Coordinate Different Views

The complex nature of communication about nuclear technology facilities stems from the nature of infrastructure projects. These efforts take many years and involve many people. As a result, individuals form many different points of view. The role of science and technology in society has led to numerous controversies. Thus, many nuclear professionals have been reluctant to engage in outreach.

But today, technology takes a much more prominent role in people’s lives. Artificial intelligence, genetics and geoengineering all draw ire and awe as pioneers pursue new applications. Also, the modern 24-hour news cycle and the democratization of news sources through social media have made proactive messaging and crisis communication management a necessity. Despite the debates, the benefits of communication consistently outweigh the risks of remaining silent.

The fact is organisations communicate whether they set out to or not. Lack of presence in the public domain sends a message to stakeholders that their opinions do not matter. Lack of information sets an expectation that a government or company has something to hide. These unintentional communications demonstrate why organisations that communicate early are more effective than those that remain silent or withhold information.