Communicating to stakeholders: You have to tell it to sell it

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By Carol Reynolds

Researchers uncover innovative discoveries in their labs, but unless they communicate their findings effectively, no one knows about them, nor can investors be inspired to continue to fund their research.

Enter communications. Driving the articulation vehicle for these scientists helps them to convey the importance of their research projects to government, industry and fellow academics. In addition, relaying the importance of such discoveries to the general public has the potential to stimulate stakeholder support, or, at the very least, inspire them to ask hard questions like “Why do we need to know that?” and “Is that ethical?”

While some may perceive these questions as opening cans of worms, prying the lid open for such debate is necessary to gain public acceptance while demonstrating objectivity and transparency. Governments must ask the difficult questions; opposition parties exist to ensure this. However, when multi-party committees come to a consensus, it demonstrates open-mindedness and cooperation to achieve a common goal.

Sometimes new technologies are met with regulatory roadblocks, resulting from misinformation and fear. We owe it to the public and governing officials to provide the most recent research and advanced information so wise, safe decisions can be made. By providing this information as objective third parties, research and biotechnology organizations are viewed as experts in their fields; as go-to sources for reliable, timely information upon which regulatory decisions can be made.

Realizing the important role biotechnology plays in the Canadian agriculture sector is a prime example. The federal standing committee on Agriculture and Agri-Food (AGRI) recently heard from witnesses on the impact Bill C-474 would have on the research and agriculture sectors. The Bill’s intent was to “amend the Seed Regulations Act to require that an analysis of potential harm to export markets be conducted before the sale of any new genetically engineered seed is permitted.” Essentially, the intent of this Bill is very noble; however the emotional execution could clearly leave the door open for misinterpretation. Increased regulations, for example, may prevent the sale of new high yielding varieties to farmers. The direct impact is reduced competitiveness, lower profit margins at the farm gate and increased reliance on farm safety nets.

By providing objective observations, researchers such as Dr. Peter Phillips relayed important information about the impact the passing of this Bill could have on farmers and on the research community.

The AGRI committee should be commended for agreeing to hear testimonies from industry, academia and research organizations about the potential impact the passing of this Bill could have on their representative sectors. Furthermore, it is promising that the committee has agreed to pursue further study in the biotechnology cluster pockets across Canada. Clearly, this committee realizes the value of biotechnology and the impact it is having in Canada.

Effective messaging needs to be a priority for biotechnology research organizations. We can do great research in our labs, but if no one tells the world about it, no one reaps the benefits. Get heard. Tell the world about your research. Communicate how it’s going to impact an average Canadian. Explain how your research can benefit the economy.

And one last thing – please practise explaining it in lay terms – remember, not everyone you talk to will have a PhD.