PUBLIC ACCEPTABILITY – YOU CAN’T JUDGE A BOOK BY ITS COVER - Presentation

This paper explores fast-evolving developments in the way the media operates and the consequent opportunities and challenges they pose for encouraging understanding of safe and reliable transport of radioactive materials. Successful communication depends critically on four key factors: the message; the consumers of the message; the messenger, and the means by which the message is delivered. By analysing contemporary examples of media coverage we can see how the same story can be told in contradictory ways. Contemporary media technologies amplify the challenges of reaching a growing demographic sector that relies heavily on the new media. Traditional media outlets – written and electronic – increasingly have their limits in reaching contemporary audiences; how does industry cope? Ultimately the question that resonates is whether we can really judge a book by its cover? This paper will examine how the industry is covered and the challenges and opportunities presented by new messages, messengers and means of communication and most importantly, our audiences. INTRODUCTION Ladies and Gentlemen: You can’t judge a book by its cover – or, in the case of the industry we represent, you can’t always judge our story by the way it is covered. I will look at the message, the consumers of the message, the messenger and the means of communication in turn.