1. A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS
Sydney, Melbourne | www.gemaker.com.au | @gemaker
Sharon Kelly
Media and Communications Specialist
gemaker Twitter: @thaiso @gemaker
Mobile: +61 414 780 077
sharon@gemaker.com.au
Public Engagement and
Nuclear Energy
National Workshop on Nuclear Energy
Tuesday, 16 June 2015

2. A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS
Nuclear experience –ANSTO (2002-9)
Highlights:
 Construction and launch of
OPAL
 closing of HIFAR,
 three spent fuel shipments

3. A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS
Transparent strategy
Respected spokespersons
…and more.
Audience
research
Media
relationships
Responsive Engaged staff
and community
Online Social media School
education
Dr Ron
Cameron
Dr Ziggy
Switkowski
Dr Ian Smith

4. A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS
Nuclear energy’s current position
• Climate change and carbon emission reduction needs
• Demand for energy rising @ +2% a year
• Reduce (eventually cease) coal as base-load energy
source -What’s to replace coal?
• Alternative energy sources – renewables 23.5% agreed,
CCS (clean coal), hydro, solar, wind
•Nuclear discussion commencing –
SA Royal Commission
• Briefing of MPs on Small Module
Reactors and nuclear industry
• New Energy white paper but no
confirmed commitment

5. A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS
Why nuclear?
“Nuclear energy has the potential to
supply electricity to countries without
alternate fuel resources, to contribute to
climate stabilisation by producing
electricity without CO2 emissions, and to
displace fuels that lead to air pollution.”
Professor Neil Todreas, Massachusetts Institute of Technology, The Conversation, 20 May 2015

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“Nuclear power opposition to
continue even when as viable
solution to climate change”
 42% (majority) willing to accept nuclear power to help tackle
climate change
A 2010 Energy Policy online nationwide survey
 40% NOT willing to accept nuclear power
Post Fukushima (11 March 2011) repeated survey (2012)
 71% Expanding renewable energy sources
 58% most popular option, then energy-efficient technologies and
 54% behavioural change
* Online research by Energy Policy,Nuclear power in Australia:A comparative analysis of public opinion regarding climate change and the
Fukushima disaster ,Volume 65, Elsevier February 2014,

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 A 2014 independent survey of 1214 South Australians, commissioned by SACOME found
support for nuclear power
Public opinion
48.00%
45%
64%
52%
54%
52%
60%
19.50%
26%
17%
23%
21%
22%
22%
32.60%
29%
19%
25%
26%
26%
18%
0% 20% 40% 60% 80% 100%
Total
Female
Male
18-34
35-50
51-65
65+
Total Support
Neutral
Total Oppose

8. A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS
Getting engaged
 Clear objective and vision - bipartisan
 E.g. Nuclear should be part of the low carbon energy mix
 Healthy budget for advertising, promotion of surveys, engagement
tools, plus results (seek private funding)
 Know your audience – polls and qualitative market research:
1. Stakeholder (govt & private) polls – what influencers really think
2. Public polls and market research – find knowledge gaps
3. Public education and consultation – information to face the fears and
provides the facts
4. Post consultation poll – get new data post education
5. Evaluate and deliver results
 Make a clear decision, stick to it and take action (e.g. change law)

9. A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS
Stakeholder
management
Polls and
research
Public
information
presentations
Tours of relevant
facilities
Visuals & videos
Website
a one stop shop
Social media
discussion, dispute,
refute & reiterate
facts
Newsletters, blogs,
posters & flyers
Media relations
Advertising
•print, online &
electronic
Engagement tools

10. A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS
Keep it simple
• Credible
• Expert nuclear spokesperson from industry & business
• Local & overseas
RIGHT leadership
• Keep short & stick to it
• Make it personal – get into peoples lives
Messages
• Keep people to date on progress
• Don’t get too technical – tell people what they want to know, use
analogies to describe facts
• Once engaged, STAY engaged
Update & Engage

11. A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS
Waste management and
transport
Nuclear safety &
proliferation
Environmental effects
Health effects
Community impact
Cost and technical issues
Address the nuclear fears

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 Industry safety comparisons
 Waste managed safely and
small volume
 Proven, safe & well established
 439 reactors operable in 31
countries, generating 11% of
world electricity in 2013.
 Low carbon emitting
technology
 Provides base load electricity to
support renewables
 Radiation facts
 Nuclear plants can be small (eg
SMRs for small
grid systems and remote
communities)
Provide the facts, dispel the myths

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 Provides jobs and supports industry
 Whole life costs low
 New reactors managing waste &
use waste as fuel
 Recycling uranium from
reprocessing reduce uranium
mining
 Lessons & outcomes from the past
– Fukushima, Chernobyl, Three
Mile Island
 Nuclear benefits
 What others are doing
Provide the facts dispel the myths

14. A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS
Create
Engagement
Discussion
Participation
Loyalty
Content

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Engagement example
Wylfa Newydd Project UK new reactors pre-application Public Consultation (29 September
and 8 December 2014) Anglesey and North Wales. Current reactor closes 2015.
 Project liaison group – ongoing
 35 public events, drop-in sessions and information points including school children and
‘hard to reach’ groups.
 Community letters and emails
 Posters
 Dedicated website, clear documents and
feedback area
 Media and advertising
Results:
 Over 800 attendees
 Hundreds of comments, phones calls and letters

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 A self-perpetuating
base power source not
reliant on the elements
& minimum mining
 Reliable & versatile
energy source
 Power production with no or minimal waste and low
carbon emissions
 Continued nuclear research to further develop this
potential
Ultimate vision for the future

17. A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS
Sydney, Melbourne | www.gemaker.com.au | @gemaker
Thank you -
& special thanks
to …
Dr Ziggy Switkowski, Tony Irwin (SMR Nuclear
Technology) and ANSTO