retain their ‘purity’ and rely on good science and commonsense to prevail.  However in today’s environment - in Australia as well as the US - the consumer ultimately decides whether a product innovation succeeds. Increasingly that decision is based on how the media conveys the message.  And that in turn is influenced by a battle for ‘share of voice’.  Winning that share is in the hands of the public relations professionals.

PR Influences Australian Public Relations Newsletter. Article: Biotech study shows the importance of public opinion. Information Content: Media & Media Relations, Reputation & Research