Effectively Communicating Nuclear Science to the Public

Abstract

The public is the largest stakeholder in the nuclear industry. Public opinion is one of the major obstacles to the increased use of nuclear energy, medicine, and technology. The very word "nuclear" holds negative connotation to many Canadians. The ideas tend to stem from misinformation and inaccurate portrayals in the media. To overcome this barrier, it is essential the nuclear industry begin engaging the public in a new way. There are several factors that facilitate effective communication with the public. This communication must be accessible, accurate, and engaging. The most critical factor of communication to the public is accessibility. The language used must be easily understandable while not demeaning. The information format must be both visibly approachable and relatable. The choice of media should reflect the audience, and modern communication platforms should be utilized. The science presented must be accurate, without exaggeration or sugar-coating. This can be difficult when many scientists want to "win over" individuals. They embellish benefits while minimizing potential dangers. The hard topics must be addressed and discussed without hesitation. Public concerns should be openly discussed with a focus on correct information and regulation of the industry. These actions build trust, a requirement for changing public opinion. To be engaging, content must be targeted to the specific audience and presented in a manner that excites them. Topics should relate back to how they impact the individual's life, and analogies should use circumstances they would be familiar with. The choice of media allows for various communication formats, such as podcasts, videos, games, workshops, facility tours, and more. It is important to move past written papers in scientific journals to actively engage the public. Applying these strategies allows communication to a non-specialized audience to be productive. Small practical changes to communication strategies can drastically increases impact on public perception.