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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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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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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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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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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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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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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