Communication
Strategic Planning
Workshop
Case:
OPG DGR
Components of Strategy
Issue or Situational Analysis
Key Stakeholder/Audience
Identification and Analysis
Communication Objectives
Key Messages & Message Map
Tools, Tactics, Techniques & Timelines
Measurement
1 – Situational Background
Current background, situation or
circumstance and relevant history
What is the current issue at hand?
What is the situation or circumstance?
What happened both operationally
and specific to communication?
What historical information may affect
the current state of being or
perception?
2 – Key Stakeholder Analysis
Have a “stake” or interest in the
organization
Affected by, or can affect,
organization’s actions, objectives,
and policies in some way.
Examples: Employees, Shareholders,
Customers, Creditors, Communities,
Environmental Groups, Government…
2 – Key Stakeholder Analysis
Identify “who” these
organizations, groups or
individuals are
Prioritize them – influence and
interest
How?
2 – Key Stakeholder Analysis
Through research and analysis:
- Relationship to the organization?
- Relationship amongst one another?
- What are their goals, needs,
struggles?
- What do they get from us?
- What do we get, or want, from them?
- Any opportunities or threats?
- Engagement level?
2 – Key Stakeholder Analysis
Through research and analysis:
- Get your team involved in supplying
intelligence
- Opportunities and possible
threats
- Purpose for communicating with
each?
- Current and preferred form of
communication?
3 – Communication Objectives
What are the outcomes that should
result from your plan?
Include them in your narrative and link
them to strategies and tactics
Example – “To ensure our goal of
(objective), our strategy is…”
4 – Key Messages
What are their key concerns or
questions?
Create a message map to address
concerns/questions
- Consider audience, situation, and
objectives.
5 – Tools, Tactics, Techniques
& Timelines
Given the context, audience and goal(s)
What tools or channels are suitable?
Timing of communication
Important communication techniques
6 – Evaluation and Tracking
What does success mean?
What determines success?
How will success be monitored
and how often?
OPG DGR– Situational Analysis
Give an account of the situation that
OPG finds itself in. Consider the external
environment, particularly stakeholders
What history may affect stakeholder
perceptions and beliefs?
Why might certain stakeholders still be
withholding support for OPG’s proposed
DGR?
OPG DGR– Stakeholder Analysis
Employee
Media Bruce
s
Power
Federal Saugeen
Governmen Ojibway
t OPG Nation (SON)
Municipal Nuclear
Government Industry
s
Regulators Residents
OPG DGR – Stakeholder Analysis
One example: The Saugeen Ojibway Nation
(SON)
High interest for OPG – the SON cares
deeply for preserving water and land
resources for future generations. Does not
fully trust OPG.
High influence – support of the SON is
required for ultimate project approval.
OPG DGR– Stakeholder Analysis
One example: The Saugeen Ojibway Nation
Concerns: possibility of water or land
contamination, disturbance of burial sites
by DGR construction, and the possibility of
OPG and the Federal government moving
forward without their consultation or
consent.
Opportunity to partner with the SON to
ensure that the needs of future generations
of both the SON and other Ontario residents
are met (sustainable land, water, electricity)
OPG DGR – Objectives
Over-arching: Convey that OPG is taking
responsibility for nuclear waste management
in the province of Ontario, where it operates.
The company is committed to implementing a
sustainable solution that will protect the
public from possible terrorism and natural
disasters, while continuing to ensure
protection of land and water resources.
OPG DGR – Objectives
One example: The Saugeen Ojibway Nation
Build trust with local First Nations
communities
Assure them that OPG is genuinely
committed to preserving the land and water
resources that the SON rely on, as well as
the preservation of their cultural heritage.
OPG DGR – Key Messages
OPG recognizes the need to implement a
sustainable nuclear waste storage
solution
Be transparent with all stakeholders. Comply
with information requests whenever possible
and do not withhold information. Trust is fragile.
Establish common values: protection of land and
water resources is just as important to OPG as it
is to external stakeholders.
OPG DGR – Key Messages
Need to consider affects that your
message will have on liability, public
image, government policy, and political
support.
DON’T PAINT YOURSELF INTO A CORNER
OPG DGR – Key Messages
For example:
The DGR is the safest solution for nuclear
waste storage.
No member of the public has ever been harmed
by OPG’s nuclear operations.
The company will translate its excellent safety
procedures and protocols to the DGR project.
Having safely managed Ontario’s nuclear waste
above-ground for more than 50 years, the DGR
will provide additional protection from possible
tornadoes and terrorist activity.
OPG DGR – Key Messages
For example:
At OPG, we believe we have an obligation
to future generations to safely store
nuclear waste where it cannot pose a
threat to society. We aim to fulfill that
obligation.
We want to work closely with stakeholders
to educate them on why a DGR is the
right choice for storage of Ontario’s
nuclear waste.
OPG DGR – Key Messages
OPG has proactively worked with many different
stakeholders to find a proper solution for nuclear
waste storage. We have done this through:
Consultation with industry experts from around the world;
Working closely with local governments and residents to
ensure their input and concerns are considered;
Compliance with over 600 government information
requests related to the proposed DGR on a range of issues;
Rigorous scientific study, conducted by both OPG and
external organizations; and
Establishment of a fund to cover the costs of the DGR.
OPG’s Deep Geologic Repository is the sustainable
storage solution for Ontario’s nuclear waste.
A deep geologic
OPG’s DGR will not be
The DGR is the safest repository is the most
a financial burden,
solution for nuclear environmentally
either now, or in the
waste storage. sustainable solution for
future.
nuclear waste storage.
With Lake Huron’s maximum
Under government
depth of 590 feet near the The project is already fully-
oversight, no member of the
Tiverton site, the DGR will funded, with the expected
public has ever been
store nuclear waste 2231feet $2.4 billion dollar cost
harmed by OPG’s nuclear
deep, far below the water already set aside.
operations.
table.
Geologically stable for 450 As of Dec 31, 2016, OPG
And we have safely
million years, the Tiverton site alone has $19.4 billion
managed nuclear waste for
also offers ideal conditions for dedicated to long-term waste
over 50 years.
storing nuclear materials. management.
By translating our proven These conditions include low
safety procedures to the permeability and porosity,
Construction of the DGR will
DGR, we will ensure that preventing harmful levels of
create jobs for Ontario
future generations are radiation from reaching Lake
residents.
protected from nuclear Huron.
waste, forever.
OPG DGR – Tools, Tactics, Techniques and
Timelines
One example: The Saugeen Ojibway Nation
Tactics, Techniques and Timelines (two
examples):
Face-to-face meetings with the SON and
high-ranking OPG personnel
Include the SON in town hall meetings with
other local residents
Idea: The science behind the DGR is
complex. OPG, Bruce Power, and their
partners employ highly-trained nuclear
experts. Why not design a campaign to
educate them on the benefits of the DGR, so
that they can spread the message to
surrounding communities?
OPG DGR – Measurement
One example: The Saugeen Ojibway Nation
Howdo we measure success?
Examples.
Number of SON members at community information
sessions and town halls
Monitor discourse of the SON surrounding the DGR in
the media
Frequency of meetings with SON members
Monitor the quality of negotiations and discussions
surrounding the project, take meeting minutes. Are
the SON increasingly open to discussion or
increasingly confrontational, for example?
