IAEAInternational Atomic Energy Agency

Workshop C

Public Communications

International Conference on Global Emergency Preparedness and Response

19-23 October 2015

Vienna, Austria

P. Meschenmoser, Incident and Emergency Centre

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Objectives of Public Communications

“Experience from nuclear and radiological emergencies highlights

public communication as one of the most important challenges in

emergency management. Sometimes, an event is not considered an

emergency to experts or responders but is perceived very differently

by the general public.

Communicating effectively with the public about radiation emergencies

is key to successful emergency management. It will help mitigate the

risks, support the implementation of protective actions, and

contribute to appeasing negative psychological impacts.”

- Communication with the Public in a Nuclear or Radiological Emergency

(EPR-Public Communications, 2012)

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Risk Perception

“What we had done to these people was just

outrageous. We had frightened them so bad,

they thought they were going to die.”

U.S. Nuclear Regulatory Commission official

describing government communication

during the Three Mile Island event

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To get started!

Pictures

freedigitalphotos.net / Phil Thebault /

freedigitalphotos.net / patrisyu

flickr.com/photos/doobybrain/

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Public Response

• Public thinks differently about radiation risks

than experts

• Public perceives and responds to risky

situations based on emotion – in addition to

facts. What matters most is how those facts are

perceived

• Emotion may play a bigger role in the way

people perceive risks, than reason and rational

thinking

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Risk Perception Characteristics

• Nuclear and radiological risks feel more

frightening to the public

• Even when scientific facts show a risk is low,

psychological characteristics play a large role in

how people perceive the situation

• These characteristics must be acknowledged in

order to effectively manage public behavior

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Key Characteristics

• Media attention

• Understanding

• Familiarity

• Scientific certainty

• History / Stigma

• Onset of effects

• Reversibility

• Availability of information

• Voluntariness

• Control

• Benefits

• Fairness of risk distribution

• Nature of risk

• Catastrophic potential

• Personification

• Personal participation

• Uncertainty

• Awareness

• Fear

• Influence on children and future

generations

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Challenge of Public Communications

• Scientists and experts quantify risks using

measurements, research and other data

• The public quantifies risks using subjective

factors, mainly:

• familiarity, natural or man-made, voluntary or

imposed, dread, degree of control, fairness of

risk: psychosocial aspects!

• Coordination

• Plain language

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Trust = Influence

• In the communicator

• In the organization supposed to protect the public (the regulator)

• In first responders

• In the organization creating the risk (the radiological facility)

Robert C

ouse-B

aker/flic

kr.c

om

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Key Aspects to Create Trust

• Honesty, even when there is risk or mistakes have

been made

• Avoid secrets

• Dialogue and respect for audience feelings must

be sincere

• Avoid telling people how they should feel.

That’s up to them

• Do not over-reassure. Beware the Fear of Fear

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Keep it Plain and Simple

• Use plain

language

• Use

comparisons

carefully

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Messages

• Transparent

• Timely

• Objective

• Factual

• Relevant

• Accurate

• Clear

• Credible

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C4 Approach

•Compassion

•Control

•Commitment

•Care

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Public Communications Planning

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Organization and Structures I

Incident Commander

Incident Commander

Public Information

Officer/Group

Public Information

Officer/Group

Safety OfficerSafety Officer

Planning Section

Planning Section

Branch(es)Branch(es)

Team(s)Team(s)

Operations Section

Operations Section

Finance and Administration

Section

Finance and Administration

Section

Logistics SectionLogistics Section

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Organization and Structures II

Lead PublicInformation

Officer

Lead PublicInformation

Officer

MediaRelations and

Monitoring

MediaRelations and

Monitoring

InternalCommunications

InternalCommunications

Strategic Planning and

Writing

Strategic Planning and

WritingNew MediaNew Media

Public Relations

Public Relations

LiaisonOfficers to

Planning andOperations

LiaisonOfficers to

Planning andOperations

SpokespersonSpokesperson

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Identify Your Audiences

• “General public” notion is not accurate;

• Each group has specific interests, priorities and information needs;

• Audiences must be identified prior to emergency;

• Directly affected groups require detailed information on risks and responses;

• Indirectly affected groups need tailored information to reduce risks and fears.

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Use All Your Channels

Controlled channels

Organization-

controlled

Printed products

Public information

services

Internet websites

Telephone

hotlines

Video materials

Mass media-

controlled

Broadcast media

Print media

Online media

Uncontrolled channels

Public meetings

Online chat rooms

Blogs

Social media

SMS

Online video sharing

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Spokesperson

• A critical strategic decision

• One spokesperson should be designated to

respond to media

• Experts who are good communicators

• Authoritative and credible

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Media relationships

• Identify key media in advance

• Earn media’s trust

• Exchange and maintain contact information

• Proactive media relations

• Meet with reporters or editors

• Include in exercises

• Periodic updates about your organization or activities

• List where media can get new information on topics they

are interested in

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“Dark” Emergency Website

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Circumstances

Context

Risk Perception

Characteristics

Audiences Channels Spokesperson Actions/Messages

Facts, history,

summarize issues.

Facts and context

about issue in

general . Have

similar incidents

occurred in the

past? When? What

were the

consequences?

Note details of

current relationship

with stakeholders

(good, bad,

controversial,

cooperativeH)

Note political

realities in local

communities.

Based on facts in

column 1, list risk

perception factors

are involved in the

emergency?

List all relevant

factors in order of

priority.

Who are your

audiences?

Which relationships

are most important?

Identify special

populations.

List the various

ways to reach each

audience: news

conferences, press

releases, websites,

social media,

“kitchen-table”

meetings, public

meetings, phone

callsH

Determine who will

be talking.

Spokesperson

should have

authority and

expertise.

Based on all

columns, enter here

what you will say.

Example: if “trust”

is a perception

factor, determine

how you will directly

address it.

Copyright, Ropeik & Associates

Time_________

Date_________Risk Communication Planning

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EPR-Public Communications (2012)

iec.iaea.org

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EPR – Public Comms Plan (2015)

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Thank you! Questions?