We had some discussion recently about how to talk about safety of #nuclearenergy. In my opinion you shouldn't talk about it unless somebody asks, but of course not everyone agrees because some people are wrong.

Here's a thread with some slides I use to make my argument.

Great research from @AmyCuddy identified two characteristics that are super important when we form opinions of others: Warmth and Competence. Testing here with Star Wars characters it's clearly a useful way to think about our own appearance to others.

Amy Cuddy said we feel envy for cold, competent people. I'm not so sure – I think we just fear them. They are up to something and it's NOT in your interests. Later research revised Warmth to Kindness as even more accurate and I'd concur. It's more in line with someone's actions.

Let's map some real life characters on the Warmth / Competence scales.

X-Factor loser, who we pity
Airline pilot, who we admire
Evil oil company CEO, who we hold in contempt
Mean cop, who we fear (not envy IMO!)

Which should #nuclearenergy people be like?

Airline pilot is obvious, right? If not, please exit this thread.

Cast your mind back to the Before Times. How did airline pilots communicate? What did they actually say, and what was communicated through their actions?

Now, see if you can remember an airline pilot, a plane maker or a travel company ever mentioning these true and very important facts. @MalcolmGrimston is a legend for popularising the 'wings falling off' example.

This is the real lesson for nuclear communication:

Raising the concept of safety inherently raises the concept of danger. This fact is inescapable.

So, talk about safety warmly, competently and kindly in as much detail and for as long as your audience needs – IF and WHEN they ask you about it.

Until they do that, talk about what you want to talk about: your contribution to society – the reasons WHY we run nuclear plants.