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1 European Nuclear Society PIME Nuclear Communications Conference Megatons to Megawatts: “A Powerful Message for Promoting Nuclear Power” Charles B. Yulish.

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Presentation on theme: "1 European Nuclear Society PIME Nuclear Communications Conference Megatons to Megawatts: “A Powerful Message for Promoting Nuclear Power” Charles B. Yulish."— Presentation transcript:

1 1 European Nuclear Society PIME Nuclear Communications Conference Megatons to Megawatts: “A Powerful Message for Promoting Nuclear Power” Charles B. Yulish Vice President Corporate Communications, USEC Inc. February 9, 2004 v.f_abriv - - Megatons to Megawatts -

2 2 In Russia: 1. Russian nuclear weapons dismantled 2. HEU removed from nuclear warheads 3. HEU diluted and recycled into LEU 4. LEU shipped to USEC In the United States: 1. USEC pays Russia for LEU (+/- $500 million/year) 2. Natural uranium returned to Russia 3. LEU sold to utility customers worldwide 4. LEU fabricated into fuel assemblies 5. Utility reactors use fuel to generate electricity percent of U.S. electricity is generated using Megatons to Megawatts fuel (estimate) Megatons to Megawatts fuel (estimate) How it Works: Steps in the Process

3 3 Branding the Program Title of 1993 U.S-Russian Agreement 1.“The Agreement Between the Government of the United States of America and the Government of the Russian Federation Concerning the Disposition of Highly Enriched Uranium Extracted From Russian Nuclear Weapons.” 2.AKA “The Russian HEU-LEU agreement”

4 4 Branding the Program 2003 “The Right Stuff”

5 5 Bisconti Research in 2002 and 2003 (Ten Focus Groups, Three Phases) Bisconti Research in 2002 and 2003 (Ten Focus Groups, Three Phases) Chicago (Joliet) Baltimore Albany Houston (twice) Megatons to Megawatts

6 6 Reasons Given for its Appeal “Dismantling warheads makes the world safer, by keeping weapons out of the hands of terrorists.” “Dismantling warheads makes the world safer, by keeping weapons out of the hands of terrorists.” “Turns weapons into something peaceful and productive--It’s the right thing to do.” “Turns weapons into something peaceful and productive--It’s the right thing to do.” “It’s pretty difficult to be against getting rid of nuclear weapons and getting energy in exchange.” “It’s pretty difficult to be against getting rid of nuclear weapons and getting energy in exchange.” Megatons to Megawatts

7 7 NEI Nuclear Message Research Messages with consistently greatest appeal: “Nuclear Power is needed...” 1.to meet growing demand for electricity 1.to ensure energy independence 1.to help ensure clean air Congress Needs to Pass A National Energy Policy Now. Kids today are part of the most energy- intensive generation in history. They demand lots of electricity. And they deserve clean air. That’s why nuclear energy is so important to America’s energy future. 103 nuclear power plants already produce electricity for 1 of every 5 homes and businesses, and they don’t pollute the air. We need secure, domestic sources of electricity for the 21st Century-and we also need clean air. With nuclear energy, we can have both.

8 8 New Message Ranking Messages with consistently greatest appeal: “Nuclear Power is needed...” 1.to help eliminate nuclear weapons 2.to meet growing demands for electricity 3.to ensure energy independence 4.to help ensure clear air Megatons to Megawatts Congress Needs to Pass A National Energy Policy Now. Kids today are part of the most energy- intensive generation in history. They demand lots of electricity. And they deserve clean air. That’s why nuclear energy is so important to America’s energy future. 103 nuclear power plants already produce electricity for 1 of every 5 homes and businesses, and they don’t pollute the air. We need secure, domestic sources of electricity for the 21st Century-and we also need clean air. With nuclear energy, we can have both.

9 9 Bisconti Opinion Research Conclusions “Megatons to Megawatts can be a highly significant new selling point for nuclear energy--with economic growth, clean air, energy security.” “Megatons to Megawatts can be a highly significant new selling point for nuclear energy--with economic growth, clean air, energy security.” “Has strong appeal, including to those not convinced by other messages.” “Has strong appeal, including to those not convinced by other messages.” “Findings indicate potential public relations benefit to industry and companies that use this fuel.” “Findings indicate potential public relations benefit to industry and companies that use this fuel.” Megatons to Megawatts

10 10 January 16-18, 2004 Roper National Public Opinion Survey Results “Knowing about the benefits of the Megatons to Megawatts program increases public support for new nuclear power plants.” “A substantial number of Americans said they would be more inclined to support the choice of nuclear power plants for future electricity if that would speed up the destruction of nuclear weapons.” Roper/Bisconti Research, Inc

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