Provide information through credible sources

People tend to pay attention to information coming from sources they trust. To a public hearing inconsistent and conflicting information about controversial issues, who the messenger is may be as important as the message. The "public" is not a homogeneous entity but rather a collection of numerous groups whose priorities and concerns are highly variable. To whom do different constituent groups turn for information? Who is viewed as a credible spokesperson? In some countries, government authorities may enjoy the public's full confidence. In others, authorities may not be well respected and may even be viewed with suspicion. Health care professionals and religious leaders often receive high marks for public trust. Industry representatives, particularly those from large multinational companies, are very often seen as being among the least trustworthy sources. Among differing cultures, farmers, scientists, extension officers, teachers, and community leaders may have greater or lesser credibility with the public at large. Information campaigns are likely to have greater impact when trusted sources are identified at the start and enlisted to deliver information to the target audiences.

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