Selling is easy: at least good salespeople can make it look that way.

• Author: Wiesner, Pat

Mr Byrne outlined five key factors in the establishment of consumer trust: Governance, science, society, culture and public media. Ordinary citizens must feel close enough to public institutions to see that they have a plan which is working in their interest, he said. But science also has a key role to play, by shaping public attitudes to risk; something it can only do if scientists make efforts not to be "remote from the people". On the other hand, non-governmental organisations (NGOs) have to get involved politically, without acting opportunistically. "Why is it for example that some NGOs and pressure groups seem to attract more public trust than governments?", Mr Byrne lamented. Cultural differences can also account for differing approaches to risk, as American acceptance of GM-food has demonstrated.

Finally, the media is vital in getting information over to the public, although it cannot be relied upon to take a scientific view. Using the example of the recent SARS epidemic, Mr Byrne said that some sections of the media were "apparently intent on maximising hysteria and building up and maintaining the...