Over the past several decades, the nuclear industry has worked diligently to improve the security and safety aspects of their technology, but it has failed to meet the challenge of the public's negative perception. Studies have shown that nuclear energy and nuclear waste evoke fear among the general populace because people see risks as immediate, unknown, uncontrollable, and potentially catastrophic. To some extent, negative public perception challenges for the nuclear industry are primarily a consequence of its own inability to communicate the benefits of nuclear science effectively with the lay public. While effective and trustworthy communication cannot guarantee success, it helps shape public opinion, and for a routinely misperceived project like a nuclear facility, that is paramount. Fukushima was the first nuclear accident to occur in the world where citizens have access to 24/7 news channels and the ability to respond in a real-time manner through social media outlets. Following the Fukushima accident, social media sites were filled with information regarding nuclear energy that were based more on mass rumor and even paranoia than facts. More locally, we have seen this trend following what was a minor external radiation release event at the WIPP in February 14, 2014. Many online news sources were flooded with anti-nuke stories aimed at pushing a fear of radiation, such as inferring an increase in cancer rates among the public from this minor incident; which was exactly the opposite of what was true. Today, when the public gets its news from social media and online sources, people are faced with rapidly changing and contrasting interpretations of the same story, depending on when they accessed the latest news. They are also increasingly vulnerable to fake news, including disinformation deliberately planted and cultivated by the anti-nuclear movement. Public reactions following these nuclear events reinforced the value of effective communication in maintaining the high level of transparency necessary for long-term, local acceptance and support for nuclear facilities. A lack of trustworthy communication leaves a vacuum that can be quickly filled by rumors and fake information. When dealing with a nuclear crisis, failure to recognize the rapidly changing and contrasting media framing, or believing fake news could have very real and catastrophic consequences. Trusted organizations must swiftly take charge and guide the way in which the crisis is framed to keep the public adequately and accurately informed.
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