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B-M Information_
Nanotechnology in need of successful communication
Although widespread discussion of the opportunities and risks associated with nanotechnology has not yet occurred, there is already a danger that public acceptance will not be good. The branch of industry dealing with nanotechnology is facing a challenge; dialogue with the public and information about the subject can be an effective way of dealing with emerging fears. According to estimates made by America’s National Politicians and scientists agree that nanotechnology
Science Foundation, the nanotech industry could achieve
will provide the starting-point for the «third industrial
an annual turnover of 1,000 billion dollars within ten
revolution». Researching the world of molecules and
years – equivalent to twice the current world-wide sales
atoms and applying the knowledge gained in doing so is
of the entire pharmaceuticals industry. This and other
of strategic significance for companies in many sectors of
euphoric expectations concerning nanotechnology have
the economy.
recently awakened the interest of investors.
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Nanotechnology ...
have already expressed critical thoughts about the insur-
... is a cross discipline that encompasses
ability of nanotechnology products.1 The first results of
physics, chemistry and biology, and holds an enor-
the risk analysis are considered controversial, in part
mous potential for applications. Nanosciences deal
they urge caution and in certain areas allow doubt to be
with structures that are smaller than 100 nanome-
cast on the safety of nanotechnology. Britain’s Royal
ters, i.e., one 10’000th of a millimeter. Material
Society believes there is a lack of knowledge regarding
properties, processes and mechanisms generated
the dangers of nanoparticles, and demands, among other
by nanotechnology are based on small molecules
things, that the subject be discussed in public as a matter
or single atoms that are deliberately constructed,
of urgency.2
controlled or characterized. The euphoria may seem to be exaggerated, but it is not unfounded: in the next few years ten-figure sums will be invested in nanotech research. Companies are already starting to generate their first sales. Many market launches of nano products have already taken place, many more are imminent. Nanotechnology is beginning to become part of our everyday lives. Acceptance endangered However, discussion of this development among the public is still outstanding. It could well take the same course as other technological debates of recent years.
«
Nanotechnology is in danger of failing to get
Nanotechnology is thus in danger of failing to get off to a
off to a good start because of poor public accept-
good start because of poor public acceptance.
ance.
»
A debate about the opportunities and risks associated with nanotechnology is currently taking place in industrial and research circles. Reinsurance companies
Subjective perception of technology-related threats and risks Fear factors*
Nuclear energy
Genetic engineering
Electrosmog
Nanotechnology
Insufficient knowledge and a lack of information based on past experience Experts’ opinions concerning the potential risks of the technologies diverge considerably. Invisibility Manufacturing processes and modes of action largely unknown to observers, users and consumers. Unnaturalness Man-made, and violating previous natural laws and/or limitations (apparently). Uncontrollability Irreversible, omnipresent, and possibly self-reproducing. Uneven distribution of risk and benefit Extensive protection of intellectual property. (Multinational) companies perceived to have advantageous position; there is a North-South divide. *Burson-Marsteller interprets «fear factor» – a term that is common in the field of risk communication – against the background of its own extensive experience in the respective technology debates. The darker the colour of a field, the more significant the relevant fear factor for the technology in question and the greater the probability that it will be subjectively perceived as dangerous and risky.
1
Swiss Re, 2004: Nanotechnology: small matter, many unknowns? (http://www.swissre.com) The Royal Society, 2004: Nanoscience and nanotechnologies: opportunities and uncertainties (http://www.nanotec.org.uk/finalReport.htm) 2
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The forthcoming and inevitable public dialogue
Action Group on Erosion, Technology and Concentration3
about nanotechnology is in danger of being character-
(ETC) mounts an essentially correct argument that covers
ized by uncertainty – not only because of the opposing
the ground from nuclear energy via genetic engineering
viewpoints of the experts. Earlier debates about new
to nanotechnology, and demands a moratorium on na-
technologies revealed other so-called «fear factors»,
notech research. Greenpeace entered the discussion in
which tend to lead to a rather negative perception of the
summer 2003 with a report in which it demanded a
technology in question. Many of these factors are espe-
detailed investigation – before the public – into the
cially applicable to nanotechnology (see table).
advantages and disadvantages of nanotechnology.4
«
Is nanotechnology facing the same kind of fate
as nuclear energy or, more recently, green biotechThe Swiss manufacturer of the innovative waterrepellent and dirt-resistant NanoSphere® technology received the European Outdoor Award for 2004.
nology: extremely restrictive legislation, market boycotts and brain-drain?
»
The conditions are therefore conducive to the adoption of a negative attitude on the part of the public. But a lack of public acceptance could inhibit realization of the full potential of nanotechnology. So, is nanotechnology facing the same kind of fate as nuclear energy or, more recently, green biotechnology: extremely restrictive legislation, market boycotts and brain-drain?
The sceptics are active
Communication: chance and duty
The organized opponents of nanotechnology include
Today, the nanotech branch of industry is facing a
the same critics of progress and technology who were
challenge to intensify dialogue with the public and to do
vociferous in the resistance to genetic engineering. They
what it can on a broad front to promote a climate
are already deliberately fanning the flames of public
favourable to the technology. In doing so, it can call on
uncertainty, also by means of indiscriminate disaster
experience gained in past technology debates.
scenarios. Using the term «atomtechnology» the Canadian
Successful science and technology communication: how and what for? Successful communication … ... is timely communication. It is difficult and very costly to bring about a change in established public opinion. Today there is still time for the early positioning of nanotechnology in society, science and commerce. ... is well-directed communication. Even very complex facts, such as those typical of the scientific-technological field, must be made comprehensible to a very wide range of target groups, from research scientist to child. This promotes basic understanding and the ability to form one’s own opinion of the technology. ... is long-term communication. Scientific communication, in particular, requires considerable staying power. Longterm commitment results in credibility. ... creates alliances, and produces consistent, convincing messages and credible ambassadors. This promotes trust in the sender of the message, as well as in industrial partners and institutions that are concerned with nanotechnology. ... approaches dissenting views without bias and fosters the dialogue among representatives of different positions. ... contributes to the prevention of risks. Set-backs are a part of technical progress. Communicating how to overcome difficult situations can make all the difference between the survival and failure of a company or, indeed, of a whole technology.
3
ETC group = former RAFI (Rural advancement foundation international). www.etcgroup.org Greenpeace: Future technologies, today’s choices, July 2003, ISBN 1-903907-05-5. http://www.greenpeace.org.uk/contentlookup.cfm?ucidparam=20030721113521&menupoint=A-L
4
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It would be disastrous for Europe’s research
Based on this experience, Burson-Marsteller has
and industrial locations if – after the experience of
set up a network of science communicators who follow
green biotechnology – the potential of another key
scientific and socially relevant developments in nano-
technology could not be fully realized because of a
technology, initially in the most important European
lack of public acceptance. It is the duty of the in-
countries, and monitor the initiatives of institutions, com-
dustrial and research sectors concerned, as well as
panies and associations.
of politics and of the authorities, to prevent this from happening. Professional (scientific) communication
In addition, Burson-Marsteller draws up appropriate
can play a valuable role here and, as the recent past
communication strategies for companies, associations
has shown, provide an irreplaceable service.
and authorities which present their skills and experience
»
How does Burson-Marsteller approach
to best advantage to decision-makers, to the media and to others who influence public opinion.
the subject of nanotechnology? Burson-Marsteller operates in Switzerland and at international level. Today the communication agency has already a focus on communication in the life sciences sector, especially in the fields of genetic engineering, biomedicine and biotechnology, as well as on healthcare communication.
Nano-scale materials are being used in tennis rackets to make them very hard and robust, yet very light.
WHO IS BURSON-MARSTELLER? Burson-Marsteller was established fifty years ago in
Burson-Marsteller AG
the United States and is the international leader in
Zurich:
drawing up and managing communication strategies
Grubenstrasse 40, 8045 Zürich
and plans. The company has 47 branches in 24 coun-
Phone +41 (0)1 455 84 00, Fax +41 (0)1 455 84 01
tries on five continents. In addition, Burson-Marsteller
Berne:
collaborates with 44 affiliated bureaux in another 30
Weltpoststrasse 4, 3000 Bern 15
countries.
Phone +41 (0)31 356 73 00, Fax +41 (0)31 356 73 01 www.b-m.ch, info_bm@ch.bm.com
In Switzerland Burson-Marsteller can call on the experience of 40 communication specialists at its branches in Zurich and Berne. In this country B-M offers services in the fields of corporate communication, public affairs, financial communication, life sciences communication and media relations, as well as in specific areas of advertising and creation.