Public Relations simulation Assignment

Introduction of Public Relations simulation

This Public Relations simulation assignment is aiming to develop a PR plan for a nuclear power producing company. Through this PR plan company is aiming to redesign its image and project itself as a highly conscious and responsible corporate citizen which is concerned about the safety and security of its employees, its community and all stake holders who are directly or indirectly associated with the plant.

Public Relations simulation Assignment

Report

Organization

Organization which is selected for this Public Relations simulation assignment is a Japanese nuclear power company by name JAPC (Japan atomic power company). JAPC is the only power company of Japan which is solely involved with nuclear power generation. Recently there was a nuclear power plant disaster in Japan due to tsunami and it caused a great stir against nuclear power in country and worldwide. Organization really needs a positive PR to re design its image

Organization’s public

Organization’s internal public are its employees, its vendors and suppliers which collectively generate the nuclear power electricity. External people include consumers of the organization’s electricity, its distribution agency and other indirect people involved outside the organization. Other stake holders of organization are local community, government of Japan, various international environmental groups, local group resisting against nuclear energy and society at large.

Organization’s current image

In year 2011 Japan experienced a serious disaster when tsunami destroyed the nuclear power plant of Fukushima. A earthquake and a tsunami hit the power plant simultaneously and it caused a collapse of the energy security system and there was a leakage of radiation in the surrounding area. Government had to evacuate 140000 people from neighbouring area of 20 km and there is a unofficial record of more than 1000 people dying in this disaster. All though JAPC was not directly involved in any way in this disaster because this plan was not theirs but after this disaster Japanese government has to declare a nuclear emergency and the area which is evacuated would be inhabitable for next 20 years. Before this disaster Japan was producing nearly 30 percent of its total power production through nuclear power plant and planning to revamp it up to 40 percent because it is a cleaner source of energy and it does not involve consumption of fossil fuels (Takenaka, 2011).

After this disaster according to a survey 80 percent of Japanese people declared themselves as anti nuclear energy and they had serious doubts about the security and safety of a nuclear power plant. In such situation every organization has to launch a PR program to ensure the general people that nuclear power plants are safe and their security has been multiplied many folds after the last incident which is a rare occurrence in itself.

A small survey was done on students of university and in this survey their opinion about the nuclear energy and its promotion as a energy of future was asked through a series of 5 question. A total sample size of 100 was kept and no biases on the basis of age, sex, nationality and course were included in the survey. This survey indicated that after the disaster of 2011 approximately 66 percent of people are having doubts about the security features of nuclear power plants and they also believe that government as well as companies hide a lot facts and risk associated with a plant when they get permission or starts constructing them. In such situation JAPC should focus on transparency and honesty in all activities in their PR plan (Yoko and Jethro, 2011).

Swot analysis of japc

Strength:-

Backed by a lot of corporate giants and have a reputation of never being involved with any minor or major disaster. It is more than 50 years old company with revenue of 156000 million Yuan which is a significant financial strength analysis. Organization is also strong in its relationship with the government and has a good reputation inside and outside the industry.

Weakness:-

Biggest weakness with JAPC is it is associated with nuclear power generation in Japan which is currently under a great fire both at domestic as well as international level. Majority of population in Japan has developed a strong opinion against nuclear energy. This organization is solely producing nuclear energy which means entire organization is at stake in this disaster.

Opportunities:-

With a strong financial assets and technological know how organization can explore international markets as well. There are many countries in Asian continent which are growing rapidly and they are starving for more energy production.

Threats:-

There is a impending threat that Japanese government can ban the production of nuclear power energy all together and force all nuclear power station to shut down. A lot of government and non government agencies at domestic and international business level are pressurizing government to take that decision (Annual Report, 2011).

Objectives and startegies of pr

Objectives of the PR program is to create confidence in mindset of all stake holders and help them to believe that nuclear power is a very safe and efficient form of energy and what happened in disaster is not a conclusive proof that nuclear power and energy cannot be used. PR weakness belonging to JAPC is actually a weakness of the entire industry and entire program is aiming to uplift the image of company in public.

Pr approach

PR approach which is suitable for this program would include press release, a open media facing debate between the environmental groups and scientists of the company where they will show how plants are more secure and safe than ever. Further company can run a program where they will invite 50 people every day from general people to come and visit plant and understand its security system. This program can be continued for a long period of time. Managers should understand here that this proposal would indicate the honesty and transparency of the company which is needed most at this time (Wilcox, et al. 2002).

Elements of crisis communication

There are 5 elements selected for crisis communication. Namely a instantaneous media plan, a transparent and perfect representation of entire crisis, openness in communication, 100 percent honesty and usage of internet to a great extent.

Key performance indicators

  1. Change in percentage of people who are against nuclear power.
  2. Enhancement in the brand value, brand image and perception of company among consumers.
  3. Government’s outlook and action against nuclear power plant
  4. Number of people who are taking the opportunity of visiting plant and checking its security systems (Louise, 2009).

References

  • Takenaka, K. (2011). “Tokai No.2 nuke plant cooling process working – operator | Reuters”. uk.reuters.com. “Japan Atomic Power said Monday that the cooling process was working at its Tokai No.2 nuclear power plant’s reactor although two of the three diesel power generators used for cooling were out of order.” Retrieved 25 April 2012.
  • Yoko, W. and Jethro, M. (2011) “Japanese parliament report: Fukushima nuclear crisis was ‘man-made'”. CNN.  [online] available on http://edition.cnn.com/2012/07/05/world/asia/japan-fukushima-report/index.html Retrieved 25 October 2012.
  • Louise, C. (2009) “Police and media relations in an era of freedom of information”, “Policing and Society”, vol. 3 p.1
  • Annual Report, (2011) Annual report 2011 Japan Atomic power company (corporate overview) {online] available on http://www.japc.co.jp/english/ Retrieved 25th October 2012