Communication with audiences external to the immediate list of interested parties may seem an overwhelming task. Many other topics will dominate the attention of media, government officials and members of the public. Nuclear communicators must plan activities that build relationships with these audiences, and not only when interest is high. By remaining visible and active even when interest is low, nuclear organizations can communicate more effectively over longer periods of time.

Ongoing attention to external communication includes:

• Supporting informed choices
• Setting goals and professionalizing outreach functions
• Explaining a complex industry
• Earning credibility
• Recognizing the science of communication
• Communicating with stakeholder groups
• Engaging diverse audiences

Individuals and organizations communicate in many ways, intentionally and unintentionally. Even when communication activities stall, audiences make assumptions about what is happening and why.