HASFAZILAH HASSAN MALAYSIAN NUCLEAR AGENCY

MINISTRY OF SCIENCE, TECHNOLOGY & INNOVATION M A L A Y S I A

1. Introduction 2. Strategic Approaches 3. Challenges 4. Lesson Learned 5. Way Forward

19 Sept 1972 - Malaysian Nuclear Agency (Nuclear Malaysia) is a R&D organization, established with the onus of introducing and promoting the use of nuclear science and technology in national development.

However, in some ways, the fundamental principles for engaging and approaching media may be similar for all technologies and in all countries, since they deal with basic human nature.

There is no universal formula for engaging media on Nuclear Energy, because social and political systems and levels of existing public understanding and acceptance vary for each country.

Issues of radiation risk, nuclear accident,waste, economic and radiation safety are the topics of main interests among journalist for most countries

June 2009: Government has decided to opt for nuclear energy to be one of the fuel options for electricity generation in post-2020. This decision will definitely stimulates public concerns and media as well

Media is one of an effective method to convey our messages to a targeted or simply wider audience.

2.1 CATEGORISE

THE AUDIENCE

2.2 IDENTIFY ISSUES

2.3 ANALYZE 2.4 ACTION

PLAN

2.5 MEDIA MONITORING

& REVIEW

2. 1 CATEGORISE THE AUDIENCE

Ethnic group

Urban/

rural

education

age

Political affiliation

Assessment of audience by stakeholders

Geo area

• Workshop to train research/science/nuclear communicators

• Media training for the spokeperson

• Instructor from IAEA

• Topic covered incl. media skills, situational analysis, public psychology, etc.

Communication Training (TOT)

• Communication through professional associations such as; -

• MSNT (Malaysian Society for Nondestructive Testing)

- MARPA (Malaysian Radiation Protection Association)

- MNS (Malaysian Nuclear Society)

• WIN

• MARS

Specialised Communicator

• Pro blogger from local university students ; UNITEN, UTM & UKM.

• Journalist – local media proxy

• School teachers.

Associate communicators, such as local journalist

Since 1980s..

List of publication

- Warta Nuklear Malaysia (M)

- Agensi Nuklear Malaysia (M ,E)

- Radiation: Fact of Life (M, E)

- Annual Report (M&E)

- Plant & Facilities (Malay & English)

- Nuclear: Energy for Future (M, E, T, C)

- FAQ NPP (M, E, T, C)

- Journal of Science Nuclear Malaysia (E)

- Nuclear Technology (M, E)

- Nuclear Malaysia in the News (E)

- Nuclear Technology Propel The Nation Vision (M, E)

Year Brochures distribution

2011 58,176

2012 30,350

2013 35, 850

2014 30,200

Mailing List:

Professionals Assc., Universities, Government

Agencies, R&D Institutions, Schools,

Community Libraries, Public .

M:Malay E: English T: Tamil C:Chinese

Publications

Media: interview, publicity and engagement

Expert Meet Media

•Database

•Contact point/directory

• Special session for expert to be with media

• average of 2 experts participate per month

Media Who’s Who

List of local media

• Bernama

• Utusan Malaysia

• The Sun Daily

• The Star

• TV Stations: RTM, TV3, ASTRO

• Radio Stations

• Internet TV

• An appreciation to media

• Encourage media to keep on giving publicity to nuclear energy

Visit to Local Media Agency

Media Award

Year Exhibitions Visitors (average 500/ programme)

2011 56 28,000

2012 69 34,500

2013 34 17,000

2014 40 20,000

Associations MSNT, MNS, MARPA, IEN, WIN

Audience: Professionals, Public - An average of 100 people attended

Exhibitions – Media are invited at anytime

Audience: Professionals, Universities & School; Students , Public,

Public Lectures - Humanizing Nuclear Technologies

• http://www.nuclearmalaysia.gov.my

• Jan 2015: Portal hits : 1,275,293

I love Nuclear Golf Tournament

• To promote nuclear activity in an informal approach

• Understanding journalist

Nuclear Malaysia Official Website

FB: NuklearMalaysia Twitter: @KPNuklear Instagram : @ KPnuclear FB: UKKNuklearMalaysia

Nuclear Malaysia Centre of Excellent Gallery

• audience: professionals, students, Stakeholders, public, profesional colaboration

Lead by Information Management Division, NM

• Press Media, Electronic media, Blog, News media, NGO Publications, Publics Forum & social media.

Information Collection & Compilation

• Information Dissemination

• National Reference Center One-stop inter-agency resources and referral

centre

3. CHALLENGES

1. Funding

2. Lack of skills

3. Bureaucracy

4. Attitude – Expert, Spokeperson,

Journalist

1. Train our own scientist to become science communicator

rather than outsourcing engaging media to the professional

PR agency

2. Jargon is the enemy of good media relations.

3. Sufficient budget and tools

4. Media plan should be very clear and implemented

accordingly

Nuclear Malaysia will continuously carried out media engaging activity programmes to give better understanding about nuclear technology to the public

The emerging dominance social media within public communication

can be best addressed through a virtual science media centre to enabler wider coverage

Throughout the years, Nuclear Malaysia has accomplished our mission

on engaging media. However, we need to streghten our strategies.

HASFAZILAH HASSAN Manager Corporate Communication Unit Director General’s Office Malaysian Nuclear Malaysia. asfa@nm.gov.my