News : Study considers ways to offset any negative perceptions of Cumbria that could be caused by taking part in a search for a nuclear waste repository site
A study has recommended ways to mitigate against any negative perceptions of Cumbria that could arise if the west of the county takes part in the Government’s search for a suitable site for an underground repository for higher-activity radioactive waste.
The West Cumbria Managing Radioactive Waste Safely Partnership commissioned two consultancies – Sedley Place and The Communications Group - to look at what could be done to offset any risk of negative perceptions of the area if West Cumbria does take part in the search for a repository site.
Outlining their findings at the Partnership’s meeting in Salterbeck on Tuesday (February 21), the consultants said that in order to maintain Cumbria’s strong reputation they recommended putting in place a phased communications campaign to emphasise the area’s strong points, including the use of a variety of different communications methods.
If the search progresses, the consultants also suggest setting up a new umbrella organisation which could become a mouthpiece for promoting the county and provide coordination of the brand.
Cllr Elaine Woodburn, Partnership member and leader of Copeland Borough Council, said: “Cumbria is home to both the nuclear industry and a number of sectors that benefit from the strength of the Lake District and Cumbria brands. We are still carrying out an important consultation to find out what the public think about whether West Cumbria should take part in the search for somewhere to put an underground repository for nuclear waste.
“However, if the area does take part in that search it is vital we understand how taking part in that process might affect the image of the Lake District and Cumbria and what could be done to offset any risk of negative perceptions. This is a very useful piece of research which will provide the councils and other organisations with valuable evidence to help ensure we protect these brands if this process continues. The Partnership now needs to consider its response to the suggestions made.”
The researchers looked at examples from abroad, including communities in Sweden, Finland and France, where nuclear facilities had been created, as well as Queensland in Australia where there is significant mining activity, and an area of outstanding natural beauty in New Zealand where there was mineral extraction.
The study looked at the area as a tourism destination, as a place to live and work, a place to study and learn, as well as a place to invest.
Richard Greenwood, head of policy and research at Cumbria Tourism, which is also part of the West Cumbria Managing Radioactive Waste Safely Partnership, said: “This report confirms how the county’s brand image benefits tourism as well as other industries such as food and drink products. It outlines ways to deal with any risk to how the county could be perceived and will help direct the thinking of the Partnership and other organisations, if West Cumbria does take part in the search for somewhere to put a repository.”
Rob Johnston, chief executive of Cumbria Chamber of Commerce, said: “It’s fundamental that we understand the issues and potential impacts on all Cumbrian businesses of moving forward in this process. This report is very useful in doing so.
“Should the decision be taken to participate in the search for a repository site then we will need to work together as partners to address those issues.”
The Partnership is made up of representatives of all the local authorities in the county as well as organisations such as the National Farmers’ Union, Cumbria Tourism, the Lake District National Park Authority and the Cumbria Chamber of Commerce.
Following an ongoing public consultation, which is separate to this study, and a representative opinion survey by Ipsos MORI, the Partnership will report to Allerdale Borough Council, Copeland Borough Council and Cumbria County Council. These councils will decide later this year whether West Cumbria should take part in the Government’s search for a repository site.
If the area does decide to participate, the councils could withdraw at any point in the future until work begins to build a repository. It would take around 15 years to find a suitable site following extensive testing of geology and other factors.
For more information about the West Cumbria MRWS Partnership and the current consultation, which continues until March 23, visit www.westcumbriamrws.org.uk
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For media enquiries please contact the Partnership’s communications advisor Paul Gardner or Ian Boydon at Osprey Communications on 01524-782086 or 077667906561
1. The public consultation which is being carried out by the Partnership continues until March 23. A newsletter is due to be sent to all homes in West Cumbria and places like libraries and council offices across the county during the week beginning February 27. An online discussion of the issues will take place from 6pm to 8pm on March 6.
2. The Chair of Partnership rotates between the three principle authorities on the Partnership – Allerdale Borough Council, Copeland Borough Council and Cumbria County Council.
3. In addition to Allerdale Borough Council, Copeland Borough Council and Cumbria County Council there are a range of other organisations making up the Partnership, including Barrow Borough Council, local trade unions, the National Farmers’ Union (NFU), Churches Together Council, Eden District Council, South Lakeland District Council, Carlisle City Council, the Lake District National Park Authority, the Cumbria Association of Local Councils, NuLeAF (the Nuclear Legacy Advisory Forum), the Cumbria Chamber of Commerce and Cumbria Tourism.
4. A number of other organisations attend as ‘observing members’ including Government departments, the Isle of Man Government, CoRWM (Committee on Radioactive Waste Management), the Nuclear Decommissioning Authority and the safety and environment regulators.
5. The Government is looking for a community in the UK to volunteer to have a repository. Allerdale Borough Council, Copeland Borough Council and Cumbria County Council decided to take part in early discussions about this process on behalf of West Cumbria because a large amount of the country’s radioactive waste is already stored in the area at Sellafield.