Crisis Communications:Crisis Communications:The Lesson of Three Mile Island

Unit 2

Presentation to the National REP Conference

Ralph DeSantis, TMI Communications Manager

““We have a We have a radiation radiation emergencyemergency

at Unit 2at Unit 2

and it’s and it’s serious.”serious.”

Where were you on March 28, 1979?

Lack of:Lack of:

• Adequate Emergency Adequate Emergency PlansPlans

• Crisis Crisis Communications PlansCommunications Plans

• Conflicting and Conflicting and Confusing InformationConfusing Information

Meltdown of Public Trust

Unique Aspects of TMI AccidentUnique Aspects of TMI Accident

• Magnitude of emergencyMagnitude of emergency

• Lack of knowledge about Lack of knowledge about radiationradiation

• Prolonged time of crisis Prolonged time of crisis development development

• Media inexperience with Media inexperience with nuclear energynuclear energy

• Multiple sources of Multiple sources of information information

Company & Government Not Prepared for Media Onslaught

Company & Government Not Prepared for Media Onslaught

• 300-400 reporters on scene• Overall complexity of event• Skepticism• Demand for immediate news• Growing understanding often

mistaken for cover-up • “What if” questions• “Maybe” answers

Information Voids WillInformation Voids Will Be Filled Be Filled

• Constantly changing story

• Wide variety of sources sought

• Conflicting messages led conclusion media was problem

Multiple Sources of InformationMultiple Sources of Information

• Utility

• State

• Federal agencies

• Individuals and interest groups

• Media

• Best information: source/site

What you need to learn from What you need to learn from TMITMI

• Don’t become complacent

• Assure accurate, complete and timely information

• Prepare systematic Public Information program

• Place credible source in front

• Recognize beliefs, emotions and politics color perceptions

Credible spokespersons are:Credible spokespersons are:

Competent Informed Convey facts Easy to understand terms

Cognizant Be at the scene Address real and

potential off-site consequences

Spokesperson

Guidelines:

Be Candid

Admit uncertainties

Act on best estimate of situation

Be Non-Judgmental

Refrain from making “value judgments”

Don’t point fingers

Maintain Credibility

Don’t speculate

Be accurate, honest and reasonable

Negative ImpactsNegative Impacts

• No new nuclear No new nuclear power plants power plants ordered in U.Sordered in U.S. . since 1979since 1979

• Increased public Increased public concern over nuclear concern over nuclear powerpower

Impact of the TMI-2 Accident

PositivePositive Impacts:Impacts:• Comprehensive and Comprehensive and

coordinated emergency plans:coordinated emergency plans:– nuclear plantnuclear plant

– municipalmunicipal

– countycounty

– statestate

• Dedicated emergency facilitiesDedicated emergency facilities

• Trained emergency respondersTrained emergency responders

Impact of TMI-2 Accident

• Crisis communications plansCrisis communications plans

• Trained spokespeopleTrained spokespeople

• Joint Public Information Joint Public Information CenterCenter

Positive Impacts of TMI-2 Accident - The Lessons Learned

• Much improved safety Much improved safety performance of nuclear performance of nuclear plants through better trainingplants through better training

• Single-minded attention to Single-minded attention to the operation of nuclear the operation of nuclear plantsplants

• Improved operational Improved operational performance of nuclear performance of nuclear power plantspower plants

Positive Impacts of TMI-2 Accident - The Lessons Learned

Questions