Crucial Lessons from Fukushima for the Global Nuclear Industry

- Key to Communication: be Preventive,Proactive and Professional

Kaoru KikuyamaInternational Nuclear Energy Public Private Partnership

WNA Symposium 201312 September 2013

1 Out of 50 Commercial

Nuclear Reactors, Operating Today

Everything was new to us

• Overview – Update to Post Fukushima • New World of Communication• What – Public Communication• How – Public Communication• Conclusion

Overview - Update to Post Fukushima (1)

Global・ Some countries have been facing the nuclear phase-out policy or slowing down new builds・ Major nuclear countries have restored the public acceptance・ Most of new nuclear candidates continue the new build process・ Safety standards have been reviewed for more stringent regulations ・・・・・ Nuclear business seems back on track

Japan・ New regulatory body, NRA was established in Sept. 2012・ New safety standard regulation has been issued since July 8, 2013・ Fukushima plant decommissioning planning is underway・ Radiation decontamination in Fukushima Pref. is barely achieved・ Evacuees life have not returned to normal ・ LDP government is pro-nuclear and promotes export business・ Utility companies financial situation have gotten worse・ Distrust of nuclear sector remains high with both gov. and industry

Overview - Update to Post Fukushima (2)

New trend countering nuclear orthodox ・・・・

• Energy Market: Nuclear faces more competitors - Shale gas, large scale renewables, advanced coal/gas fired plant

• Technology Evolution: Energy conservation technology creates new business

• Climate Change: Lower attention and gear • People’s Mind Shift: “We can/should live without nuclear”

New World of Communication (1)

◆ We live in a new world ….and progressing - SNS (remember Arab Spring) - Cyber penetration (hacking your company site) - Young people have more to say and they do to

Internet

◆ We live in a new world ….and progressing - SNS (remember Arab Spring) - Cyber penetration (hacking your company website) - Young and/or silent people have more to say and they do to change the world

New World of Communication (2)

◆ With Internet, the world lives much faster - Inaccurate information can get available and spread more easily and fast - Divide between Have and Have-not of information in both ordinary time and emergency gets wider - World of abundant information available challenges the people to select the correct one or get manipulated in the unprecedented speed - Digital world allows information to walk alone without the human interface

◆ With Internet, the world is smaller and lives much faster - Inaccurate information can get available and spread more easily and fast - Information is not given but accessed from various sources - Divide between Have and Have-not of information in both ordinary time and emergency gets wider - World of abundant information available challenges the people in selecting the correct one or get manipulated and misled at the unprecedented speed - Digital world allows information to walk alone without the human interface

What - Public Communication (1)

• Public communication is required for both utility companies and regulatory body with the professionally qualified skill

• Public communication is needed at both ordinary time and emergency

► If you wait until an event occurs, you are too late• Communication is the key to build trust with the public ► risk perception, suspicion do not diminish automatically • Utility companies should work with local media to keep the

public informed and to address any false issues raised by critics

　 ► media should be kept neutral if not a friend

9

What - Public Communication (2)

• Communication is not one-way information traffic, but mutual understanding

• Communication is the engagement and cooperation with the public on a common ground

• Industry organization leadership is indispensable

10

How - Public Communication (1)

• Public communicators must be trained in order to be effective - Necessary communication skills and management should be

the both part of the training ► Bad press interview is worse than no information• Use common words and metaphor as much as possible, and

avoid technical jargon　 ► Judge first who your main audience are• Be a neighbor and a part of community ► Plant is operated by human, someone next door• Utilize grass root influences and opinion leaders to deliver

messages • Make effective usage of messages found on SNS ► Data mining technology (Big Data analytics, MROC)

11

How - Public Communication (2)

• Through social media, detect a social trend and an anxiety source (both in-house and outside world)

► Early detection prevents events from being out of hand ► Response in timely manner is prerequisite ► New type of community, virtual, impersonal, extensive and random, so messaging skill is required for a potential damage control ► Obtaining effective data to create a PR strategy ► Enabling a real-time deep digging interaction ► In-house social network can serve the inside communication and corrective culture ► Collaboration with IT division is essential

12

How - Public Communication (3)

13

Training requirements for spokespersons

and PR specialists 　 ◆ 　 Communication fundamentals including risk communication　　◆ On camera interview skills ◆ Written communication ◆ Event timelines ◆ Press briefings ◆ One-on-one interviews with reporters (print and electronic) ◆ Participation in emergency drill ◆ Social Media technique ◆ Internet basics and utilization

Communication methods evolve sincecommunication is skill and technology Communication methods evolve sincecommunication is skill and technology

Communication should be proactive and preventive

Communication should be proactive and preventive

　　　　　　　　　　　 Conclusion 　　　　　　　　　　　　　　　　　　　

Public is the stakeholder whodetermines the future of nuclear

Public is the stakeholder whodetermines the future of nuclear

Thank you