Fusion Energy Communications and Public Engagement Training
- Lenka Kollar
- 3 days ago
- 2 min read
Helixos has been running communications and public engagement training since our inception. We first started with clients in the nuclear (fission) energy space that were siting new small modular reactor (SMR) and advanced reactor projects. With our increasing work in the fusion energy space, we also adapted this training to public engagement for fusion facilities.
The fusion sector has a lot to learn from fission on public engagement, good and bad. But, the fundamentals are the same. So, when a recent review of social science research on the public acceptability of fusion energy was published, we were not at all surprised by the findings, summarized below:
A consistent finding across nearly all empirical studies is that public awareness and objective knowledge of fusion energy are low.
Key determinants of fusion acceptability include:
The most powerful predictor of attitudes toward fusion is an individual’s pre-existing attitude toward nuclear fission.
Emotional or “affective” responses play a crucial role, often outweighing cognitive evaluations of technical details.
Public support is also a function of a trade-off between perceived benefits and risks.
Trust in the institutions responsible for developing and regulating fusion is another key factor.
Framing and information have a large influence:
Providing information that clearly differentiates fusion from fission has been shown to improve public attitudes.
When fusion is compared to nuclear fission, it is generally viewed more favourably.
Transparency and detail, rather than just basic facts, can be a key factor in building more robust public acceptance.
Fusion requires moving beyond one-way information provision and towards genuine, two-way dialogue and public participation.
Our communications and public engagement approach is based on the engagement/dialogue model of science communication, which encourages a two-way flow of information and genuine public participation (finding 4 above). Communications need to be emotive (via storytelling), rather than only the technical facts. Facts alone do not inform the perceived benefits and risks (finding 2b-c). The foundations to any successful engagement program are trust (finding 2d) and transparency (finding 3c).
More specific to fusion, knowledge on fusion is low (finding 1) and the most powerful predictor of attitudes toward fusion is one's pre-existing attitude towards fission (finding 2a). Another study showed that the term "Fusion Energy" has more positive associations than "Nuclear Fusion" does. Hence showing that those that fear nuclear energy, likely will fear fusion as well. In addition, many people confuse the two and place fusion in a categorical "nuclear" heuristic in their mind - which may be good or bad, depending on where that individual's heuristic leads.
In our own experience and through supporting our clients on communications and public engagement for fusion energy, all of these findings prove true in the field. This is why continued engagement is important for the fusion sector, and so is doing it the right way.
Contact us to learn more about our fusion communications training and get support on your public engagement journey.
We're also working on our own public communications efforts with our podcast and children's book:
Plasma Portal is a children's book written and illustrated by Helixos team members about discovering a world powered by fusion energy.
Fusion Forward is a podcast hosted by Helixos that dives into the future of fusion energy through conversations with the people shaping the field.
