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On March 11, 2011 Japan was hit by a tsunami that was triggered by a
magnitude 9.0 earthquake.
The Tokyo Electric Power Companys (TEPCO) Fukushima I Nuclear Power
Plant was built improperly.
Resulting in the meltdown of three out of six nuclear reactors.
Substantial amounts of radioactive material were released.
The largest nuclear accident since Chernobyl in April 1986.
Level 7, a major accident, on the International Nuclear Event Scale.
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Radioactivity : spontaneously emitting radiation resulting from changes in the nuclei of
atoms of the element.
Radiation: complete process in which energy is emitted by one body, transmitted through
an intervening medium or space, and absorbed by another body.
Radiation sicknessis damage to your body caused by a large dose of radiation often
received over a short period of time. The amount of radiation absorbed by the body
determines how sick youll be.
Definitions:
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Research:
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MUST INFLUENCE SHOULD INFLUENCE
LIKELYTO
INFLUENCE
TEPCO Employees
Japans Residents (In Fukushima
and those whove lost in previous
disaster)
Japans Health Organizations
World Health Organizations
World Nuclear Association
UNLIKELYTO
INFLUENCE
Japanese Government
Red Cross
International BroadcastMedia
International Public
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Objective 1: Increase full time TEPCO Employees by 20%.
Objective 2: Educate public about radiation safety in order to reduce fear.
Objective 3: Obtain media impressions containing the phrases legislation
with greater transparency, corporate culture changes, and ongoing
relief efforts within the first year.
Objectives
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All part-time/contracted TEPCO
employees lacked the propertraining in dealing with a nuclear
crisis.
Increase full time TEPCOEmployees by 20%.
Loss of reputation
Revenue loss due to property and
health damage.
Obtain media impressions
containing the phrases legislationwith greater transparency,
corporate culture changes, and
ongoing relief efforts within the first
year.
The impact on public health through
exposure to radiation.
Educate public about radiation
safety in order to reduce fear.
Issues Objectives
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Strategy 1.1: Educate employees about proper Nuclear Power plant protocols.
Tactic 1.1.1: Hold mandatory 3 month training with Atomic Energy Agency (IAEA) prior to
beginning work in TEPCO and all of Japans other Nuclear Power Plants.
Tactic 1.1.2: Follow up training sessions every 5 years.
Strategy 1.2: Position TEPCO as a viable and trustworthy working place.
Tactic 1.2.1: Recruit university students through career fairs for available positions at the
TEPCO Nuclear Plant (ex. Seniors and Graduate Students)
Tactic 1.2.2: Promise TEPCO interns a full time position post graduation.
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Objective 3:Obtain media impressions containing the phrases legislation with greater
transparency, corporate culture changes, and ongoing relief efforts within
the first year.
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Objective 3: Obtain media impressions containing the phraseslegislation with greater transparency, corporate culture changes, and
ongoing relief efforts within the first year.
(Continued)
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Ethical Analysis
Is it ethical to tell the media what the company wants
communicated? Or should the individual also be guided by
what he or she thinks is truthful and accurate?
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Potter Model
Definition
PR: It is important to be truthful with the publicfor better management of TEPCOs reputation.
CEO:It is more important to not lose profit.
Loyalties
PR: The people.
CEO: Shareholders
Values
PR: General public opinion, honesty andTEPCO reputation.
CEO: Stock price, shareholders, and marketsituation.
Principles
PR: Judeo / Christian Principle, treat others asyou would be treated yourself.
CEO: Kants Categorical Imperative, What is
good for one is good for all
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Our Analysis
We feel the crisis management team was
unethical.
TEPCO needs to consider the publics well-
being before TEPCOs reputation and
shareholders.
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Ultimately, TEPCO failed at Crisis Management throughout the
Disaster.
TEPCO was accused not only of providing erratic and
contradictory information about safety during the crisis, it was
also accused of lying about conditions.
TEPCO was not well prepared and was too slow in its
response.
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Objective 1: Increase full time TEPCO Employees by 20%.
Our Evaluation:Perform a content analysis of how many employees have
been hired as full time workers of TEPCO within a year .
Evaluation
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Objective 2: Educate public about radiation safety in order to reduce
fear.
Our Evaluation:Perform random survey of Japans public
regarding their knowledge of nuclear power safety and research.
Evaluation
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Objective 3: Obtain media impressions containing the phrases legislation
with greater transparency, corporate culture changes, and ongoing
relief efforts within the first year.
Our Evaluation: Perform random survey of Japans public regarding
their knowledge of nuclear power safety and research.
Evaluation
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