Post-Fukushima communications

vital for Borssele NPP

Jan C.L. Van Cappelle Head of the NPP Borssele

The Netherlands

only 1 NPP

Borssele NPP = centre of national political & public interest!
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‘Stealing Thunder’

Communications strategy Stealing Thunder:

announcing the bad news ourselves
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‘Stealing Thunder’
three aims:
1. 2. 3. maintain support Borssele NPP maintain support nuclear energy maintain support second NPP in the Netherlands

two restrictions:

1.no communication about Japan, or about others 2.no participation in discussion programmes

how:

Good AND bad news Borssele NPP
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Good & bad news

Flooding

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‘Stealing Thunder’

reduces impact of negative information

increases confidence in organization
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Tactics
complex information made understandable to the public

www.kerncentrale.nl

Q&A’s

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Tactics

initiative explaining results stress tests to members parliament

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Results

politicians and the public drew conclusions based on relevant facts & figures to our benefit: 1. secured our legitimacy 2. convinced politicians and the public of our reliability

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Lessons learned

• act quickly
• mandate decision making to communications department

• management must support strategy
• technicians and communications actively collaborate • there is no way back!

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‘Stealing Thunder’ NPP Borssele
Helping to emerge communications crisis
without damaging reputation
50.0% 45.5% 45.0% 40.2% 40.0% 35.0% 30.0% Before Fukushima 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Very positive Positive Neutral Negative Very negative 5.1% 3.0% 8.3% 6.0% After Fukushima 44.0% 41.1%

4.5% 2.4%

Poll upon the reputation of EPZ

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Thank you for your attention!
Zeedijk 32, 4454 PM Borssele Postbus 130, 4380 AC Vlissingen Telefoon 0113 – 356 00 E-mail: info@epz.nl Website: www.epz.nl

In our business it’s very hard to do right, but you can very easily do wrong!
N.V. Elektriciteits-Produktiemaatschappij Zuid-Nederland EPZ

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