Transforming Visibility for a Pro-Nuclear Campaign Group
Founded by a veteran of the Atomic Energy Research Establishment, the Joan Pye Project was established to help balance the debate concerning the future of energy in the United Kingdom and to put the case for nuclear generated electricity. While successful in establishing a network of supporters and industry experts, the project had little success in gaining attention outside of this group.
GSPR was invited to recommend tactics for generating media coverage and so wider public awareness and to work with a designer to produce a new, cost-effective and informative website to put the case for nuclear power generation.
Media Information Campaign
To gain coverage in key media, the benefits nuclear brings had to be crystallised to drive the news agenda and detail why the Project is uniquely placed to comment. Regular press monitoring delivered multiple opportunities for comment and, combined with regular news releases, helped improve recognition and web traffic.
Key issues were defined and campaigns created around each theme, using topical news hooks to create opportunities. Clear, compelling, material was produced, to generate viewpoint articles including: “Why Government Energy Plans need Serious Scientific Appraisal”, “Nuclear Waste – an unsolved problem, fact or fiction.”
Plain English Website
New topical content was created for http://joanpyeproject.org/ to make it more approachable for the public. Key areas were identified and arguments against negative perceptions developed – all written in a non-technical language with regular updates.
Correspondence campaign
Key supporters were enlisted to comment online and in letters to the newspapers and other publications on all relevant energy issues and topical matters such as security of supply after Russian aggression and economic arguments after massive electricity price hikes.
OUTCOME
Regular press coverage was achieved and a number of articles generated. The website was completely rewritten and as a result of media coverage, traffic also improved.
A key indicator of success is that journalists now approach the project for comment and the number of speaking opportunities at national conferences including ‘Sustainability Live’ has increased.
