The State Atomic Energy Corporation ROSATOM

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Stakeholder engagement


 РОСАТОМ » Capital management efficiency » Management of social and reputational capital » Stakeholder engagement



Sergey Novikov
Director of the Communications Department

– The national polls say that in Russia the support of nuclear power has been stably growing in the recent several years. How have you managed this in such a short time after the Japanese events of 2011?

– In fact, we see a good trend. The number of opponents is dropping, while neutrality respondents come to ranks of nuclear development proponents or, at least, those who are for retaining its current share in the energy mix (and this means building of new NPPs, which would replace the plants being decommissioned). We tried to find formats of interacting with different audiences. Today, the information space is that you have to understand that TV is not watched by everyone. Most of young people draw information from the Internet only. You have to find an optimal format to inform them. Blogosphere, social networks have played a great role in terms of public awareness from year to year. They have certain rules and secrets of information dissemination.

– How would you assess the level of public support of nuclear in the western countries where ROSATOM runs its projects? What does ROSATOM do to raise this level?

– We are ready to share our public relations methodologies with our partners. The most effective way is to demonstrate the best real thing. When we take foreign reporters to the fresh made nuclear plants, this turns down their perception, in the good sense of the word. They start to understand that bogeyman stories have nothing to do with the cutting-edge industrial facility where housekeeping is the outmost and high professionals are doing the things. We approach schoolchildren and university students through the information centres similar to those we launch in this country. We translate documentaries, which we make jointly with the VGTRK TV holding, into national languages and Russia-Science and Russia-24 broadcast them. Every country is different. It’s normal. Nuclear power started developing in different time and in different conditions in different countries. The trend is what is important. I can say that as we start calm, quiet promotion campaign, the public reacts positively nearly straight at once. We don’t rush. It is a strategic deal to build a NPP. We have to explain soundly to the people the project advantages and goals.

– ROSATOM is working hard within the sector to build up effective communications employees and stakeholders (media, radio, TV, Internet, Information Days, involvement studies etc.). What are goals and objectives here? How well does it go?

– In fact, we have built a media complex to communicate with the employees. It is to enable every person to get information on the situation in the sector in the format he or she likes. It can be video screen at the sites and city-wide TV broadcasts in the public transport (it exists). The goal is to cover 255,000 employees by one information space. To achieve the situation where everyone equally knows what is happening, what are the strategic tasks, and what are the near-term issues. What is the industry’s strategy and what specific place the specific company, where a specific person works, does have therein. If everybody understands the goal the same way, they will work to attain it more effectively.

– In the recent years the nuclear sector has paid much attention to the public reporting. How effectively, do you think, this system has been shaped and what are the Corporation’s benefits?

– The Corporation gears up and becomes more aggressive in entering the world markets. The reputation is the key asset. The transparent and clear business, the company’s standards and rules are important for our partners. They need to know that we come to them as a civilized producer and vendor who offer high quality. The public reporting is one of the tools to ensure transparency. Therefore, the system of the sectoral public reporting is the valuable achievement that shapes the positive look of ROSATOM both in Russia and abroad.

3.6.1.1. Approaches to stakeholder engagement

In 2013, the balance of positive and negative attitudes to the nuclear power development programmes of the Russian public was 53.6 % (KPI for 2013).

Given the scale and features of activities (simultaneous carrying out the diversified state and business tasks), ROSATOM has a broad range of stakeholders, both in Russia and outside. The focused work with stakeholders is governed primarily by the aim to achieve strategic goals and to ensure public acceptance of nuclear power development.

The fundamental principles of the interaction are respect and consideration for the interests of all participants; open, productive cooperation; timely and exhaustive information provided to the stakeholders on the Corporation’s activities; striving to achieve specific benefits for all participants; and the fulfilment of undertaken commitments.

Given the multiplicity of core businesses (uranium production, construction of NPPs, electricity generation, fuel fabrication, nuclear decommissioning, SNF and RAW management, power machine engineering, etc.), as well as supporting activities (international legal cooperation, law-making, etc.), each area has its own stakeholders, and ROSATOM structures systemic and planned interaction with them (for interaction with stakeholders as regards individual activity areas, please refer to the relevant sections of the Report). With that, some of ROSATOM’s work is aimed at the interaction with all stakeholders and the general public.

Fig. Ranking map of stakeholders

Fig. Stakeholder engagement


3.6.1.2. ROSATOM’s Public Council activities

The Public Council of ROSATOM was established in 2006 to involve citizens of Russia, non-governmental and professional associations, scientific organisations and local authorities in giving recommendations for the Corporation’s decision-making in the field of nuclear power development.

Adoption of two resolutions of the Government of Russia in autumn 2012 was a significant development in the work of Russian public councils, namely, “On the procedure of disclosure by the federal executive bodies of information on drafting legal regulatory acts and results of their public discussion” and “On approval of the composition of legal regulatory acts and other documents, including programmatic ones, which are worked out by the federal executive bodies, which cannot be adopted without a preliminary discussion at meetings of public councils of these federal executive bodies”.

The Public Council of ROSATOM started fulfilling the newly assigned functions involving the participation of public councils in the public administration system, which are defined by the concept of the “Russian non-government initiative”, which is in line with the international non-government initiative, i.e. the trend of active involvement of the general public and structural organisations of the civil society in the governance processes. During 2013, the Public Council reviewed 25 drafts of sectoral local regulatory documents and 18 draft resolutions of the Government of Russia and decrees of the President of Russia.

In 2013, which was declared the Year of Environmental Protection, the Public Council undertook additional activities associated with ecological and nature protection, including safe uses of atomic energy.

In the reporting year, under the project the “Public Council’s Library”, six reference and factual books and brochures were published, including the IAEA’s brochure “Communication with the Public in a Nuclear or Radiological Emergency”.

Plans for 2014:

  • to highlight priority short-, mid- and long-term goals and objectives in the plans of the Public Council aimed at optimal solutions to the “termless” safety problem (the foremost being: safety culture, public health, socio-demographic and environmental conditions, environment quality, improvement of sectoral public reporting, dialogues and public consultations with the stakeholders, RAW management and long-term isolation of high-level RAW and SNF in deep geological repositories);
  • to submit a proposal to JSC Rosenergoatom Concern regarding greater openness and better organisational measures for public hearings on siting, construction and operation of nuclear hazardous facilities;
  • to highlight as a priority the project “Utilisation of Waste Heat of NPP in Regional Heat Supply and Bio-product Production”, which was worked out by JSC Rosenergoatom Concern. To ensure its public, scientific and expert follow-up;
  • to work out a plan of intensifying activities of already existing and being established regional Public Councils, Community Liaison Offices or other formats of interaction of the Public Council of ROSATOM with the civil society structures in the host regions of nuclear power and NWC facilities.

3.6.1.3. Communications and informing

Atomic Energy Information Centres

Since 2008, ROSATOM has implemented the project of establishing atomic energy information centres (AEIC) in the regions in which the Corporation has a presence (www.myatom.ru).

The main objectives of the centres are to disseminate basic knowledge of the nuclear industry, education of the population and promotion of science, innovative technologies and engineering education among schoolchildren.

The first centre was opened in Tomsk. As of the end of 2013, the AEIC network included 20 centres.

In December 2012, the first centres started operating abroad: in Hanoi (Vietnam) and Mersin (Turkey). In 2013, an information centre was opened in Dhaka (Bangladesh). In 2014, it is planned to open information centres in Minsk (Belarus) and Istanbul (Turkey).

Fig. Map of AEIC locations

Over five years, the centres were visited by more than one million people, including more than 344,000 people in 2013. The visitors watched multi-media programmes on nuclear power, astronomy and country studies and took part in creative and educational projects.

Fig. AEIC launching rate, accrued

Forums and exhibitions

In 2013, ROSATOM took active part in the information and exhibition activities in Russia and abroad.

The V International Forum ATOMEXPO-2013 (26–28 June 2013, St. Petersburg, Russia) was held simultaneously with the International Ministerial Conference on Nuclear Power in the XXI Century; the forum’s topic was “Nuclear Power Industry in the XXI Century: Responsible Partnership for Sustainable Development”. The forum participants were delegations from 42 states and 153 companies. A number of international agreements were signed during the forum.

The main topic of the VII International Forum AtomEco-2013 (30–31 October 2013, Moscow, Russia) was the “Nuclear Energy Sector – Zero Damage Strategy”. The forum drew about 1,000 representatives from 18 states.

The International Forum of Nuclear Industry Suppliers ATOMEX-2013 (2–4 December 2013, Moscow, Russia) discussed the issues of nuclear industry procurement, expansion of the number of suppliers, including through participation of small and medium businesses in the procurement, improvement of procurement efficiency. For the first time at the forum, the business meetings of the customers and suppliers were organised in a B2B format. The forum was attended by more than 630 delegates who represented 322 companies from Russia, Belarus, Germany, Spain, Ukraine, Finland, France, the Czech Republic and Japan.

CEO of ROSATOM Sergey Kirienko and IAEA Director General Yukiya Amano

Mass communications, mass media, the Internet

TV listings and sectoral media

Gorizonty atoma

ROSATOM, jointly with the TV channel Rossija, broadcasted the TV programme Gorizonty atoma (Horizons of atom) on various aspects of activities and innovative developments of nuclear industry enterprises. The TV programme objectives are to make transparent the sector’s plans and activities, build up the psychological perception of the public that the peaceful utilisation of atomic energy is safe, and attract young people to the sector

The programme is regularly broadcasted on the channel Rossija-24. In 2013, a total of 23 releases took place. In December 2013, the documentary “The Encyclopaedia of the Atom. Volume 11. The Deal of the Century” Megatonnes to Megawatts” was broadcasted.

TV game show “What? Where? When?”

ROSATOM has implemented a joint project with the TV game show “What?” Where? When?” The Corporation’s team reached the game’s final round. The TV programme includes image-building video clips about “The Corporation of Knowledge”.

Sectoral periodicals

In 2013, publication of the sectoral newspaper Strana Rosatom (ROSATOM Country, circulation 55,000 copies) continued. The confidence index of the newspaper as an information source about the enterprise and the sector as a whole is measured annually in involvement-level studies. In 2013, the newspaper confidence index grew by 14 % to 64 %.

In the reporting year, publication of the sectoral magazine Vestnik Atomproma (circulation 3,600 copies) continued. The magazine is intended predominantly for nuclear industry specialists.

The magazine Atomny ekspert is a supplement to the scientific publication Atomnaya energiya; it has been published since 2011 (information and analytical magazine for nuclear professionals; distributed address-specific, circulation 1,500 copies).

There are 27 periodicals covering the sector. The largest are the newspaper Novoye vremya (Seversk, JSC SCC; 15,700 copies) and Impuls (Zelenogorsk, JSC PA ECP, 10,000 copies), which have the status of community periodicals.

Sectoral TV

In 2013, the information and analytical TV programme Strana Rosatom went on the air in 17 regions of Russia which host 22 “nuclear” cities (closed administrative territorial formations, or “closed” cities, which are satellite cities of NPPs and the cities where nuclear facilities are major employers). The TV programme is broadcasted at 27 enterprises of the Corporation. The signal also transmitted to the YAMAL-201 satellite. The total audience of terrestrial and cable channels broadcasting Strana Rosatom is about 6.2 million people.

In 2014, the project plans to organise broadcasting in the cities where JSC Atomenergomash’s enterprises have a presence.

Sectoral radio broadcasting

The radio programme Strana Rosatom airs three times a week. It is broadcasted at 50 enterprises by wire or the Internet and also posted on the official website of ROSATOM.

In 2013, the radio programme started working with social networks. The sites announcing events and interactive communication with the audience are: Facebook (http://www.facebook.com/radioatom), VKontakte (http://vk.com/atomradio), Twitter (https://twitter.com/radioatom), YouTube (https://www.youtube.com/user/radiorosatom).

In 2013, the radio programme Strana Rosatom was awarded a certificate of the national contest of corporate media resources “The Silver Threads” in the category “Best Corporate Radio”. Also, the radio programme was awarded a laureate certificate by the XIX International Journalism Contest, organised by the Russian Public Academy of Energy Journalism PEGAZ.

The Internet

The project “Ring of Websites”

In 2013, ROSATOM continued consistently building up its presence on the Internet, informing the general public of its activities and news of sectoral enterprises. Work continued on upgrading existing websites of the Corporation’s enterprises. Optimisation of the English language version of ROSATOM’s website (www.rosatom.ru) was completed. During 2013, the Corporation’s website published 2,247 press releases (187 a month on average). The newsreel of the section “Nuclear Industry in the Media” contains 871 items describing activities of sectoral enterprises.

Blogosphere, social networks and mobile applications

In 2013, activity growth was noted in ROSATOM and its organisations’ blogosphere at the expense of new sites and users, whose number substantially grew, following the results of the year. One of the causes was the improvement of monitoring tools owing to the disclosure of data for searching in the social network Facebook and in Mail.ru. The average ratio of opinions is as follows: positive –25 %, negative – 42 %, and neutral – 33 %.

In 2013, work continued to promote nuclear power in the official communities of ROSATOM in social networks, which was actively supported by holding contests. The sector-related content was successfully integrated into the scenarios of games which are the most popular in the social networks (“Megapolis” for VKontakte and “NPP Protection” for QS). Quiz questions were answered by more than five million users.

In the reporting year, work was carried out to improve official ROSATOM apps for the iPhone and Android. Users received operative information about the radiation situation and nuclear industry news via these modern communication formats.

3.6.1.4. Studies of involvement and opinion surveys

Studies of involvement

The study of involvement has been carried out by the nuclear enterprises since 2011. Over the three years of the study, the number of participating organisations has grown from 45 to 57 (these enterprises employ more than 200,000 workers; each year, more than 42,000 people take part in the polls).

Key results of 2013:

  • visits of the Corporation’s top management to key enterprises in the sector (more than 170 visits to 50 enterprises);
  • the contest “ROSATOM’s Person of the Year-2013”, in which about 1,000 employees participated;
  • an audit of the remuneration system at the sites of JSC S&I, JSC TVEL and NWC.

Fig. Involvement level of ROSATOM’s employees, %

According to data of the international company Aon Hewitt, which studies involvement across the world, ROSATOM’s results in 2013 exceed by 8 % the staff involvement indicator of Russian production companies and corresponds to the staff involvement level of effective employers across the world. The objective is to achieve the level of staff involvement of the world leaders of technological sectors, which is not less than 70 %, within 3-5 years.

Public opinion surveys

Fig. Public opinion on nuclear power development in Russia*

Do you think, nuclear power should be actively developed,
maintained at the existing level, phased out or abandoned?
It is said that oil and natural gas reserves will run out in Russia in 20 years.
What do you think can replace them as an energy source?


* The poll was carried out by the Russian non-governmental research organization Levada Analytical Center (Levada Center) with a representative sampling of the Russian population (1,601 people 18 years of age and older) in September 2013.




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