Media Relations Strategies in a Post-Information Age - 18452

Many organizations that deal with radioactive materials reluctantly engage in media relations and social media. This paper explores the drivers behind the dramatic coverage of clean-up activities nearest to large media markets. Interviews and media analysis reveal how companies and government actors responded to aggressive media investigations. Insights from professional journalists demonstrate the significance of Freedom of Information Act (FOIA) requests and computer assisted reporting on past and future coverage. Coverage of Hanford and Santa Susana Field Laboratory set the stage for creative engagement strategies developed to support public interest in clean-up efforts. Industrial and engineering firms, particularly small to mid-sized subcontractors, often place less priority on media and public relations. However, recent examples demonstrate that organizations that deal with scientific risk must evolve. Firms that acknowledge changing media trends update their communication strategies in ways that improve public trust and understanding. It's easy to understand why many organizations resist communicating when public concerns arise. Legal issues and contract restrictions may limit communications. The return on investment may seem low. Understanding exposure and hazard requires perspective, context and accuracy. Reporters and citizens also have better access to primary sources. Computer assisted reporting (CAR) and the dramatic rise of requests under the Freedom of Information Act (FOIA) lay bare details of the inner workings of complex situations, often without context. Examples from FOIA requests and challenges filed in the U.S. district courts, are described to help project administrators understand the points of view that can take shape on government projects from filings and disclosures. The range of benefits and risks of ongoing interaction with reporters provides a framework for assessing the right level of effort. For remediation efforts near large media markets, the influence of effective communication is magnified. (authors)