La comunicación estratégica en las centrales nucleares de España: en busca de la legitimidad de la energía atómica

Abstract

The general objective of this research is to analyze the communication system of nuclear power plants in Spain and, based on that premise, to make a communicative proposal based on the strategy that contributes to the repair of the social legitimacy of nuclear energy._x000D_ The methodology used for this research has four fundamental points: bibliographic sources, review of scientific texts about business, CSR and communication, communication and nuclear Legislation; reports on electricity production and consumption, and studies of public opinion and nuclear energy; personal sources, in-depth interviews with those responsible for communication in Spain's nuclear power plants; quality analysis of the web pages of atomic plants; and an analysis of content of newspapers with proximity to nuclear power plants. _x000D_ The production of electricity of nuclear origin has advantages and disadvantages: it is a type of energy that gives stability to the network and guarantees the supply; it does not emit polluting gases into the atmosphere; it is a highly regulated activity; it has a relevant socioeconomic impact in the areas where the nuclear facilities are located; it generates radioactive waste and in case of accident the damage to the health of people and the environment is possible._x000D_ Public opinion in Spain is positioned against nuclear energy and atomic plants, but surveys say that when the interviewees know more information about the atomic industry, the acceptance towards this source of energy increases. This information gap between the nuclear power plants and their public justifies that the communicative function has a leading role. _x000D_ Another issue that justifies that communication is necessary for this sector is that its viability does not depend exclusively on producing a good, such as electricity, nor on doing so in a sustainable, efficient, safe or profitable way. In the nuclear sector there are interest groups with the capacity to decide on the future of the facilities, such as, the governments, the owner company or the regulatory body; and other interest groups that have prestige in the debate and influence on public opinion, such as the media or environmental and anti-nuclear groups, among others. _x000D_ Our proposal is based on four axes: a business orientation to repair social legitimacy; principles that inspire Nuclear Communication; a Communication Management structure; and a strategic communication plan (internal, external, and crisis)._x000D_ We understand that in order to repair the legitimacy of nuclear energy, first of all business practices must be responsible for, secondly, transmitting them to different publics._x000D_ Moreover we believe that nuclear communication must be sustained in a genuine and constant dialogue with interest groups, because we believe that communication in a nuclear power plant must respond to the following characteristics: strategic, organized, directive, proactive, responsible, service and relational._x000D_ From an academic viewpoint, this research covers a vacuum since there is no theoretical development on Nuclear Communication. And from a practical point of view, the results of this research can be applied to the communicative management of any atomic plant. Therefore, we believe that this research is suitable for the knowledge of society, the academic world and the sector itself.

Date of Award	20 Dec 2018
Original language	Undefined/Unknown
Supervisor	Maria José Recoder Sellarés (Director)