Providing Public Acceptance: Rosatom s Approach & Experience

Transcription

1 ROSATOM STATE ATOMIC ENERGY CORPORATION ROSATOM Providing Public Acceptance: Rosatom s Approach & Experience Anna BELOKONEVA Project Manager, Public Relations Department Rusatom Overseas JSC

2 Public acceptance remains a global factor affecting the development of nuclear industry Germany Public acceptance was the key factor that led to nuclear phase out France 2007 The price of NPPs decommissioning in Germany (20 GW) for the national economy will be approx. 37 billion Euros just by 2020: approx. 26 billion Euros to be paid by industries, transport, etc. Russia 2010 approx. 11 billion Euros to be paid by private sector 12 GW of Gen 3+ nuclear capacities could be built for the same price Japan

3 Public Acceptance Dynamics in Russia DO YOU THINK THAT NUCLEAR POWER SHOULD BE Source: Levada Analytical Center 3

4 Rosatom s Approach to Communications Goal Delivering to audiences proved and objective information about nuclear energy / security / technologies / events / impacts on environment and health - in view of the increase in negative attitudes to nuclear power after Fukushima events; - in order to overcome negative stereotypes. Approach to Day-to-Day Communications Approach to Emergency Response Communications Target Audience segmentation Rapid response Delivering information in an understandable language Use of direct contact Transparency Use of direct contact 4

5 Diversified audience diversified approach. Employees and industry experts Employees Increasing awareness of staff using diversified communication channels: corporate newspaper & magazine, corporate TV & radio, awareness meetings. Program to train speakers among staff: 300,000 employees = 300,000 trusted speakers Industry experts Delivering information on safety of technologies and facilities (e.g. on stresstests at Russian NPPs); Discussions with experts at industrial and scientific conferences and workshops; Target audience for one employee about 10 persons from family and friends 3 million people = 2% of Russia s population Issuing articles in local and international media. Professionals and experts 5

6 Diversified audience diversified approach. General Public: increasing role of blogs and social media among active audience Web sites:, ww.russianatom.ru Constant monitoring of blogosphere to indicate the topics of interest and attitude to nuclear energy Moderation: engagement of informed bloggers in discussions as a response to negative rumors, etc. Building relationship with top bloggers 6 press-tours on Russian NPPs for bloggers in 2011 Corporate blogs: Open community at Presence in social media: Facebook, Twitter, AtomTV Channel in Youtube, etc. 6

7 Diversified audience diversified approach. General Public: events serving to create communities of supporters The Nuckids Project for children of nuclear energy and industry enterprises employees In 2012 in the project participated children from South Africa, Hungary, South Korea, etc. Russian Fishing Cup Supported by Rosatom, Russian Fishing Cup took place at the cooling pond of Rostov NPP (2011) and of Smolensk NPP (2012). 7

8 Diversified audience diversified approach. Working with local audience: Nuclear Industry Information Centers Nuclear industry information centers are multifunctional communication grounds aiming at educating public about the use of nuclear energy. These centers currently operate in 15 regions of Russia. New centers are built in Turkey and Vietnam, and one more center is now under construction in Bangladesh. 260,000 people visited information centers in 2011 (80% of visitors are school students). Every month 2,000-2,300 people visit information centers. According to surveys more than 80% of visitors changed their attitude to nuclear energy after visiting the center. After talks with children, 25% of parents expressed their desire to visit information centers. 8

9 Rosatom s Approach to Emergency Response Communications: Rapid and transparent response Post-Fukushima communication activities: Special headquarters established immediately after the disaster Press-releases with adequate information on Fukushima situation, with comments of experts and forecasts Engagement of independent experts who can clearly explain the situation at Fukushima and radiation safety issues Press-conferences on a regular basis in April-May 2011 Media interactions within international forums (328 journalists visited Atomexpo- 2011), press-tours on Russian NPPs (19 press-tours were organized in April 2011) Examples of international cooperation in emergency communications: Rosatom participates in WNA communication network a fast and flexible tool to distribute reliable, up-to-date information among stakeholders 9

10 Rosatom s Approach to Emergency Response Communications: Direct communications are particularly important in terms of information crisis Information sources used by passive audience in terms of information crisis Information sources used by active audience in terms of information crisis 10

11 Rosatom s Approach to Emergency Response Communications: Online information on radiation condition in Russia at Interactive map with updated information on radiation conditions at all Rosatom s facilities Useful general information on radiation and nuclear power Uploaded media files on respective issues Q/A section and a forum 11

12 Conclusions Public acceptance of nuclear energy should be supported on both governmental and corporate levels to ensure the development of nuclear power industry Approach to communications in nuclear field should be diversified depending on the sort of the audience Simple and understandable language is a key to successful communication Modern informational environment requires a direct contact between a communicant and the audience, especially in terms of emergency. Internet presence (blogs, social networks) is a primary way to exercise direct contacts Nuclear energy companies can create their own communities of supporters Rapidness and transparency are needed for successful emergency communications 12

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