Support Relationships that Change over Time

Communication in nuclear energy requires a long-term approach. Public education on nuclear science and technology can build awareness of key facts, but attitudes and understanding will change over time. Communicators also face the challenge of assessing the information their audiences want most. Delivering the accurate information at the wrong time can further alienate people. For example, safety fundamentals such as those in the International Basic Safety Standards for Protection Against Ionizing Radiation and for the Safety of Radiation Sources can be delivered verbatim; however, citizens may prefer communication related to the implementation of these recommendations, not the guidance itself.

Nuclear technology’s successes are not as well-known as its failures. Nuclear communicators may face a credibility deficit from the beginning of their programme. Instead of finding their audience lacking in information, they may face a more highly charged scepticism or disbelief from some members of the public and the media on many nuclear issues. There is a strong legacy to overcome. Some of the worst consequences of past nuclear accidents have been caused by inadequate and/or inaccurate public pronouncements by nuclear authorities. New and continued nuclear operations are achieved through honesty, forthrightness and transparency.

Respond to Unexpected Events

The need for ongoing interactions is another challenge communicators face. One year of intense outreach does not lessen the need for future communication. Concerns regarding radiation exposure, environmental protection, terrorism, even delays or budget issues persist. Current events can focus stakeholders on these issues even after they’ve been given good information in the past.

The accumulation of information over time also presents challenges for meeting goals related to openness and transparency. While stakeholders develop an expectation to know the facts and activities related to nuclear operations, restrictions in the disclosure of information may arise for security reasons. This is highlighted in the OECD/NEA Working Group on Public Communication of Nuclear Regulatory Organisations.

Some things will not go as planned. Sharing bad news timely, openly and honestly may be difficult, but it can produce good communication outcomes. Efforts to communicate the negative events in the history of nuclear science and technology can build trust among target audiences and help develop a shared understanding of the improvements underway in the industry today.

Reach Diverse Audiences

While there is no ideal model for stakeholder involvement, communication with stakeholders must involve the 24-hour, instant access environment that today’s mobile devices and instant messaging capabilities provide. Broadcast models of one-way communication of the 20th century popularized a common understanding of a “general public.” However, in today’s interconnected world, multilateral, interactive communication divides a general audience into many small publics. Each community represents stakeholders with their own distinct needs and styles.

IAEA Publication No. NGT1.4 Stakeholder Involvement Throughout the Life Cycle of Nuclear Facilities characterises these linkages thoroughly. Communication and engagement approaches will depend on the nature of a nuclear facility and its stage of development. Legal requirements, government structures, culture and history will influence how members of the public participate in decision-making. Communication becomes a vital part of building the relationships necessary to successfully site, build, operate and decommission these facilities.