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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. maintain support Borssele NPP
2. maintain support nuclear energy
3. maintain support second NPP in the Netherlands
two restrictions:
1.no communication about Japan, or about others2.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&As
http://www.kerncentrale.nl/http://www.kerncentrale.nl/
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Tactics
initiative explaining results stress teststo 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 ThunderNPP Borssele
Helping to emerge communications crisis
without damaging reputation
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
Very positive Positive Neutral Negative Very negative
3.0%
40.2%
44.0%
8.3%
4.5%5.1%
45.5%
41.1%
6.0%
2.4%
Before Fukushima
After Fukushima
Poll upon the reputation of EPZ
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Zeedijk 32, 4454 PM Borssele
Postbus 130, 4380 AC Vlissingen
Telefoon 0113 356 00
E-mail: [email protected]
Website: www.epz.nl
Thank you for yourattention!
N.V. Elektriciteits-Produktiemaatschappij Zuid-Nederland EPZ
In our business its very hard to do right,
but you can very easily do wrong!
