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.

Definitions:

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 sickness is 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.

Research:

 All part-time/contracted TEPCO employees lacked the proper

training in dealing with a nuclear crisis.
Loss of reputation by providing erratic and contradictory
information about safety during the crisis as well as its slow
action response.
Revenue loss due to property and health damage.
The impact on public health through exposure to radiation.

MUST INFLUENCE

LIKELY
TO
INFLUENCE

UNLIKELY
TO
INFLUENCE

TEPCO Employees
Japans Residents (In Fukushima
and those whove lost in previous
disaster)
Japans Health Organizations

Japanese Government
Red Cross

SHOULD INFLUENCE

World Health Organizations

World Nuclear Association

International Broadcast
Media
International Public

Objectives
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.

Issues
All part-time/contracted TEPCO
employees lacked the proper
training in dealing with a nuclear
crisis.

Loss of reputation
Revenue loss due to property and
health damage.

The impact on public health through

exposure to radiation.

Objectives

Increase full time TEPCO

Employees by 20%.

Obtain media impressions

containing the phrases legislation
with greater transparency,
corporate culture changes, and
ongoing relief efforts within the first
year.

Educate public about radiation

safety in order to reduce fear.

 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.

Educate public about radiation safety in order to reduce fear.

Strategy 2.1: Update public knowledge on radiation through interpersonal events.

Tactic 2.1.1: Hold classes to teach safety procedures that general public could use

Tactic 2.1.2: Send doctors to schools to check for illnesses such as thyroid cancer and
radiation sickness

Tactic 2.1.3: Hold evacuation drill so that the public knows what steps to take in case of
another disaster.

Strategy 2.2: Reassure the public that food is safe.

Tactic 2.2.1: Hold a demonstration of a machine that measures radiation in food.
Tactic 2.2.2: Publish results of voluntary radiation tests that supermarket chains performed
on food of Japanese origin in their stores.

Objective 3:
Obtain media impressions containing the phrases legislation with greater
transparency, corporate culture changes, and ongoing relief efforts within
the first year.

(Continued)

Objective 3: Obtain media impressions containing the phrases

legislation with greater transparency, corporate culture changes, and
ongoing relief efforts within the first year.

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?

Potter Model

Definition
PR: It is important to be truthful with the public
for better management of TEPCOs reputation.

Loyalties
PR: The people.
CEO: Shareholders

CEO:It is more important to not lose profit.

Values
PR: General public opinion, honesty and
TEPCO reputation.
CEO: Stock price, shareholders, and market
situation.

Principles
PR: Judeo / Christian Principle, treat others as
you would be treated yourself.

CEO: Kants Categorical Imperative, What is

good for one is good for all

Our Analysis

We feel the crisis management team was

unethical.
TEPCO needs to consider the publics wellbeing before TEPCOs reputation and
shareholders.

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.

Evaluation

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

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

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.