How to Build and Keep Public Support for Nuclear Energy World Nuclear University 2008 Ann Bisconti President, Bisconti Research Inc. [email protected] Scott Peterson Vice President-Communications, Nuclear Energy Institute [email protected] How to Maintain Public and Political Support for Ongoing Operations and New Facilities How to Maintain Public and Political Support for Ongoing Operations and New Facilities When Natural Disasters Hit Toppled low-level radioactive waste barrels Hurricane Katrina ravages power lines Ground collapse, LLW barrels at KashiwazakiKariwa plant When Safety Incidents Occur A former director of the Forsmark plant: "It was pure luck that there was not a meltdown.” When Surprised by Operational Issues “Tritium levels around Braidwood plant worry nuclear watchdog” “Obama targets radioactive cover-up” “Latest leak sparks call to close down nuclear plant” Our Goals As future leaders, you will be constantly aware of the role of effective public communications in your business success. You will understand and apply some principles and practical skills for effective communication on nuclear energy/issues: – Ongoing – In time of crisis Agenda Day One Principles of nuclear communications Proactive ongoing communications Crisis communications Case study work in small groups Day Two Case study presentations Lessons learned Principles of Nuclear Communications Common Misperceptions Create Difficult Context for Communications Where does electricity comes from—the switch on the wall? Clean air/climate change benefits of nuclear energy beginning to be recognized. But unrealistic expectations for other ways-solar, wind, technological breakthroughs. Nuclear power plant safeguards not well known. Common Misperceptions Create Difficult Context for Communications Radiation basics not well known Used nuclear fuel an unresolved issue Public support underestimated Expectations: U.S. Sources of Electricity Used Most 15 Years From Now (Multiple Choice) (%) Solar energy Wind energy Natural gas Hydropower Nuclear energy Oil Coal Don’t know 72 65 59 54 53 46 40 2 U.S. Sources of Electricity in 15 Years: Rank Order Public Government Expectations Projections Solar energy 1 7 Wind energy 2 5 Natural gas 3 3 Hydropower 4 4 Nuclear energy 5 2 Oil 6 6 Coal 7 1 63% of U.S. Public Favors Use of Nuclear Energy Favor Oppose 80 63 60 49 46 40 33 20 1983 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2007 Apr2008 But Only 24% Think That the Majority of Others Favor Nuclear Energy 24 Favor Oppose 46 30 Don't know 0 10 20 30 40 50 Communications Principle 1: The Rule of 3 3 main messages 3 support points for each Repeat 3+ times Tie responses back to 3 main messages Example: Nuclear Energy Overarching theme: We need reliable, affordable energy for the future and we also need clean air. With nuclear energy, we can have both! 1. Clean air energy 2. Reliable 3. Affordable Communications Principle 2: Use Pictures and Models 70% of communication is nonverbal Public images are far different from reality Communications Principle 3: Tie Communications to Factors that Reduce Risk Perceptions Benefits Controllability Voluntariness Familiarity Certainty/ confidence What Suggests Control to the Public? Beneficial uses Good people work there Strong independent regulator Plant will be shut down if not safe Multiple safety barriers Example: Nuclear Power Plant Safety Overarching theme: Safety is our top priority 1. Regulator inspects and monitors daily, would shut down unsafe plant 2. Multiple safety barriers 3. Well-trained people work there, live near plant, involved in the community (human face) Proactive Communications Goals of Proactive Communications Set the public communications agenda Develop strategic relationships with target audiences so you become a trusted resource Build reservoir of good will with important audiences Community Relations Information centers, plant tours, community involvement, continual communications Shikoku Electric Power Outreach to Local Residents Kansai Electric Power Children’s Summit for Grades 4-6 News Media Outreach Advertising NEI_Ad_PolarBear_Quarter_rev Partnerships and Coalitions: Clean and Safe Energy Coalition Building Alliances Independent Spokespersons “Because it doesn't produce any emissions that cause global warming, Indian Point will be even more important in the future.” — Actor Paul Newman Christine Todd Whitman and Patrick Moore chair CASEnergy Coalition Author (and former antinuclear campaigner) Gwyneth Cravens “Given the obvious environmental advantages it offers…there is no longer a persuasive case against increase nuclear generation at the expense of coal.” — Alan Greenspan Web Communications Web sites Blogs Social networks: MySpace, Facebook, YouTube Selecting Target Audiences and Spokespersons What are your strategic objectives? Which audiences are most important to achieve these objectives? (External? Internal?) – What actions do you want from them? What audiences are most likely to influence these primary audiences? – What actions do you want from them? Methods to Build Strategic Relationships Build existing links between your executives and target audiences Visit local officials, emergency response chiefs, opinion leaders, media—ask their opinions, test ideas Participate actively in community activities Encourage employee participation Case Study: U.S. Nuclear Power Plant Licensing Activities How Young Generation Countered Critics in Meetings about a New Reactor at North Anna Nuclear Power Plant Community meetings about a possible new reactor at Dominion’s North Anna nuclear power station Opponents typically dominate such meetings and play to the media Dominion employees led by North America-Young Generation in Nuclear (NA-YGN) changed that dynamic Early Anti-nuclear Activities Claims: Terrorist target, harms environment, costly, health effects Distributed “fact” sheets at local demonstrations Letters to the editor in local newspapers Broadcast on public access TV channel Informational meetings and conferences Young Generation Prepared and Trained Be prepared Have a positive message and stick to it— clean, safe, reliable, affordable Be respectful, even if others aren’t Taking “the high road” makes a good impression If you don’t know the answer, don’t make it up Avoid technical jargon as much as possible More Training Advice People may not remember your words, but they remember how you made them feel Don’t speculate on the company’s activities, intentions, etc. Attend events in groups Use personal experiences Get help from many credible sources As much as possible, frame statements and responses positively Success at First Public Meeting Anti-nuclear groups were surprised The media and public couldn’t miss proponents and their message One-third of public comments were pro-nuclear Changing the Landscape: Media Appeal Crisis Communications Case Study: German Nuclear Power Plant Safety Incident June 28, 2007: Five Minutes that Changed Vattenfall The Media Was Hunting… … And Got Their Prey What Went Wrong? emotional issue strong images silly season Vattenfall‘s mistakes: From a technical perspective, event was under control. In the public, it was just beginning. Underestimated the power of images Reactive instead of active communication energetic other players hesitant communication 3 Phases of Restoring Trust Phase 1: Controlling the crisis Phase 2: Taking the initiative Phase 3: Restoring trust Vattenfall Develops A Trust Office • Daily 8 AM meeting Trust Officer Nuclear Communications • Daily management briefing • Fast flow of internal information Vorstand Corporate Mitarbeiter Strategy Communications Vattenfall Europe Board of Directors • Daily analysis/ measures of internal and external communication • Round-the-clock duty Case Study: 2007 Earthquake at Kashiwazaki-Kariwa Earthquake at the KashiwazakiKariwa Plant Earthquake of 6.8 on the Richter scale caused destruction in local area and damaged plant facilities Plant shut down safely, no one injured Fire in transformer lasted two hours Small amount of radioactive water from used fuel pool spilled and discharged into the sea—no harmful level of radiation Small amount of radioactive iodine discharged into the air—no harmful level of radiation Lesson 1: Protect Communications Infrastructure Infrastructure destroyed by earthquake No information to community in first days Hard to reach site, so senior officials absent Company had difficulty obtaining information so media received and reported conflicting information Lesson 2: Rumors Can Harm Local Community Agricultural area Rumors about radiation releases created bad image of food produced TEPCO asked employees in Tokyo to support the economy of KashiwazakiKariwa Lesson 3: Prepare No magic solution Build foundation of support with everyday good community relations and communications Train for crisis communications Case Study: U.S. Nuclear Power Plant Equipment Failure Stuck Fuel Assembly at Palo Verde Nuclear Power Plant First news media reports of a stuck fuel assembly at Palo Verde were inaccurate and alarming. Company invited news media to the site (“embedded journalists”)—showed openness, reassuring. Spokespersons were technical experts, good communicators—see body language. Human interest story focused on the good people who work at the plant. Stuck Fuel Assembly at Palo Verde Nuclear Power Plant Unrelated fire in a plant building was captured on live TV. That added drama, but only briefly, because the embedded journalists reassured their audiences. In the end, journalists complimented the plant workers and reassured the public that there was no danger. Case Study Assignment Scenarios A, B, C, and D Your group assigned one scenario Prepare your group presentation today Present tomorrow—expect questions from the Fellows and Mentors. Factors for Trust and Confidence Expertise in subject matter Caring and empathy Relationships: build relationships long before a crisis Openness and timely reporting: tell the truth How to Formulate the Message CARE formula: Caring Action Results Expectations Notifications and Timing Don’t hide anything…the truth will be known Prepare a notification plan in advance Identify a single coordination point for messages and notifications Be the first to break the news No surprises—all stakeholders want to be first to know When CNN calls, you have to say something Spokespersons Prepare ahead of time: A main spokesperson or spokespersons with expertise and communications skills A diverse team of experts Ongoing training in crisis communications News Media Will be There 24 Hours a Day Consider news media needs—help them Provide visuals that give perspective Provide access to industry and independent experts Showcase employees’ expertise and actions to create human interest story Today’s Briefing 2006 operating performance Opportunities for growth Challenges ahead Outlook for the future: politics and policy