I think it's transparency--honestly being willing and able to step up and enter the debate.
You know, science isn't all about “This is absolutely right and that is absolutely wrong.” Things change, too, and I think the more the scientists are prepared to engage and to talk about it, then the more the media and the public will learn that this is how science is done, and these are the risks we will or will not accept.
Science is only part of the equation. I think it is engagement. They have to step up and be willing to speak.