Messaging the nuclear industry in the aftermath of the Japan tragedy

The enormity of the tragic events in Japan have vast human consequences that cannot be overlooked. Those of us in New Orleans and other places that have been ravished by natural disasters can certainly feel the pain and anguish the people of Japan are now living with day to day.

And while attending to the needs of those thousands who have suffered in Japan, it may be instructive as public relations professionals to turn our attention to the nuclear power industry itself which now faces its own crisis - one that may in fact leave the industry fighting for survival. The most immediate challenge for the industry is how to message what happened in Japan and how to regain that confidence the nuclear energy industry struggled to achieve over the past twenty-five incident free years.

Here's my advice to the industry...not that anyone asked:

1. Speak and show compassion first, foremost and always. Today's debate is not about cheap energy or the world's increasing demand for access to affordable power in light of dwindling supplies of oil and gas and the slow progress of solar and wind generated power. It's about a natural disaster of epic proportions and the human impact that disaster has had on an entire nation. Any attempt to fast forward the discussion into an intellectual one about economics and energy supplies at this early point would be both unwise and insensitive.

2. Recognize that growing concern about the safety of nuclear power is both logical and understandable in light of this incident, and that safety should always have a place in the debate about nuclear power. treat those who disagree your position with respect, rather than seek to portray them as alarmists.

3. Put what happened in Japan into proper context: This was a natural disaster, not a man-made one. Stress the safety record of the plants in Japan and out that record into terms people can understand...X million hours of safe operations, etc. This is an extreme aberration, not business as usual. Context is important. Critics of nuclear power will be quick to focus on "what could have happened" - worst case scenarios, etc. Keep the focus on what DID happen and the positives of a government and private sector response that worked with a high degree of success to protect the public and the environment.

4. Demonstrate that the industry takes what happened in Japan very seriously and that the industry as a whole is committed to learning lessons that will even further improve the safety performance of nuclear plants around the world. Every major disaster - natural or man-made has spurred policy makers and industry to take a good look at what happened and why, and to adopt positive steps to minimize risk in the future. The tsunami in Japan should be no different.

5. Monitor the media - mainstream and social and stay well attuned to what's being said by both your harshest critics and the more neutral sources. But don't over-respond, particularly to those who have always been against nuclear power. They're not your audience and you'll never win their confidence. Stay focused on the people and groups that really matter and do your level best to address their questions and concerns in a prompt and meaningful way.

6. Be proactive in discussing health and safety in every community where nuclear plants operate and everywhere they are being considered for construction. Engage, inform and above all, listen to legitimate questions and concerns.

7. This isn't about image. It's about performance. Resist the temptation to message the important discussion ahead through slick TV ads a la BP following the April 2010 Gulf spill. In these most challenging of circumstances the nuclear power industry must learn to do what most industries have failed to do even when times are good: engage and inform on a personal, human level without the filter of a television screen.

8. Just as this issues is not about image, at this point in time it's also not about costs and access to affordable energy. You can't convince people who are scared for their lives and health that having access to cheap power is a fair exchange for what they perceive to be immense risks - especially in the wake of a tragedy like the one facing Japan. Keep the focus on safety for the foreseeable future. There will be plenty of time to talk about costs and access later on.

9. Finally, in the long term, this issue isn't about popularity or public opinion. It's about public policy, and the reality is that they aren't always the same thing. The debate about the future of nuclear power will be won through intellectual discussion and clear, approachable presentation of the facts. It's a debate that's to be won over the long haul at a point in time where very real and raw emotions over the tragedy in Japan can, in most quarters, be overcome by recognizing that while there are risks associated with nuclear power, nuclear energy can be delivered safely through the combined diligence of the industry, government and even the detractors who have as much of a stake in the safe delivery of nuclear power as the rest of us.