Communications is core to the future of nuclear
Making atomic power an electric proposition
If we’re serious about deploying 10 gigawatts of new nuclear capacity in the next five years, we’ll need more than engineering breakthroughs; we’ll need the right messaging to ensure communities are willing to build them.
That was the view from this month’s U.S. Energy Association (USEA) press briefing on the future of nuclear energy in America. Panelists and journalists spotlighted pressure points like fuel supply, regulation, timelines and financing, and opportunities like SMRs and Big Tech buy-in.
But effective communication has a role to play in determining how quickly nuclear will scale. Regulators, investors, and the public each have different fears and expectations. Clear, credible, and compelling messaging is the only way to align them.
It’s officially a frontline issue for climate storytellers because nuclear has to be part of the larger conversation surrounding the energy transition.
3 audiences. 3 missions.
Communicate certainty and competence to regulators
The Nuclear Regulatory Commission (NRC) is facing an impossible brief: move faster while maintaining public trust. Staffing shortages, legacy processes, and regulatory lag remain major bottlenecks despite recent executive orders.
Start by adjusting the “regulation vs. deregulation” framing to “risk vs. uncertainty”. Instead of focusing on the presence or absence of regulations, convey a more nuanced story of how targeted regulatory reforms can contribute to a more secure and sustainable future. Point to success stories like Ontario Power Generation and TVA as proof that proactive oversight can accelerate deployment and build trust.
Sell scale and stability to investors and stakeholders
For institutional capital, nuclear has notoriously been a high-risk investment with a long timeline. Now the field is becoming less risky as federal initiatives like the DOE's Loan Programs Office (LPO), simpler and safer designs like AP1000, and new financial models take shape.
Explain the urgency and necessity to the public
Many Americans still associate nuclear power with Chernobyl and Three Mile Island, but the average number of significant reactor events per year has remained near zero for more than a quarter century. Educate consumers on how this firm, carbon free energy source can provide union jobs, stabilize energy prices (which are set to surge, according to ICF’s latest projections) and contribute to energy dominance.
Where comms enters the chat.
From legacy to innovation
The nuclear renaissance isn’t theoretical anymore. Reporters and regulators are closely tracking workforce readiness, advanced designs, and financing strategies – all areas where effective communications and public affairs are vital.
The story just needs to catch up, and giving journalists access to real projects like development sites, modular factories, and workforce programs can help. So, too, can translating technical advances in SMRs and advanced reactors into understandable narratives, which is what Kairos Power is doing with regular stories about its progress in Tennessee and how TerraPower releases news about its own developments. Or integrating AI to drive new operational efficiencies, like Atomic Canyon is doing with PG&E and NVIDIA at Diablo Canyon Power Plant.
Meanwhile, positioning supply chain security and domestic manufacturing as national priorities has helped companies like General Matter and Standard Nuclear raise their profiles with coverage in Bloomberg and The Wall Street Journal.
The economic revival story
USEA’s panelists emphasized the tight timeline for aligning workforce needs with construction demands, which sounds to us like an opportunity to tell a story of industrial renewal tied to clean energy. Frame nuclear workforce development as essential to restoring U.S. leadership in advanced manufacturing, and make it human by sharing it through the lens of second-generation nuclear workers, young engineers or apprentices.
Borrow trust from proven models
OPG and TVA's work on SMRs demonstrates how international partnerships can build real public confidence. Remember to treat this and other global collaboration as a sign of scientific and regulatory consensus that’s ultimately a success story roadmap to replicate.
The road to 10GW
USEA’s panelists emphasized that deploying 10 GW of new nuclear energy in five years is possible (but barely). The tightrope communicators must walk is creating credibility without deflating ambition. Showcase wins like new design approvals, greenlit projects, and underway factory buildouts, but be transparent about delays. They’re expected challenges on a breakthrough path, not failures.
Perception and possibility must align.
As communications professionals, it’s our job to build trust, simplify complexity, and stay rooted in the need to meet surging demand for electricity. You don’t have to take it from us though; at Latitude Media’s Transition-AI event earlier this month, Constellation's Mike Kramer spoke to the importance of public affairs and community engagement in building any new project:
"Public relations is very important for any new generation build. To be successful, you have to have a communications strategy in place that accounts for all key stakeholders and community members."
Finally… here are some of the stories we’ve been telling:
🗑️ From waste to opportunity
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🥡 Big changes ahead for compostable packaging
Alex Truelove, Policy and Legislation Manager at the Biodegradable Products Institute (BPI), joins the Food Safety Matters podcast to unpack a new law in California (AB 1201). Going into effect in 2026, the law makes significant changes to compliance for compostable products, including food packaging in the state, and has the potential to reshape standards across the country.
🔌 Heatwave marks a 14-year demand high
This week’s scorching temperatures pushed PJM Interconnection, the country’s largest electricity market, to just over 160 GW of demand. According to ICF, the grid has not seen load peaking in June since 2014, significantly surpassing last year’s summer peak load of 152 GW, recorded and set on July 16, 2024. Heatmap News has the full breakdown.
... and some (Water) Cooler talk:
🧭 The case for investing in climate adaptation now
Darren Clifford, Founder and Managing Director of Adapt[us], argues that the next frontier in climate investing is helping people adapt to a changing world. In a recent LinkedIn article, he makes the case for backing companies that improve human resilience and quality of life amid rising climate volatility, while still delivering financial returns.
📝 How not to sound like every other climate startup
Climate Drift’s Sean Higgins delivers a must-read for founders and marketers alike – The Climate Tech Marketing Starter Pack – a guide to standing out in a sector where everyone sounds the same. The Climate Drift Substack has more climate cheat sheets, so give them a follow!