iaea international atomic energy agency epr-public communications l-09 audiences and communication...
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IAEAInternational Atomic Energy Agency
EPR-Public CommunicationsL-09
Audiences and Communication Channels
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Audience needs
• “General public” notion is not accurate; • Each group has specific interests, priorities
and information needs;• Audiences must be identified prior to
emergency;• Directly affected groups require detailed
information on risks and responses;• Indirectly affected groups need tailored
information to reduce risks and fears.
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Identifying audiences
• People directly affected by emergency;
• People associated with those affected (e.g. families, friends, colleagues and neighbours);
• People using affected infrastructure (e.g. roads, parks, schools and water supplies);
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Audiences – continued
• People affected by protective actions (e.g. evacuation, iodine tablets and sheltering);
• People responsible for responding to the event;
• People measuring & monitoring contamination;
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Audiences – continued
• Opinion makers and leaders in affected area;• People making decisions on radiation
protection;• People obstructing decisions on radiation
protection;
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Audiences – continued
• People who need to be informed by law, convention or agreement;
• People suffering economic shortages due to the event.
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More audiences
• Nuclear actors not involved in emergency response;
• Potential visitors to affected site (e.g. reporters, officials, environmental activists and regulators).
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Key communication tips
• Audiences should be engaged in preparedness phase;
• Identify drivers of trust, agreement and controversy;
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Tips – continued
• Involve stakeholder groups in policy dialogues and decisions;
• Involvement builds trust, understanding and cooperation;
• Trust ensures that stakeholder involvement builds confidence and cooperation.
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Audiences, channels and messages
• Audiences;• Messages;• Information products and activities;
• Effective communications strategy forges an efficient combination of these key components.
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Key channels of communication
• Different channels are available to transmit information from an organization to the public;
• These channels can be controlled by a specific interest or can be completely uncontrolled;
• Communications channels include telephones- both voice and text; electronic media-television and radio; print media; internet-email, websites and social networking technologies;
• Not all channels will necessarily be available or practical to use in an emergency.
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Classification of channels
Controlled channels
Organization-controlled
Printed products
Public information services
Internet websites
Telephone hotlines
Video materials
Mass media-controlled
Broadcast media
Print media
Online media
Uncontrolled channels
Public meetings
Online chat rooms
Blogs
Social media
SMS
Online video sharing
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Available communications channels
• What are the common communications channels that would be available in your country?
• Are they controlled? By whom?• Are they uncontrolled?
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Organization website
• Should contain pre-existing content on radiation safety;
• Should have sign-up for e-mail updates;• Should have all press releases issued;• Can host officials and reporters for on-line
interchange;• Organization should identify itself on social
media sites.
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Mass media
• Internet will not replace the traditional news media;
• Misleading information could negatively affect emergency countermeasures;
• Special companies monitor/analyze mass media and internet sites.