Communicating Nuclear: Balancing Risk with Opportunity

The global nuclear industry is at a pivotal point, as risk is weighed against opportunity. The debate is fuelled by the recent disaster at Japan’s Fukushima nuclear plant, the global focus on a secure energy supply, climate change, and political instability in oil-producing regions. This article, co-authored by the communications director of the Canadian Nuclear Association, describes what steps the Association is taking to communicate its strategy to stakeholders and increase their understanding of nuclear. <br><br>True to its scientific focus, the Association built its 2010-2015 strategic plan and communications on mental models research, which helps in identifying deeply held expert and stakeholder beliefs about an issue. With insights from mental models research, the Association developed a communications strategy built on sociology and psychology, insights from social science-based research, a dialogue orientation, and an understanding of network effects. What the association learned about successful communications strategy was to a) create impactful, consistent branding; b) enrich your web site and social and mainstream media to energize dialogue; c) hold milestone events for continuity, connection, and consensus; d) educate, inform, and engage; e) build strategic partnerships for inclusiveness and transparency; f) advertise key information and issues; g) engage with all levels of government; and h) engage and support members and employees. The Association measures communications efficacy using a variety of techniques, including updated mental models research, social media assessments of participation, web metrics, stakeholder surveys, and advertising reach.

• Nuclear Energy
• Climate Change
• Communications Strategy
• Social Media
• Stakeholder Engagement
• Mental Models