The Fukushima water release: Lessons on disaster PR

“Good PR also requires humility and honesty.” - Adam Hillman

A couple of days ago, the government of Japan started releasing into the sea more than 1 million metric tons of treated radioactive water from the wrecked Fukushima Daiichi Nuclear Power Plant.

The radioactive water is a byproduct of the nuclear accident which occurred on March 11, 2011 at the said nuclear plant. The cause of the said accident was the Tohoku earthquake and tsunami which, to date, is the most powerful earthquake to hit Japan. The earthquake triggered a tsunami whose waves damaged the plant’s emergency diesel generators which also caused a high level nuclear accident. The said water to be released is the accumulated treated nuclear wastewater used to cool the damaged reactors.

Although the Japanese government admitted that the wastewater contains an “acceptable" amount of a radioactive isotope called tritium and other radioactive materials, they insist that it is still safe to release. The United Nations nuclear watchdog, the International Atomic Energy Agency (IAEA), “greenlighted” the plan last July, stating that the release plan met international standards and that the impact would be “negligible”.

Despite the assurances and support, the planned release has met with stiff opposition and criticism. American scientists raise concerns that marine life and ocean currents could carry harmful radioactive isotopes across the Pacific Ocean and affect the environment. They claim that not enough study was done on the radioactive filter process to ensure that the radioactive materials are sufficiently removed. Japanese fishermen are also wary of the effects of this release on them. Already, Hong Kong and Macau have implemented import controls on Japanese seafood.

With the large number of criticisms surrounding the said release, it is interesting to note the public relations (PR) campaign which Japan is using to quell fears and answer criticisms.

First, Japan got support from the outside. Other than the IAEA favorable report, governments issued statements of support for the release. Then they had several scientists and experts issue statements that the danger is negligible.

Second, they used science and facts. They emphasized that tritium is often released into the ocean even by other countries like China and South Korea. They also cited that the storage space of the said treated water is about to reach its storage capacities. As such, Japan really has no choice but to start releasing the water.

Third, Japan used visuals such as a livestream of fish living in a tank of the wastewater to demonstrate that the water is safe. There are also public events and festivals to increase the reach of their visuals and PR.

Fourth, Japan conducted dialogues and discussions with several sectors such as the fisherfolk and students. Though many said that these discussions were not enough, it is clear that these discussions had some effect.

Finally, Japan never arrogantly claimed that they were absolutely right. They humbly presented that the risk had to be borne.

Taken altogether, this multifaceted approach to disaster PR was able to decrease the number of its citizens who had net negative opinions on the release.

Perhaps, some people in the Philippines can learn from these lessons in PR. Perhaps, coaches, obnoxious performers, and a gun-toting policeman can learn that gaslighting, blaming others or being plain arrogant cannot always cut it and that sometimes being humble would have better results. With the Fukushima water release, however, no PR can help if people begin glowing in the dark.

This is my oblique observation.

Editor’s note: The opinions expressed in the foregoing article are solely the author’s and do not reflect the opinions and beliefs of the Philippine News Agency (PNA) or any other office under the Presidential Communications Office.