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Philosophy
Competence
Complex
scientific issues can only be got
across successfully to the
various target groups if their
backgrounds are understood and
placed in their proper context.
The scientific competence of our
team and the network at our
disposal ensure that all our
projects are convincingly based
on factual accuracy.
Interdisciplinarity
To
be able to communicate modern
technologies and new scientific
discoveries to a wide range of
target groups, we have to
consider and evaluate every theme
from different points of view.
Only in this way can we ensure
that the message is brought over
in the best way to each target
group without detriment to the
scientific basis. Our
interdisciplinary team is in an
excellent position to achieve
this.
Communicative
approaches
Public
opinions and judgements
concerning modern technologies
are becoming more critical than
ever. For this reason all
communication processes at Genius
are placed on three
foundations:
Transparency
of communication is particularly
important in relation to plant
biotechnology, agricultural
economy and food safety if we are
to create an atmosphere of mutual
trust between science, economy
and the public.
For
communication to be credible, it
must be conducted on a carefully
planned dialogue basis.
Purely "informative"
communication is a thing of the
past.
Different
target groups have different
requirements, governed by
knowledge, language and emotional
attachments. This makes target
group orientation one of the key
conditions for successful
communication
measures.
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