CRISIS COMMUNICATION IN RADIOACTIVE TRANSPORTATION OR HOW TO PUT LIPSTICK ON A BULL DOG.

The presentation will elaborate about the challenge of an efficient crisis communication when involved in a radioactive transportation accident called nomadic, versus the same case study when static equipment (plant, facility) is involved. In a “static” incident, a good communication network should have identified in advance all the stakeholders and have developed strong interactive links. With all the taxes located in the local communities, you are really embedded in the economic environment if not actually the main provider of jobs and money in the area. In the same way you should have a clear understanding of the needs and expectations of your communication partners (journalists, radio, newspapers, local and national TV) You have developed close relationship based on transparency and confidence about the information you are going to deliver in case of emergency. In a transport accident, you would face a “nomadic” event. In that case all your references are out. The event can occur anywhere else in your country or worst abroad far away from your bases. You are obliged to act in an unknown environment, very quickly, with sometimes poor information of what really happened, and under heavy stress. People you are addressing to are not familiar with your business, rumours and misinformation are stressing the communities, and you have to establish confident links on the spot with people you didn’t know the day before. Time is working against you. How to act with efficiency in such a nomadic world? What to do when things went wrong? In our company we have developed two levels of action plans: #1 How to develop a high level of confidence around our brand name in order to be really trusted before the accident #2 How to manage a crisis - Mobilization of dedicated personnel system - Involvement of communication specialists - Crisis room 24/7 ready to operate in relation with national and local authorities - Specific equipments dedicated to a crisis management - Real time tracking of our transport equipments - Speakers ready to interact professionally with the medias