The front person was an important factor in presenting important messages. There was some interesting debate about who could "be trusted" and who was "believable". Some participants felt that important messages should come from medical professionals or official agencies such as the Ministry of Health, District Health Board or WHO. This view highlights the importance of credibility which is regarded in the literature as a critical element in effective risk management and communication [28, 29] . Communicators who are also scientists and perceived as being impartial and knowledgeable are more likely to be regarded as credible [28] .