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In
the aftermath of the Fukushima Dai-ichi Nuclear Power Plant tragedy,
there has been an increased focus on the issue of communicating nuclear
issues during a crisis. There is an axiom that an accident at a nuclear
plant anywhere is an accident everywhere. The parallel is that in
today’s communications environment -- where a tweet can ricochet around
the globe with lightning speed -- a communication anywhere can be a
communication everywhere.
In
May, nuclear regulators, communicators, reporters and non-governmental
organizations gathered in Madrid to discuss communications topics under
the auspices of the Organization for Economic Cooperation and
Development’s
Nuclear Energy Agency. Last week, the United Nation’s
International Atomic Energy Agency had a meeting in Vienna, Austria, to further the discussion among global nuclear regulators and communicators.
The
NRC was again asked to make a presentation. Jack Ramsey of our Office
of International Programs talked about how the NRC communicates with
international regulators and how we respond to domestic incidents. While
I, as the agency’s director of the Office of Public Affairs, focused on
three core points related to overall public and media communications.
First,
that it is important always, and particularly so in times of crisis, to
communicate early, often and clearly. It is likewise important not to
wait until every facet of an accident is clear, because rapid
communication is essential to building trust. Communicating often
ensures that important information is made available quickly. And clear
communication is essential to ensure that what you are saying is
understood at a time when it is hard for people to focus. These are
basic principles of crisis communication. And we try to communicate
early, often and clearly on a daily basis here.
Second,
for nuclear communicators it is also important to make sure that crisis
communication is practiced in drills. We are fortunate at the NRC that
the agency participates regularly – both in our regions and at
headquarters – in drills that test decision making and communications.
And
third, with rapid changes in the way we communicate, it is important
for all nuclear communicators to begin incorporating so-called social
media into their programs. The NRC had only recently started this blog
when Fukushima occurred. This vehicle became a fast and flexible tool
for us to address many topics. Today, the NRC uses this blog, Twitter,
Flckr, and
YouTube
as communications channels to supplement the basic press releases and
statements, and other materials that we make available to the public and
the media.
It
was encouraging that after the conference a number of representatives
of both developed and developing nations wanted our guidance and help on
social media and other communications. We think that means we’re doing
something right.
Eliot Brenner
Director, Office of Public Affairs
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