Developments in sugar beet cultivation and their communication for different audience

The Institute of Sugar Beet Research (IfZ) is regularly asked to provide results from a farm survey on sugar beet cultivation in Germany for communication in different channels and for different target groups. In order to do so, scientists have to simplify the presentation of their scientific results by simultaneously maintaining the code of good scientific practice. By means of a few examples (yield, soil tillage, glyphosate and biodiversity) out of the farm survey we discuss different forms of presenting the results. It appears that some topics are not suitable for simplification. In addition, scientific graphics may lead to misinterpretation of results if not integrated into scientific background and discussion. Finally, wrongly applied emotional presentations and simplifications may promote the overestimation of preexisting knowledge. A preferred method to introduce information to a distinct audience is via a mediator, who knows the audience well. Scientists and mediator may work together in order to meet the requests of the audience and, simultaneously, the code of good scientific practice. Thereby, controversial topics can be discussed more objectively and decisions can be made knowledge-based.