This study analyzed the extent of biotechnology promotion in the country. Using the case study method, it assessed the communication programs for biotechnology of three institutions (BIC, PCARRD and IPB) involved in biotechnology work. Results have shown that the communication program for biotechnology varies among the three institutions. The main objective of their respective programs is to promote awareness, understanding and appreciation of biotechnology. The messages used a combination of persuasive, rational and economic appeals/approaches, which highlight the benefits such as the monetary/economic gains that can be achieved (i.e. increase in yield and income) using biotech products and standing that the carefully reasoned information come from scientists. Key players for biotechnology promotion are multi-disciplinary: extension or communication specialist, policy advocacy officers and scientist. The communication strategy found most effective for biotech promotion was the interpersonal approach because it generates immediate feedback while media relations was found to be the least effective strategy.

Results also showed that risk communication is being done by the three institution but they would rather call it as managing issues on biotechnology and would subsume this under biotechnology promotion campaign. Risk communication strategies are ad hoc and usually arise in response to the issues being waged by the anti-biotech group. Other factors found to affect the success of a communication program for biotechnology include funding, human and physical resources, and networking/linkages.   

Key words: biotechnology, communication program, risk communication, genetically-modified crops