New directions for public information programs

Opportunities and problems in information programming within the nuclear industry fall into three general categories: public expectations (content), getting heard (methods and media) and credibility (quality and dependability ofinformation). The difficulty of getting the message across is compounded by a negative communications climate, the lack of belief in an immediate energy shortage, competition for the public's ear and lack of interest by those not already committed. Selection of the most appropriate media should be another concern. There is also the problem of credibility of information programming by the Canadian Nuclear Association. The use of articulate, technically competent individuals in extending communications activity is recommended. Presenting the nuclear industry favourably within the broad social context is essential to prevent the industry being singled out as a symbol of growth, high technology and high risk. The nuclear debate must be perceived in terms of its increasingly political nature. The public require dependable information that will help them reach sound decisions. This is the responsibility of the nuclear industry, the utilities, appropriate government departments and educational institutions, and is not necessarily up to the politicians. (J.T.A.)