EPR-Public Communications
L-09
Audiences and Communication Channels
IAEA
International Atomic Energy Agency
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.
IAEA
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 telephonesboth 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.
IAEA
Classification of channels
Controlled channels
Organizationcontrolled
Printed products
Public information
services
Mass mediacontrolled
Public meetings
Online chat rooms
Blogs
Internet websites
Social media
Telephone
hotlines
SMS
Video materials
Online video sharing
Broadcast media
Print media
Online media
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Uncontrolled channels
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.
IAEA
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.
IAEA