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How to communicate risk technology? Third Geothermal Review , 2013, Mainz
How to communicate a risk technology? Results from a research project on public
rela:ons for deep geothermal
Marcus Brian
How to communicate risk technology? Third Geothermal Review , 2013, Mainz
Content
What is risk communica/on?
Geothermal -‐ a risk technology?
Results from a research project on public rela/ons for deep geothermal
How to communicate risk technology? Third Geothermal Review , 2013, Mainz
Geothermal – a risk technology?
It‘s not because of an extraordinary risky technology It‘s not the opinion of the experts It‘s the percep:on of the popula:on
OCen opposi:on and/or lack of acceptance
Necessity of risk communica:on
How to communicate risk technology? Third Geothermal Review , 2013, Mainz
Research project Evalua:on & Op:misa:on of PR for deep geothermal
Phase 2 -‐ Communica:on concepts One concept for a star/ng project and one for a project in opera/on
Phase 1 -‐ Analysis of four geothermal projects Media analysis Stakeholder analysis Analysis of public rela/ons
Phase 3 -‐ Manual Manual „Public rela/ons for geothermal projects“
Funded by
2011
2012
2013
How to communicate risk technology? Third Geothermal Review , 2013, Mainz
Phase 1: Analysis of four projects Selected projects
Unterhaching, Landau, Brühl, Bruchsal
PR analysis Interviews with project responsibles Analysis of PR acivi/es
Media analysis
Analysis of 450 ar/cles (mostly 2010 and 2011)
Stakeholder interviews 29 interviews alltogether
Gave an impression of how the project is perceived by the popula/on
How to communicate risk technology? Third Geothermal Review , 2013, Mainz
What is risk communica:on?
1 | Basics und necessary condi:ons
The percep/on of risks should be taken serious
Risk communica/on is not guaranteeing success
Ques/ons of risks are maYers of dispute – be ready to nego/ate
Risk is a construct
How to communicate risk technology? Third Geothermal Review , 2013, Mainz
Bruehl project: It‘s hard to communicate aCer risk construc:on is completed
Two thirds voted against the project in a poll Heavy and con/nuing opposi/on, existen/ell fears Professional PR and Risk management since 2011
But popula/on does not register any altera/on
What happend?
Messages are not taken effect, because the efforts to par/cipate on risk construc/on were too late
No real par/cipa/on of the popula/on Closeness to major, already polarised in earlier projects
Case exam
ple
How to communicate risk technology? Third Geothermal Review , 2013, Mainz
What ist risk communictaion?
2 | Substanial elements
Risk communica/on must be designed on the ques/ons and sorrows of the popula/on. These have to be known before you start
Risk communica/on is not unidirec/onal but is dialogue
Risk communica/on is rela/onship building and seeking for trusaulness
How to communicate risk technology? Third Geothermal Review , 2013, Mainz
Bruchsal power plant: Little relationship, no trustfulness
Almost not known, the abtude is indifferent
PR was consis/ng almost only on founda/on stone ceremony and celebra/on of official beginning of opera/on
Causes for the indifference of the popula:on LiYle efforts on public rela/ons Inconspicuous loca/on, liYle noises, no smell No nega/ve experiences, long las/ng boreholes
What‘s the problem?
Missing rela/onship: Indifference can turn into opposi/on
No interpreta/on offer due to the lack of posi/oning
Case exam
ple
How to communicate risk technology? Third Geothermal Review , 2013, Mainz
What is risk communica:on?
3 | Key points for realisa:on
Descrip/ons and informa/on should be qualita/ve rather than quan/ta/ve
Risk communica/on is a management task
Benefit is reducing the percep/on of risk
How to communicate risk technology? Third Geothermal Review , 2013, Mainz
Unterhaching: Municipal project with tangible benefits
Indepency of supply is seen as a main benefit, no pressure groups
About 5.000 households are connected to the district hea/ng system
Personal contacts rather than professional PR at the beginning Awareness for high costs and technical problems
What happened?
Projects evolved from the center of local society
Seismicity is only a marginal topic
Intensifying PR due to the necessity of selling geothermal
Proudness for an innova/ve project
Case exam
ple
How to communicate risk technology? Third Geothermal Review , 2013, Mainz
What is risk commnica:on?
3 | Key points for realisa:on
Descrip/ons and informa/on should be qualita/ve rather than quan/ta/ve
Risk communica/on is a management task
Benefit is reducing the perceip/on of risk
Risk communica/on needs a concept
There has to be a risk management and a concept of how to react in crisis
How to communicate risk technology? Third Geothermal Review , 2013, Mainz
Landau power plant: Leap of faith can quickly be used up
No concept for crisis management before seismic events in 2009
Only liYle rela/onship to popula/on due to focus on poli/cal stakeholders Technical oriented communica/on
No real confidence, but also no mistrust in geo x
Besides of single persons, there is no big opposi/on Posi/ve effect of media/on process in RP
Risk management and crisis concept established
Addi/onal borehole to restore profitability Garden show as a great chance to improve image
Case exam
ple
Today?
Perspec:ves?
How to communicate risk technology? Third Geothermal Review , 2013, Mainz
Phase 2: Two communicaton concepts
First: Concept for Landau power plant and geo x with regard to the addi/onal borhole and the garden show 2014 Second: Concept for a new project in the Oberrheingraben
How to communicate risk technology? Third Geothermal Review , 2013, Mainz
Phase 2: Two communicaton concepts
How to communicate risk technology? Third Geothermal Review , 2013, Mainz
Phase 2: Two communicaton concepts
The concep/on process works: Analysis and strategy lead „automa/cally“ to adequate measures
The concept, its strategy and its realisa/on is inevitable dependend on the company owners and management
In case of new, unknown projects, it is a challenge to analyse the local social context for the concept without be able to talk to the people
Concepts can save money! For example: Usage of well established par/cipa/on processes
It‘s hard work
What did we learn?
How to communicate risk technology? Third Geothermal Review , 2013, Mainz
Risk communica/on is oriented towards the needs and sorrows of the popula/on, not necessarily based on fact-‐oriented logic
The goal of risk communica/on is...
to demonstrate sense for responsibilty
to get into conversa/on with each other
build up trusaulness
and telling a believable story
...not so much to convice with arguments
Risk communica/on is not a informa/on campaign
In the end, It‘s a ques/on of perspec/ve!
Conclusions
How to communicate risk technology? Third Geothermal Review , 2013, Mainz
What we do and what we offer
Public rela:ons Events
Publica:ons Consul:ng
How to communicate risk technology? Third Geothermal Review , 2013, Mainz
Thank you for your attention!
Marcus Brian
www.enerchange.de
Further information to the research project on www.pr-geothermie.de
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