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There is a time and a place for everything, and in the nuclear industry's case, worrying about PR right now, is a bad, bad idea. Well, let's put it simply: it is extremely bad PR. In a time when they should be worrying about putting an end to the disaster in Japan, and saving the lives whose ruin they caused in the first place, some nuclear power industry experts are more worried about winning the PR war. Tim Probert, Deputy Editor of Power Engineering International magazine, editor for Power Engineering International and conference director for Nuclear Power Europe, is the public face of the industry in many ways, and his latest editorial Fukushima: The nuclear power industry must win the PR war is indicative of what is wrong with this industry to begin with.