IAEAInternational Atomic Energy Agency

EPR-Public CommunicationsL-010

Messages

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Key messages

• Messages are demand driven;• Depend on event characteristics;• Depend on public concerns and sense of

threat.

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General rules

• Factual and quantitative;• Specify radiation type;• Compare potential radiation doses with

natural exposure;• Explain ways to minimize doses;• Explain areas/people not affected;• Clear, concise, reliable advice/actions.

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Prepared statements

• Radiation pathways: air, water and plume;• Food and water contamination;• Radiation measurements and monitoring;• Exposure symptoms;• Protection measures;• Short and long term effects of contamination;• Treatment for exposure;• Sources for additional information.

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Public health recommendations

• Clear explanation and rationale;• Examples: sheltering; minimizing

contamination; ingesting iodine tablets.

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Communicating uncertainties

• Clearly explained in concise terms;• Especially important in cases of:

• Deliberate release – nuclear terrorism;• Unforeseen accidental release.

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Families and children

• Messages concerning children:• Require special attention;• Need clear explanations.

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Radiation monitoring

• Explain to public what to expect to reduce fears.

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Warning messages – Key features

• Attract attention and perceptible;• Understandable to threatened people;• Clear and concise;• Durable in unstable communications

environment.

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Tools for message dissemination

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Structuring a press release

• Health and safety information first;

• Then additional details;• Date and time of

publication;• Contact information of

organization.

Press Release (for discovery of dangerous source in a public place (e.g. customs or post office): Date: [date of issue] [Press Release Number] Time: [time of issue] [Organization name] confirms that the dangerous radioactive material was discovered at [specify]. According to the information received at this time, the material was discovered at [time and location]. Reports indicate that [any confirmed information on effects] and that [any initial measures] measures are being taken to protect [the public or specify as appropriate]. The [specify plan as appropriate] emergency plan has now been activated [and we have activated our public information centre]. The public is advised on the following: 1. Those who may have been near to where the material was found within the past [specify time interval] and/or may have been near to it while it was being carried/shipped [specify details] should contact [specify] to be assessed and get instructions.

Medical practitioners are advised of the possibility that patients may present with symptoms of radiation exposure [burns with no apparent cause — the person does not remember being burned]. If you believe you have information that may be helpful or questions please call [give a hotline number where a large number of calls will not interfere with the response]. We will be providing further information as soon as it becomes available. [Provide details on timing of any updates or briefings]. The next [briefing/update] will take place at [location and/or time]. ——————— For further information: Name [name of contact for the media]: Title [title of media contact]: Organization: Telephone: Mobile: Email: Website:

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Periodic press updates

• Alternative/complementary approach to traditional press release in a long emergency;

• Provide information as it arrives;

• Shorter text updates.

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Purpose-built emergency website

• Display on organization’s main website;

• Ensure bandwidth capability;

• Easy to update;• Remotely updatable.

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Press briefings

• PIO’s role to organize press briefings;• Moderated by lead PIO or spokesperson;• Enough significant information is necessary

to hold a briefing;• Messages must be consistent and agreed

upon before amongst all speakers;• Coaching on possible questions from media.

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Social media

• Instant and direct two-way communications between people and organizations;

• Requires dedicated team, clear guidelines, experience in managing social media outreach;

• Thorough analysis of risks and benefits necessary.

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Hotline

• Health counselling or general counselling;

• To respond to public requests for information;

• Availability of trained staff answering calls;

• Pre-recorded messages can help filter calls;

• Information should contain most up-to-date protective actions and guidelines.

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Summary

• Advanced preparation & training is required for message dissemination to public;

• Message content should be factual, concise and quantitative;

• Message form and content should respond to needs of multiple audiences.