Scientific terminology, although accurate, can be very confusing to consumers. Focus groups conducted in Canada indicated that consumers react negatively when unknown scientific terminology is used to convey information about biotechnology. If the goal is to educate so that consumers can decide, one does not want to confuse or frighten them unnecessarily. Consumer understanding about biotechnology could change dramatically if it was discussed in lay terms, such as those in this publication. Each medium has its advantages and limitations.
Television reaches a large audience but is expensive.
Newspapers can present longer, more complex messages but are not as vivid and immediate in emotional impact. The characteristics of each type of communication medium affect the type of educational messages that can be effectively transmitted. However, a combination should be used to adequately reach consumers with information about biotechnology. Fostering competence in the messenger . FCEs are experts in communicating information in a way that is meaningful and useful to the consumer.