Lesson 5: Module Case Study

Topic 1: Energy Grass

You are in charge of Risk Communication (RC) for the National Plant Protection Organization in your country of Everywhere.

A powerful industry in Everywhere, AGE (Affordable Green Energy) Inc., would like to import a new hybrid plant species that can be used to produce ethanol (biofuel). Together with international partners, they have developed a new hybrid species that appears to be a good candidate. It is a cross between sweet grass and a weed species.

Energy grass stands will be similar to the ones seen in this photo of an Energy Cane field.
Photo credit: University of Georgia Future Farmstead

See the datasheet below for what is known about this plant hybrid.

What is known about this plant:

  • The proposed scientific name for the hybrid is Saccharum exhuberantum
  • Common name is energy grass
  • Hybrid has a very high cellulose content
  • Hybrid is a vigorous grower
  • Hybrid produces massive stands – (see photo) that are high (2 meters) and dense
  • Hybrid does not produce seeds
  • When harvested, hybrid grows back quickly (repeated times) through a process called ratooning
  • It has some herbicide resistant genes in it
  • Its weed characteristics might allow it to be successful at out-competing other plants

AGE Inc. has invested many millions of dollars and would like to import this hybrid as soon as possible. However, several stakeholders in Everywhere have concerns about the risk of the plant becoming a serious weed pest. They are concerned that energy grass may invade ecosystems that border agricultural production fields, and also could invade natural areas causing widespread environmental harm.

Recall that the role of risk communicators is to deliver a message that leads to making wise choices. To be effective, you need to ask yourself the following questions.

  • Who are the stakeholders?
  • How does each stakeholder group perceive the risk(s)?
  • What information needs to be communicated to /exchanged with each group?
  • How can I effectively deliver the message?
  • At what point should RC take place?
  • Which communication methods are appropriate to use?

Let us practice some fundamental steps for communicating risk effectively. We will start with identifying your audience.

course_01/lesson_05/topic_01/asset_001

To continue the Case Study, click here.