Here are some rules about nanotech communication [PDF] from Die Innovationsgesellschaft (The Innovation Society), a Swiss consulting company "focused on strategic risk, innovation management and communication issues."
1. High tech needs high trust
Communication is the key to increase public trust. It has to be personal, honest, transparent and open, covering benefits and risks.
2. Science doesn't create public trust – people do
Reputation and credibility are more important to the public than sophisticated arguments.
3. Media love Nanotechnology
Media love nano. Give them the stories before somebody else does!
4. Values create views
Individual values are becoming more relevant in decision making processes. They are key to the consumer acceptance of technology.
5. Communication ≠ information
Lack of technology acceptance is not an information but a communication problem.
6. Perception is reality
There is no use trying to manipulate risk perception frames. Better harness them.
7. Hype creates frustration
Don't hype it up and avoid disappointed customers.
8. Balance benefits and risks
One sided information breeds suspicions.
9. Nano-inside? Consumers want to be informed
Tag your Nano-products with a Nano-Label and build trust and a good PR.
10. Regulators and regulations don't create public trust
Governmental agencies and regulators have to improve their communication strategies to gain trust.