LESSONS LEARNED #10
NUCLEAR INDUSTRY HAS ONE MORE CHANCE
By James E. Lukaszewski, APR, Fellow PRSA
As Published in PBI Media LLC's PR News, July 23, 2001
Copyright © 2001, James E. Lukaszewski. All rights reserved.
Americans are more easily and frequently frightened by radiation than any other subject.
It didn't start that way. The nuclear power industry was born out of America's post-World War II desire to share and bring the world peacetime uses of nuclear energy. Americans were genuinely excited and optimistic about nuclear-powered appliances, cars, airplanes, ships, and more. Children in the late '50s, '60s, and '70s (like me) wanted to be physicists. In the classroom, we explored the power of the atom and how atomic energy was going to help us lead wonderful lives.
Then came Three Mile Island on March 28, 1979. The Exxon Valdez tragedy ten years later pales by comparison with the impact of the lying, politicking, and arrogant foolishness supported by an entire industry during that horrendous screw-up. The classic description appeared in The Wall Street Journal that June, front-page story detailing how two enterprising Philadelphia Enquirer reporters listened at a hotel room keyhole while company officials and public relations advisors appeared to plot against the public by withholding crucial information.
In one afternoon, America lost its innocence; a kind of dread set in about nuclear energy that has lasted more than a generation.
Maybe enough time has passed. Add the flaws of energy deregulation, plus our nation's surging need for electricity, and a ripe opportunity for putting nuclear energy back on the nation's energy policy radar screen emerges. Suddenly, the nuclear industry has another chance to rescue itself.
Can it learn from its past mistakes? Or will we again see psychographics, like cows, innocuous blue skies, and other vacuous wandering generalities? The prescription for a fair shot at success involves significant reduction in arrogance, a focus on open, frank discussion, operations and plans abundantly available to community scrutiny, and independent expert oversight and commentary. Will we see a meaningful sense of engagement with all the social segments these decisions will dramatically affect?
The need for significantly improved relationships with communities, not to mention nuclear facility employees, is perhaps the most crucial ingredient - even more than the science. The industry's success or failure is tied to the community's performance assessment of aging nuclear power plants being relicensed for another cycle of life - some for as long as 25 years. The odds are that one of these tired plants will have some serious mishap soon. Is the "new" industry capable of pre-emptively pouncing on problematic facilities, fixing them immediately, and instantly dealing with problems that occur? Recent power plant sales have revealed serious technical and operational issues that need to be addressed, promptly.
The story of safer nuclear energy through newer, better, smaller, more technologically sound plant designs, and benefits that outweigh risks needs to be told. The old formula that involved deals behind closed doors - albeit White House doors - will no longer be tolerated. Community acceptance is the only pathway to success. And throw in some luck.
I suggest the industry test every assumption about why the public should now accept nuclear energy against current attitudes, behaviors, and reactions. Answers must be found for questions about alternatives, for questions about why now, for questions about energy alternatives, the use of energy alternatives now, internal and external safety, waste disposal, and the industry's limited liability. The industry must be prepared to move into high gear when trouble occurs at any nuclear facility, especially in the United States. The industry must also be prepared to explain, carefully and promptly, instances in other parts of the world, particularly in Europe, where attempts are underway to bring troubled, new facilities online, some using U.S. technology and know-how.
It's about health and safety, about property values, about environmental threats, peace of mind, freedom from fear, absence of conflict, and pride in community. If the focus is all science and engineering, nuclear's rebirth will be a stillbirth.
James E. Lukaszewski, APR, Fellow PRSA, is chairman of The Lukaszewski Group, a consultancy specializing in crisis communication management and has pioneered the field of litigation visibility management. He has recently authored, in collaboration with the PRSA, a three-volume crisis management strategy series, available through http://www.PrandMarketing.com. Reach Jim at jel@e911.com or 914/681-0000. Copyright © 2001, James E. Lukaszewski. All rights reserved.