"One piece of advice Dr (Jeffrey) Matsuura gives is that everyone involved should have a consistent message. If investors are told a technology will change the world, someone who is concerned about the risks cannot then be told that the same technology is no big deal. It strikes a false note to say that something can be both revolutionary and nothing to worry about, he says. Such inconsistencies will breed public mistrust and fear."
From The Economist, in Nanotechnology: Much ado about almost nothing