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Introduction
The present communication plan is intended for use by the Emirates Nuclear Energy Corporation. In view of the proposed nuclear power plant to be constructed in the Western Region of the Emirate of Abu Dhabi, a comprehensive analysis of the context, stakeholders and communication strategies available has been undertaken. The unique challenges of communicating with the public regarding nuclear energy derive from the multifaceted nature of the issue. Nuclear energy touches many aspects of peoples lives from their standard of living, to their health, individual income, environmental consciousness and opinions about nuclear proliferation.
Thus there is an urgent need for a comprehensive and thoroughly planned communications strategy from the very beginning of a new nuclear project. Establishing and maintaining the publics trust is instrumental in achieving approval by government bodies, and can best be achieved through openness and communication. As the International Atomic Energy Agency has stated, if nuclear programmes are to develop beyond current levels, it is essential that there is a common understanding of the associated issues among all stakeholders; both those immediately affected by proposed or operating facilities and those who simply benefit from them indirectly (2011, p.7). The present document will explore in detail the context of the project, the communication goals, the stakeholder groups to whom the messages must be communicated, and the methodology for doing so.
Topic and Thesis
The debate over the implementation of stakeholder engagement strategies, how they should be conducted, and whom they should target, is a continuous and dynamic one. Not only is it complex and challenging to determine how a communications plan can achieve its messaging goals, it is equally difficult to identify what those goals should be. The problem this research proposes to address is the identification and exploration of the main areas of consideration for a comprehensive stakeholder engagement strategy in the nuclear context. The most basic question that this study seeks to answer is What is the communication approach to developing a stakeholder engagement strategy for a new nuclear power plant in the Western Region of the UAE? The thesis of the study is that the most optimal approach to the strategy must be based on an interdisciplinary assessment of a variety of contributing factors, including current discourse on nuclear communications, up-to-date research on the future of alternative energy, the psychological element of stakeholder perceptions, and the basic tenets of project management.
Most, although not all, communications specialists agree that stakeholder identification, establishment of credibility and transparency are central elements to stakeholder engagement goals. However, amidst the recent increase in debate over the utility and socio-environmental acceptability of nuclear power, the question of how this issue is being addressed and the appropriateness of the communications approaches applied has become more pertinent than ever. If public support for a new nuclear power plant is to be achieved and maintained over the lifetime of the project, it is essential to understand the short- and long-term goals of the accompanying communications plan, the challenges that may arise, and the best methodology with which to formulate future actions.
In order to contextualize the subsequent theoretical considerations, the particulars of the proposed nuclear project, the region and the timeline are clarified. Following a precise definition of the research question the central argument of the study, the methodology followed and the framework with which data will be evaluated is described in greater detail. The subsequent discussion provides an overview of the recent policy recommendations made a series of authoritative bodies in the nuclear field, including the International Atomic Energy Agency, and a wide variety of other professional and academic literature. Other strategic considerations, mainly relating to the psychology of attitude, are discussed, and conclusions are drawn as regards the optimal approach to the stakeholder engagement strategy.
Context
Regional Information
The official language of the Emirate of Abu Dhabi is Arabic, though English is widely spoken, particularly in the larger centres. There are three different types of Arabic spoken in contemporary Abu Dhabi: Classical Arabic, which is not commonly spoken [&] in everyday conversations : literary or modern standard Arabic is used in formal or business settings such as in the broadcast media or in governmental proceedings and in the university context; and colloquial Arabic, which combines some of the features of both Classical and Modern Arabic, but assumes regional nuances and is used by Arabs in everyday conversations (Visit Abu Dhabi, 2012). The overall economy of the Emirate of Abu Dhabi is estimated at US $187 billion (Maktoob News, 2011) and the main source of income are industry, which contributes 65.5%, construction, which comprises 11.5%, and financial services (Staff Report, 2009), which contribute the remaining 23.6% (AME Info, 2009).
Abu Dhabi is located at 24° 282 03 North, 54° 222 03 East, and is the largest of the seven emirates that constitute the UAE. To the west and south it borders on the Kingdom of Saudi Arabia, while to the east it borders the Sultanate of Oman. The Emirate of Abu Dhabi is 67,340 square kilometres, comprising 86.7% of the total area of the UAE, and it is subdivided into three regions: Abu Dhabi Municipality, Al Ain Municipality and Western Region Municipality.
As regards the government, the Supreme Council is the countrys top policy making body, comprising hereditary rulers from each of the seven emirates [& and] is responsible for developing and approving federal policies and laws that relate to education, foreign affairs and defence (Visit Abu Dhabi, 2012). The president of the Supreme Council is Highness Sheikh Khalifa bin Zayed Al Nahyan, and the vice president is Sheikh Mohammed bin Rashid Al Maktoum. The Executive Council, chaired by His Highness Crown Prince General Sheikh Mohammed bin Zayed Al Nahyan, oversees government agencies that administers various services [& including] commerce, economic development , [&] health, [&] information [and] utilities , all of which are areas of relevance for the new nuclear project (Visit Abu Dhabi, 2012). Other important branches of the UAE government include the Federal Council of Ministers, the Federal Judiciary and the 40-member Federal National Council.
The Department of Municipal Affairs (DMA) oversees all planning and public works projects in the three regions, in collaboration with Western Region Municipality. The DMA contributes directly to the work of the Executive Council in the following work areas: planning and managing the infrastructure and assets; creating the ability for a large empowered private sector to play a role in the delivery of municipal services; fostering an optimized and transparent regulatory environment that enhances Abu Dhabis ability to attract local and foreign direct investment; contributing to the domestic security of infrastructure assets; [and] utilizing strong and diverse international relationships to provide for and improve municipal services within the Emirate , among others (Department of Municipal Affairs, 2010).
The Research Design
The design section of a study should specify several things. First, the specific purposes of the research should be clarified, including an explanation of how the general research purposes and aims are operationalized into specific research questions (Cohen, Manion & Morrison, 2007, p.81). The tools for addressing validity and reliability should be addressed, and the data necessary to answer the research question(s), as well as the sources of that data, should be clarified (Cohen, Manion & Morrison, 2007, p.81).
Academic & Professional Interest of the Topic
The Academic interest of this project lies in the attempt to draw new connections between existing communications practices, new research in the psychology of attitude, the most recent findings regarding the future of alternative energy, and contextual considerations in the unique location of the Western Region. This is a unique approach that has not previously been adopted, and is thus both substantively and methodologically interesting from an academic perspective. The professional interest of this project is therefore equally compelling, not only for the author of this project but for other communications professionals as well. The findings of this paper will have real implications for communications strategies, and may also extend beyond the limited sphere of the nuclear energy industry, to include many other areas of practice.
Significance of the Research Project
It has been determined through the preliminary literature review that while the information available on actual policy recommendations abounds, there has been little discussion of the significance of those recommendations in the specific context of the UAE. A study that seeks to draw connections between the two is therefore believed to be of significance not only to the Emirates Nuclear Energy Corporation, but also represents a new contribution to communications theory. The research proposes to lay the groundwork for more detailed future studies of the trajectory of approaches to reasoning in the formulation of stakeholder engagement strategy, and will be constructive in determining the direction that future research should go.
Initial Questions and Objectives
The research questions must be clearly stated and directly linked to the stated objectives of the study (Odom, Brantlinger, Gersten, Horner, Thompson & Harris, 2004). The objective of this study is to identify and explore the main areas of consideration for a comprehensive stakeholder engagement strategy in the nuclear context. The main questions to be answered are as follows:
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What are the objectives of the communications strategy?
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What specific messages does the strategy seek to deliver to the stakeholder audience?
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How can the 100 year life cycle of the nuclear plant be broken down into stages, and what are the implications of those stages for the stakeholder engagement strategy?
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Who are the stakeholders? How can they be categorized and prioritized?
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What tools and techniques are most effective for each of the identified stakeholder groups?
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What psychology of attitude research may have direct implications for the effective management of the stakeholder engagement strategy?
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How can the stakeholder engagement strategy be effectively monitored in order to optimize its effectiveness over a long period of time?
Hypothesis 1: Transparency the core of communication in the Nuclear Energy Industry
The most basic question that this study seeks to answer is What is the best approach to developing a stakeholder engagement strategy for a new nuclear power plant in the Western Region of the UAE? The thesis of the study is that the most optimal approach to the strategy must be based on an interdisciplinary assessment of a variety of contributing factors, including current discourse on nuclear communications, up-to-date research on the future of alternative energy, the psychological element of stakeholder perceptions, and the basic tenets of project management.
Testing this thesis requires the researcher to address a series of secondary questions. The first of such questions is what exactly the messaging of this communications strategy should address. This problem is addressed in section 5, entitled Messages to Deliver , and involves identification of all the positive elements of a new nuclear plant, and thus the desirability of such a project for various stakeholder groups. Subsequently, sections 6 and 7 of the research seek to identify what major theoretical currents and approaches have come to dominate present discourse on the issue of stakeholder engagement in the nuclear context.
By first reviewing policy recommendations from government, international regulators, private industry and academia, the research then maps the present level of discourse on stakeholder engagement strategy. This allows for a more informed decision as to how to best deliver the messages identified in the preceding section. The study then seeks to identify the implications and applications of those recommendations in the unique context of the new nuclear power plant to be constructed in the Western Region of the UAE by the Emirates Nuclear Energy Corporation by identifying specific groups of stakeholders, and the tools or techniques that are most appropriate for engaging those groups. The next secondary question that the research seeks to answer is the identification of any relevant research in the psychology of attitude that may have significant bearing on the optimal management of the stakeholder engagement strategy.
Hypothesis 2: Nuclear Energy framed as a Necessity rather than an Alternative Method of Energy Production
In this second hypothesis what is explored is how the adoption of nuclear power becomes more likely if it is framed in the context of a necessity connected with beneficial community effects and the desire for greater economic activity. It is the assumption of this study that one of main reasons why nuclear energy sometimes receives a considerable degree of negative public feedback is due to it being framed in the context of an alternative form of energy. The inherent problem with the message that is being communicated when utilizing this particular method of communication is that it presents the notion that there may be other forms of energy which could be possibly utilized.
Such an idea is further reinforced by the general public perception surrounding the various dangers connected to radiation and as such shows how the way in which a particular idea is presented creates a distinct variation in its overall level of acceptability. Evidence of this can be seen in the method in which the idea of nuclear energy was communicated to the American people in the pre-1990s era wherein nuclear energy was presented as a necessary component of Americas industrial base. The end result can be seen in the present wherein nuclear energy has become a widely accepted and utilized method of energy production within the U.S. This shows how effective arguments framed within the context of necessity are in enabling a greater degree of public acceptability. It is based on this that this study will explore the various benefits connected to nuclear power and will attempt to show how to frame it within the context of a necessity rather than an alternative.
Hypothesis 3 Ethics and Transparency as the Cornerstones of Public Acceptability
Another aspect that will be explored in this paper is the correlation between ethics and transparency within the nuclear energy industry and how this correlates into a greater degree of public acceptability for nuclear energy. What must be understood is that transparency within the nuclear energy industry also requires a significant degree of ethics and corporate social responsibility. Various studies have shown that by combining the two within a program that provides information to the public and shows its dedication towards ethical methods of operation, this results in a far greater degree of public acceptance towards particular industries. Such a method of operation is featured prominently in many U.S. based Fortune 500 companies since it was seen that consumer patronage for particular types of products was inherently connected to the way in which buyers viewed the methods of operation of a company. As such, this paper will also explore the necessity of standards in ethics within the nuclear energy industry and how this correlates into a method of communication that results in a far greater degree of acceptance for this particular method of energy production within the context of the U.A.E
Hypothesis 4 Ideologies and how they can be Utilized as a Communication Strategy to Shape Public Opinion
The last hypothesis of this paper is the assumption that ideologies based on a distinct form of ethos can be utilized in order to positively influence public opinion towards the use of nuclear energy within the case of the U.A.E. At the present, the current climate towards the use of nuclear energy is uncertain due to the Fukushima-daichi nuclear disaster which called into question the safety of nuclear power. As seen in the case of Kuwait (which was close to , previously positive sentiments towards the use of nuclear energy have quickly turned into negative outlooks due to the potential radiation risks that this particular method of power generation causes.
It is based on this that this papers assumes that in order to change public opinion towards a positive acceptance of nuclear energy, what is needed is the creation of a particular type of ideology based on a distinct type of ethos so as to influence public opinion within the U.A.E towards a train of thought that is more conducive towards the implementation of nuclear energy within the region. What must be understood is that an ethos is not something that is inherent but rather something that has been created and manufactured with a surface image in order to fulfill a particular purpose. It is often utilized as a method of convincing people or justifying a particular set of actions and as such it is crafted in such a way so as to be convincing, believable and thus adaptable. From this particular perspective this study will attempt to explore how ideologies are created, what methods are utilized in their implementation and the means by which it can be implemented effectively within the U.A.E
How does ENEC Communicate?
The Challenges of Communication
The different tools and techniques of communication to be used by the Emirates Nuclear Energy Corporation have to be implemented in the framework of a policy of global communication, continuously, and with the objective to ensure the best image possible to the Emirates Nuclear Energy Corporation.
Communication Objectives
The general objectives of communications and engagement plans for nuclear plant development, safety and education are:
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to improve safety by providing information about nuclear technologies and educating people on how to avoid unnecessary exposure to radiation;
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to learn from society about their concerns, and to address these concerns
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to keep society informed about the safety standards that are set and how they are enforced;
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to maintain social trust and confidence that nuclear technology is being operated at appropriate safety standards; and
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to facilitate the decision(making process on nuclear matters by presenting factual and balanced information. (IAEA, 1999)
The goal of the Emirates Nuclear Energy Corporation is to accelerate and enlarge the contribution of atomic energy to peace health and prosperity in the UAE. The primary objective of the engagement strategy is to communicate this fact.
Another pressing objective of the communication plan is the accumulation and maintenance of stakeholder confidence in this new project, which will play an important role in sustained government support. Governmental support is often dependent on stakeholder confidence, as national governments generally do not press ahead with nuclear programmes in the face of significant public opposition. Government support can be sustained through a positive and supportive political atmosphere, which includes appropriate stakeholder involvement (IAEA, 2007). Considerable effort will be entailed in achieving high levels of public engagement, since public expectations regarding communication by both operating organizations and regulators have significantly increased during the last 20 years (IAEA, 2011, p.5).
The final purpose of communication with stakeholders is to satisfy international treaty requirements. The United Arab Emirates became a member state of the International Atomic Energy Agency in 1976 (IAEA, 2012). As such, the country is bound by international treaty to respect certain stakeholder engagement requirements codified in a series of treaties, including Aarhus, Espoo and EUARTOM. Although the UAE is not a signatory to any of these treaties (UN, 2012a; UN, 2012b; Europa, 2012), they are nevertheless bound by the responsibilities of neighbouring countries included in those instruments. Those responsibilities include stakeholder involvement, [which] is now a mandatory component of [&] the strategic environmental assessment (SEA) and environmental impact assessment (EIA) to which development of any major national policy, including development of a nuclear programme is subject (IAEA, 2011, p.8).
Transparency the core of communication in the nuclear energy industry
Introduction: Pollution, Energy Production and the Growing Population of the U.A.E
As population centers continue to grow both in technological sophistication and population density so to do the energy demands they place on a centers energy infrastructure. Based on current estimates of the electrical use per household it has been shown that on average a home/apartment in the U.A.E spends roughly $1,500 per year on electricity consumption with an average daily use of 17 to 31 kWhs (Kilowatt-hours) per day or 8250 kWh per annum. This results in the production of 8 tones of carbon pollution per household created each year due to the fact that 90% of in the U.A.Es energy needs are met through the use of fossil fuel burning power plants. With a population density of 8,000,000 this represents literally billions of tones of carbon pollution released into the atmosphere on a yearly basis. One factor to consider when taking such figures into consideration is the fact that in the U.A.Es population is estimated to grow to at least 6 million by 2035 resulting in an even greater strain on the citys resource infrastructure.
This means that the use of utilities such as electricity will continue to grow along with the amount of carbon pollution released into the atmosphere which will reach astronomical rates due to the increase in domestic consumption. What must first be understood is that population density as well as the industrial infrastructure within a given country directly affects the consumption of electricity. The greater the population density within a country the higher the likelihood is of larger factory complexes existing in a certain area which directly contributes to the rising rate in energy consumption. The inherent problem with such a situation is that the continued growth of the region does not match the energy production capabilities of the various fossil fuel power plants with expansions needed on their energy capacity on a yearly basis. It must also be mentioned that fossil fuels are a finite resource that can and will disappear within a few decades at the current rate of consumption both within the U.A.E and the greater global population.
Since 90% of in the U.A.Es power originates directly from fossil fuel resources this means that the current energy infrastructure that feeds into Sydneys power grid is unsustainable in the long run as a result of dwindling fossil fuel resources. Not only that, as energy demands grow so too will the demand for such resources, the inherent problem with this is that the price of finite resources continues to increase over time as demand grows. This means that domestic households within in the U.A.E will eventually find themselves facing a situation where they will pay an increasing higher price for their electricity needs. Another factor that contributes to this problem is the fact that as populations grow so to do the number of cars and public transportation vehicles that are utilized within the in the U.A.E.
While the city doesnt have the same traffic problems as compared to other major metropolitan areas such as New York or Manila the fact remains that more cars equates into a greater degree of fuel consumption which will further heighten a potential energy crisis if it does occur. Environmental considerations must also be taken into account since if the U.A.E tries to supplement the growing energy demand of its populace through the continued expansion of fossil fuel power plants this may very likely cause various negative environmental reactions associated with pollution and climate change. The inherent problem in utilizing fossil fuel burning power plants is the resulting carbon dioxide waste that gets expelled into the atmosphere. It must be noted that increased amounts of carbon dioxide in the atmosphere especially in areas where there are few natural ways for the resulting gases to be absorbed results in a significant accumulation in the air for quite some time which has the potential to cause various respiratory diseases.
China which possesses one of the worlds most extensive power grids which utilizes dozens of fossil fuel burning power plants has seen a rise in respiratory diseases as the amount of smog in the air continues to accumulate. Based on this it can be expected that a shift will start wherein cities within the U.A.E will start to pour resources into alternative energy technologies in order to supplement their energy infrastructure both for domestic home consumption and use in automobiles. As such what is required in the case of the U.A.E is to invest in an alternative form of energy so as to ensure that the region does not suffer from either a future energy crisis due to a lack of fuel or a polluted atmosphere as a result of unmitigated emissions from various power plants. In the case of the U.A.E one possible method of resolving the unsustainable energy scenario that it is currently experiencing is to adopt the use of nuclear energy powered homes in order to effectively lessen the dependence of the U.A.E on fossil fuel energy sources.
How nuclear energy affects the community?
What must first be understood is that population density as well as the industrial infrastructure within a given country directly affects the consumption of electricity within it. The greater the population density within a country the higher the likelihood is of larger factory complexes or complex architectural infrastructure existing in a certain area which directly contributes to the rising rate in energy consumption. The U.A.E is not exempt from such a state of affairs as seen in the case of Dubai, Abu Dhabi and Qatar wherein the sheer amount of infrastructure development and the population boom within such states have significantly strained the local power plants and have actually necessitated that need for even more to be constructed.
Unfortunately the primary method of energy production within the region has been through the use of fossil fuel power plants. They have been a reliable and proven form of energy production, however, the sheer amount of carbon dioxide emissions that have been linked to their usage are cited as being one of the primary causes of global warming as well as being the origin of a variety of lung related diseases for communities within the regions where power plants are located. With energy consumption expected to increase within the coming decades within the U.A.E and various countries within the Middle East as direct result of continued infrastructure development, this would require such countries to supplement their current energy infrastructure with even more fossil fuel power plants.
The inherent problem with this is that the price of finite resources continues to increase over time as demand grows. There will eventually come a time where the region will have to deal with the dwindling supply of fossil fuels and the after effects they cause on the environment as well as local populations. Based on this, it can be expected that a shift will start to occur wherein regional governments within the U.A.E and the Middle East will start to pour resources into alternative energy technologies in order to supplement their energy infrastructure in an attempt to mitigate the growing need for electricity while at the same time address environmental and community related issues. What this means for the regional economy of the Middle East is that this heralds the start of a trend leaning towards alternative energy resources and environmental stewardship that specializes solely in environmentally sustainable practices.
Concerns Regarding Radiation
One of the main issues that affect communities in regards to the establishment of nuclear power plants within certain areas are the popular culture perceptions regarding nuclear energy and how it could potentially adversely impact people living near or within the general area of a nuclear power plant. This is not without precedent, concerns regarding the safety of nuclear power has prompted the closure of several nuclear power plants within Japan due partial meltdown of the Fukushima-daichi nuclear power plant while in the case of the Philippines the Bataan nuclear power plant which was built more than 15 years ago was never allowed to be operational by members of the surrounding community due to radiation concerns despite the fact that the facilities were already completed and all that was needed was to put the nuclear fuel rods in.
There have also been similar oppositions to nuclear power seen in various countries around the world with the single overarching theme of radiation as a potential detriment to their daily live being the primarily rallying call for communities to stop nuclear power plants from being established nearby. What must be understood though is that while it may be true that radiation should be a cause for concern, the fact is that all nuclear power plants have a variety of redundancy measures put in place in order to ensure that radiation does not escape into the outside environment. Such systems consist of concrete walls which are several inches thick and could receive a direct impact a jet plan and not lose their structural integrity, multiple cooling systems both within and outside the reactor in order facilitate effective cooling solutions and lastly, the use of a variety of monitoring systems that constantly keep the plan personnel updated regarding the status of the reactor.
Despite such contingency measures in place, general public opinion in their construction is still largely at an impasse. An examination of general public perception within the U.A.E regarding nuclear energy is that most individuals deem it a necessary and effective means of supplying the energy needs of the region well into the future. The inherent problem though is the fact that the same sentiment existed in the Philippines during the construction of the Bataan nuclear facility as well as in Japan prior to the Fukushima-daichi nuclear meltdown. Public opinion is usually fickle and, as such, positive public sentiments that exist at the present may change significantly within the near future. Thus, the issue of the various concerns regarding the establishment of nuclear reactors can be considered an issue of communication and education wherein it is necessary to communicate the proper message regarding the establishment of nuclear reactors and to educate people that the various concerns they may have over the establishment of a nuclear facility within their immediate area is not a cause for overt concern.
Beneficial Effects to the Community
One of the main beneficial effects of nuclear power on the local community is the
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