To what extent can the nuclear public relations be effective?

The effect of public relations (PRs) on the publicʹs attitude to nuclear energy was assessed using a model developed under the assumption that the extent of attitude change of the public by the PRs activity is essentially the same as that by the nuclear information released by the newsmedia. The attitude change of the public was quantitatively estimated by setting variables explicitly manifesting the activities such as the circulation of exclusive publicity and the area of advertising messages in the newspaper as parameters. The publicʹs attitude became clear to have a nonlinear dependence on the amount of activity, the extent of its change being varied considerably with demographic classes. Under a given financial condition, the offer of PRs information to the people, as many as possible in a target region, in spite of its little force of appeal, was found to be far more effective for the amelioration of public attitude than the repeated offer of the information to a limited member of the public. It also became clear that there exists the most effective media mix for the activity depending on the extent of target region and on the target class of demography, and that, therefore, it is quite significant to determine beforehand the proper condition for the activity to be executed, such a situation indicating the need for the introduction of nuclear PRs management