Initial crisis risk communications: A success story

Federal regulations require nuclear facilities to be prepared for the risk communication aspects of a catastrophic emergency. Thus, all nuclear plants have provisions for a Joint Public Information Center (JPIC). The JPICs are designed to handle more than 300 media for 24 hours a day; to coordinate information among utility, federal, state, and local agencies; to provide spokespersons; etc. For a large-scale emergency, JPICs can work very well. However, some utilities - indeed, most companies - appear to have only two modes of emergency communication response: normal staff and JPIC. Experience has shown that normal staffing is inadequate to handle the risk communication response for media-intensive low-level emergencies and for the initial stages of an escalating emergency. It is clear that initial response will determine how well a company fares in its overall emergency response and in its long-term relations with the media and public. A solution to this risk communication challenge was developed by Cleveland Electric Illuminating Company's Perry Nuclear Plant - the Public Information Response Team. Using existing facilities and staff - only one of whom works regularly with the media - the Perry plant proactively manages its initial risk communication response.