crisis communications:
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Crisis Communications:. The Lesson of Three Mile Island Unit 2. Presentation to the National REP Conference Ralph DeSantis, TMI Communications Manager. Where were you on March 28, 1979?. “ We have a radiation emergency at Unit 2 and it’s serious.”. Meltdown of Public Trust. Lack of: - PowerPoint PPT PresentationTRANSCRIPT
Crisis Communications:Crisis Communications:The Lesson of Three Mile Island
Unit 2
Presentation to the National REP Conference
Ralph DeSantis, TMI Communications Manager
““We have a We have a radiation radiation emergencyemergency
at Unit 2at Unit 2
and it’s and it’s serious.”serious.”
Where were you on March 28, 1979?
Lack of:Lack of:
• Adequate Emergency Adequate Emergency PlansPlans
• Crisis Crisis Communications PlansCommunications Plans
• Conflicting and Conflicting and Confusing InformationConfusing Information
Meltdown of Public Trust
Unique Aspects of TMI AccidentUnique Aspects of TMI Accident
• Magnitude of emergencyMagnitude of emergency
• Lack of knowledge about Lack of knowledge about radiationradiation
• Prolonged time of crisis Prolonged time of crisis development development
• Media inexperience with Media inexperience with nuclear energynuclear energy
• Multiple sources of Multiple sources of information information
Company & Government Not Prepared for Media Onslaught
Company & Government Not Prepared for Media Onslaught
• 300-400 reporters on scene• Overall complexity of event• Skepticism• Demand for immediate news• Growing understanding often
mistaken for cover-up • “What if” questions• “Maybe” answers
Information Voids WillInformation Voids Will Be Filled Be Filled
• Constantly changing story
• Wide variety of sources sought
• Conflicting messages led conclusion media was problem
Multiple Sources of InformationMultiple Sources of Information
• Utility
• State
• Federal agencies
• Individuals and interest groups
• Media
• Best information: source/site
What you need to learn from What you need to learn from TMITMI
• Don’t become complacent
• Assure accurate, complete and timely information
• Prepare systematic Public Information program
• Place credible source in front
• Recognize beliefs, emotions and politics color perceptions
Credible spokespersons are:Credible spokespersons are:
Competent Informed Convey facts Easy to understand terms
Cognizant Be at the scene Address real and
potential off-site consequences
Spokesperson
Guidelines:
Be Candid
Admit uncertainties
Act on best estimate of situation
Be Non-Judgmental
Refrain from making “value judgments”
Don’t point fingers
Maintain Credibility
Don’t speculate
Be accurate, honest and reasonable
Negative ImpactsNegative Impacts
• No new nuclear No new nuclear power plants power plants ordered in U.Sordered in U.S. . since 1979since 1979
• Increased public Increased public concern over nuclear concern over nuclear powerpower
Impact of the TMI-2 Accident
PositivePositive Impacts:Impacts:• Comprehensive and Comprehensive and
coordinated emergency plans:coordinated emergency plans:– nuclear plantnuclear plant
– municipalmunicipal
– countycounty
– statestate
• Dedicated emergency facilitiesDedicated emergency facilities
• Trained emergency respondersTrained emergency responders
Impact of TMI-2 Accident
• Crisis communications plansCrisis communications plans
• Trained spokespeopleTrained spokespeople
• Joint Public Information Joint Public Information CenterCenter
Positive Impacts of TMI-2 Accident - The Lessons Learned
• Much improved safety Much improved safety performance of nuclear performance of nuclear plants through better trainingplants through better training
• Single-minded attention to Single-minded attention to the operation of nuclear the operation of nuclear plantsplants
• Improved operational Improved operational performance of nuclear performance of nuclear power plantspower plants
Positive Impacts of TMI-2 Accident - The Lessons Learned
Questions