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.