EPR-Public Communications L-011 Good Practices for

Review: Good communications practices Give people things they can do;
Don’t delay in communicating about risk;
Provide as much relevant information, as soon as possible; it can be updated.
If information needs to be changed as the emergency evolves, clearly explain why to avoid loss of credibility and trust;
Initial perceptions will “frame” the risk in the public’s mind;
Once the risk has been framed it will be difficult to shift this perception.<br>

Review: Good communications practices Communicate clearly about who is at risk and who is not;
Plan how to deal with increased anxiety;
Consider the perspective of the audience in developing information and messages to be communicated;
Consider pre-existing knowledge and language skills;
Use plain language in explaining scientific and technical information.<br>

Review: Good communications practices Prepare as much information in advance as possible;
Anticipate likely questions and prepare answers in advance.<br>

Review: Good communications practices Identify effective communications channels in advance;
Consider the risks and benefits of both controlled and uncontrolled channels.<br>

Review: Good communications practices Use the internet to its full advantage;
Plan for high use demands of an emergency —bandwidth and low graphic versions;
Listserv for users to sign up for updates;
Enhanced media relations;
Monitor the Internet for misinformation and rumours;
Mobile phones have made it possible to broadcast text messages with emergency information.<br>

Review: Learning from past practices IAEA Public Communications during the response to TEPCO’s Fukushima-Daiichi NPP accident
Insufficient bandwidth to meet demand
Caused long delays in web site response;
Site required 45 times more bandwidth than normal;
Limited web site access
For first three weeks, web site access was often not possible, led to public criticism of IAEA;
Use of Facebook
To overcome initial black-out period, all emergency content was posted on Facebook, which remained visible without loss through the emergency period;<br>

Putting practices into action Plan for possible types of emergencies;
Identify which nuclear technology and radiation sources are in use;
Are these sources fixed or mobile?<br>

Putting practices into action IAEA Threat Categories
I—facilities, such as nuclear power plants, which could give rise to severe deterministic health effects;
II—facilities, such as research reactors, which could give rise to significant off-site doses;
III—facilities, such as industrial irradiation facilities, which could give rise to significant on-site doses;
IV—activities that could warrant urgent protective actions in an unforeseeable location;
V—activities, not normally involving radiation, which could be contaminated as a result of events at a category I or II facility.<br>

Putting practices into action What will need to be communicated and to whom:
Technology;
Isotopes;
Possible protective actions;
Duration;
Affected audience;
Warning
Give people something they can do.<br>

Putting practices into action How to plan for this communication:
Duration of response;
Expected public information activities;
Facilities and number of staff required;
Supporting services;
Developing a roster and assigning staff;
Training required;
Shifts required.<br>

Putting practices into action Working through these elements will help you create a practical response plan for public information during an emergency;
This plan can be further refined by considering other scenarios, particularly those involving mobile sources of radiation, as these can occur anywhere.<br>

Putting practices into action Prepare standardized templates in advance:
“Holding Statements”;
Press releases;
Media advisories;
Fact sheets on radioisotopes or facilities where a radiation emergency could occur.<br>

Sample holding statement Sample Holding Statement (For use before specific information is available):
  
Date: [date of issue] [News Release Number]
Time: [time of issue]  

[Organization name] confirms that it has received a report of [nature of event]. According to the information received at this time, the [event] occurred at [time and location]. Reports indicate that [any confirmed information on the event] and that [any initial measures] measures are being taken to protect [the public, responders, products, trade, or specify as appropriate]. The [specify plan as appropriate] emergency plan has now been activated [and we have activated our public information centre].
 
[Organization name] is coordinating its activities with responders now at the scene and other involved agencies [specify as appropriate]. We will be providing further information as soon as it becomes available. [Provide details on timing of any updates or briefings]. The next [briefing/update] will take place at [location and/or time].
 ———————
 For further information:
 
Name [name of contact for the media]:
Title [title of media contact]:
Organization:
Telephone:
Mobile:
Email:
Website:<br>

Putting practices into action Train staff who could be involved in communicating during an emergency:
Response structure to be used and reporting up;
Plans, procedures and checklists;
Approval procedures;
Radiation protection and emergency measures.
Practice regularly by participating in emergency simulation exercises and drills.<br>

Opportunities to engage the media Find opportunities to engage the media through proactive media relations activities:
Emergency simulation exercises;
Training opportunities for journalists and editors;
Establish regular contact with key media;
Build positive relations with all media by responding in a timely fashion to their requests for information or interviews.<br>

Putting practices into action Develop a communications plan for the recovery phase;
Communications must take into account the scale of the impact of remediation measures on different communities;
Need to communicate any decontamination measures ongoing or planned;
Communicate about any risks, pathways, countermeasures, dose estimates, monitoring programs, food restrictions and effectiveness of clean up measures;
When permitting people to return, any remaining contamination and risks will need to be communicated clearly;
Consider involving those affected in remediation decisions.<br>

A final thought Remember: you will communicate better with people if you can think as they are thinking.<br>