Redefining Engagement: The Path to Successful Development in Fusion

At the recent Nuclear Industry Association (NIA) Fusion Group event, our Co-Founder Saranne gave a presentation on the importance of communications and engagement for fusion energy developments. 

With extensive experience in communications around nuclear and fusion, including leading comms and engagement on the successful site selection for the STEP Fusion programme, she knows a thing or two about this topic. 

Saranne presenting to the NIA's Fusion Group

So, why does communication matter for fusion energy? 

Fusion projects are beginning to move beyond science (or science fiction) to become engineering and construction programmes. When this happens, they become real to people and communities.  

It’s an exciting technology with major potential to be a game-changing energy source – it really is science fiction made real! And this provides a unique opportunity, with conversations often starting from a place of interest, intrigue, or excitement.  

But, while this is exciting, it is also unknown. People may be curious and concerned about fusion at the same time, however these early days are the perfect time to address people’s concerns and secure buy-in.

How engagement supported the STEP programme? 

Saranne established and led communications for the STEP programme for three years, during which time the team undertook a process of selecting a site for the prototype fusion energy plant.   

There was almost universal support from the community for West Burton to be STEP’s home, and this was due, at least in part, to the significant communications and engagement that were undertaken throughout the process to select the site.  

The team understood that stakeholder and community support were vital to the project’s success, and took a very proactive approach, engaging as fully as possible, as early as possible.  

And, in terms of content, the team knew the region’s proud heritage of coal-powered electricity generation, which had provided high quality employment over many years, and used this to communicate the opportunity STEP would provide – from fossil to fusion.   

Two way traffic 

Of course, stakeholders and communities also have concerns about any new development, regardless of the type of technology. Some of the most common concerns raised at local events are around the safety of a new technology, how long the construction will take, and the impacts on local roads – lorry movements are an issue, whatever the development project!  

Redefining engagement 

It can be tempting for developers to take an approach of “Decide. Announce. Defend” – the equivalent of asking for forgiveness, not permission.  

C3 believes, and has proven, that there’s a different way – to bring big infrastructure to communities alongside a commitment to early, consistent and effective engagement. After all, communities have long memories, and these are long term projects.  

And it’s as simple and as complicated as this: 

• Identify your key stakeholder groups (from near neighbours and U3A groups to the Leader of the Council and the MP) - engage them regularly and consistently in the ways that work best for them – in-person and online events, regular written updates, social media 

• Use the right people in the right places – have your technical team stood alongside your communications and outreach folks to ensure that questions and concerns can be properly addressed 

• Be likeable and human – stakeholders and local residents want to feel that they can trust the people and organisations coming into their community – being approachable and likeable is key to this.  

You can read more about C3's role in the STEP programme in our STEP case study.

If you’d like a conversation about how we can help you with communications and engagement get in touch at hello@c3communications.co.uk