Turning nuclear communications inside out

Due to debates on the security of energy supply in the European Union, the international efforts on the implementation of Kyoto protocol and the forthcoming liberalization of the electrical energy market the attention of Hungarian decision-makers was focused on energy related problems. Discussions started on the future role of nuclear power and anti-nuclear environmentalists became more active in their criticism. Changes were needed in the approach and practice of communication on nuclear energy. Previous practice turned to be inefficient in dialogue with different social and influential groups. Public information could not be considered any more as an activity explaining measures to cope with incidents and accidents or giving technical answers to mostly superficial statements on allegedly unsafe features and solutions in nuclear industry. It was time to change the paradigm and to turn the communication into a powerful tool to put forward the arguments, to show the achievements and facts and to explain the efforts in addressing public concerns. The new paradigm turned the previous outside-in approach to a new inside-out type of behavior. Instead of reacting to the attacks coming from outside the new approach means first of all commitment to be open and pro-active in communication and to act in close cooperation with all interested organizations and institutions. The three pillars of the new paradigm, commitment, communication and co-operation are applicable not only for the nuclear industry, but also for the governmental agencies (regulatory bodies, health and emergency authorities etc.) and for the wide range of technical, scientific and civil organizations. Public information should be turned from a burden to a challenge for open, technically valid and honest dialogue. This active communication approach is illustrated by some new initiatives in public information in Hungary. Following the successful Nuclear Academy for Journalists formed new Section of Nuclear Journalists was formed within the Association of Hungarian Scientific, Company and Industrial Editors to continue discovering the nuclear applications in the field of health, agriculture and industry. With the support of the Hungarian Atomic Energy Authority visits to institutes, hospitals and factories were organized with 20-30 participating journalist. The Public Agency for Radioactive Waste Management initiated a new program to inform the people in the vicinity of the present and future low and medium level waste disposal site. One-day programs were organised for the inhabitants of the surrounding villages. In the scientific-technical sessions well-known scientists explained the essential facts of radioactivity, nuclear energy and waste disposal. The sessions were attended by the mayors and leading representatives of local communities as well. For the general public site a visit was arranged. School children participated in special physics lessons and quizzes which helped them to understand more about radiation and nuclear energy. The FINE (Youth for Nuclear Energy) set up a nuclear tent for the second time during a three day happening on the Obuda Island. They had several hundreds of visitors filling out tests and winning some small presents. It gave a good opportunity for lively dialogs and explanation of the facts. The Paks NPP has been organizing so-called open-days for the communities in the vicinity of the plant. These events with 400-450 people from neighboring villages offered the opportunity to visit different parts of the plant (Fire Service, Water Sources, Centre for Training and Maintenance) and look around. The plant management met the participants at discussion forums. Sport and cultural events helped people enjoying their times. (author)