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Nuclear Communication and
Stakeholder Engagement
IAEA
11 October 2012
DOE-NTD-1453; D
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Country Background
Current Scenario
Why People Fear Nuclear Energy?
State of Nuclear Communication
Gap to be Filled
Communication Objectives
Interventions
Challenges
Way Forward
Contents
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DoE Mandate: access to varied affordable sustainable energy
sources.
Primary national energy source: Coal
Existing Nuclear Installations:
Koeberg nuclear power station
Safari Research reactor (low enriched uranium)
Vaalputs waste repository site - low level & intermediate
waste
Country Background
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Future Programme:
IRP2010-30 - 9 600MW (5/2011)
National Nuclear Energy Executive
Coordinating Committee (new build govt.
decision making body created 11/2011)
National Radioactive Waste Institute (1/2009
promulgation)
Country Background
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Current Scenario
Growth of anti-nuclear campaigns nationally.
Activities – public spaces, nuclear events,
government and SOEs premises.
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Current Scenario
Primary Concerns:
Rotating door syndrome
Safety
Skills capability
High initial cost - (vs RE or Gas)
Waste management
Sector transformation
Job creation – sustained growths
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Current Scenario
Media carrying more anti-nuclear messages than balanced
messages
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Why fear Nuclear Energy?
Not immediately visible or tangible.
“Fright or flight” - basic human reaction to the unknown.
Highly limited public understanding.
1st primary public knowledge of nuclear power’s effect – WW2
devastation.
Nuclear headlines associated with major disasters – Chernobyl,
Three Mile Island, Fukushima (vs positive societal contributions)
SA’s nuclear programme negatives include - apartheid legacy
weapons programme – up to late 1990s; failed laser enrichment
programme; 2008 collapse of PBMR Project (Pebble Bed
Modular Reactor).
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Steps towards changing
perceptions
SOEs Programmes:
Eskom
NECSA
NNR
Industry & Others
Government Programme
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State of Nuclear Communication
ESKOM
Koeberg Visitors Centre.
Approx 40 000 visitors per annum.
Primarily school children (daily bussing programming) &
local community.
Positive key message: “Nuclear Power is safe, relatively
cheap and stabilises the electricity grid.”
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State of Nuclear Communication
ESKOM
Monthly public engagements – since 2006.
Target – 500 people per session.
Environmental Impact Assessment (Nuclear-1)
Where – 3 preferred new sites: Bantamsklip, Thyspunt,
& Duynefontein.
• Key messages: “nuclear
site safety; minimal
environmental impact.”
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State of Nuclear Communication
NECSA
Necsa Visitors Centre – (2/2011)
Popular - 10 000 visitors during 2011.
Who – primarily daily school excursions (general
understanding + career development).
Key message: demystification of Nuclear; role of
Nuclear Science and Technology in everyday life -
health.
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State of Nuclear Communication
National Nuclear Regulator (NNR)
Quarterly Public Safety Information Forum meetings:
Koeberg, Safari, Vaalputs (plus Necsa CSI).
Koeberg & Safari annual emergency exercise drill.
Key message: Nuclear is safe, regulated and the NNR
is ready for emergencies.
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State of Nuclear Communication
Industry and others
• 2-3 local Nuclear conferences per year (2012 NIASA
Youth @ Wits; & Stakeholder Conference)
• Target: Industry role players + current and future sector
professionals
• Approx. 1000 people per annum
• Key Messages: Nuclear is part of the future; economic
opportunities; professional awareness; information
sharing & new build programme updates.
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State of Nuclear Communication Government
1 dedicated Nuclear Outreach per annum.
20 PPP’s per annum (include nuclear messages)
Ad-hoc Departmental Events (include nuclear messages)
Exhibitions @ Events, Science Weeks etc.
Face-face meetings with NGO representatives.
Pro and reactive media programme – supported by Monitoring.
Target audience – communities; community leaders; opinion makers;
youth; NGO’s; CBO’s; Media.
Key Messages: nuclear energy is part of the energy mix strategy
improve reliable access; emphasise community benefits.
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State of Nuclear Communication
Government
Primary Messengers:
Deputy President; Energy Minister; Other Cluster
Ministers
Secondary Messengers:
Senior Department Officials; CEOs of State Owned
Entities; Independent sector role players - Experts;
Spokespersons
Civil sector Nuclear Ambassadors; nuclear lobby
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Knowledge Gap to be Filled
3,000,000 2,000,000 1,000,000 0 1,000,000 2,000,000 3,000,000
0–4
5–9
10–14
15–19
20–24
25–29
30–34
35–39
40–44
45–49
50–54
55–59
60–64
65–69
70–74
75–79
80+
Population
Age GroupPopulation Pyramid of South Africa - June 2011, Stats SA
Female
Male
Directly reach
approx 60 000
people per year,
mostly school
children
Indirect reach
approx 1m
people per
year, mostly
school children
and young
adults
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Target Audiences All genders & races (focused messaging in line with levels of
understanding/education)
Ages groups:
Primary: 10 – 40yrs (educate & influence opinions,
economically active)
Secondary: +41(change opinions & perceptions by
sharing factual knowledge ito societal contributions)
Communities adjacent to installations
Installation employees; Operators
Government – 3 tiers (across political lines)
Stakeholders – Industry, Business, Unions, Tertiary Sector
NGO’s; CBO’s; Opinion makers; All citizens
Media
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Communication Objectives
Develop & cost a phased campaign (5yrs).
Increase public awareness.
Increase public acceptance.
Influence public opinion of govt objectives.
Create awareness of an open and
transparent process
Govt information channels = 1st & trusted
point of call for information.
Demystify and Humanise Nuclear Energy
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Proposed Interventions
List of preferred Phased Interventions for optimum reach
across age groups and local & national media vehicles.
Phase 1: none to least cost
Community platforms (municipal ward level)
Outreach Programmes (PPPs)
Face-face engagements (NGOs, CBOs)
News articles (Op-Eds)
Government publications
Panel Debates (TV & Radio)
Interviews (Radio, TV, Print)
Website (FAQs, Fact Sheets, Documents, track interest)
Media Roundtables & Workshops
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Proposed Media Interventions
Phase 2: medium to high cost
Electronic Advertising (TV & Radio)
Print (Inserts/Adverts/Billboards/Pubs)
Documentary’s (eg. NIASA documentary)
Social Media (FB, Twitter, WhatsApp + bulk SMS
= SITA constraints)
Drama/narration (Industrial Theatre, Radio, TV –
storyline integration)
Public Surveys & Opinion Polls
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Challenges
Strengthening quarterly Communicators Fora for improved co-
ordination across government and SOE’s.
Strengthening media interaction programmes at national and regional
levels.
Building a database of expert commentators across opinions.
Unified messaging – Demystify Nuclear, Nuclear is a viable option,
(NOT – Nuclear is the BEST).
Enhanced information sharing/monitoring across cluster govt depts,
GCIS and SOEs.
Govt requirement for minimum 6 languages usage (6 of 11).
Conduct national Nuclear awareness/attitudes Survey.
Engage opinion makers & stakeholders in the planning process for the
roll out.
Engage Labour unions on skills development and economic benefits of
nuclear development
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Way Forward
NNEECC endorsement of an integrated, and
aggressive communications campaign (achieved
8/2012).
Government to be the lead coordinator (NNEECC
agreed 8/2012).
Finalise Phased Communication campaign plan
for implementation from Nov. 2012
Institutionalise Communication Protocols – 3 tiers
of government + SOEs.
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THANK YOU
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Why have Nuclear Energy? • SA has large resources of Uranium waiting to be
beneficiated (4th place internationally)
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Why have Nuclear Energy? • Untenable Coastal - inland distances – need Base-load to
Stabilise Grid
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