If you're promoting an energy technology which results in alarming seismic activity , you have an uphill PR battle to fight. And given the relative unpopularity of earthquakes and self-igniting tap water among the general population, maybe it's a battle you're never going to win. I have a hunch, however, the task might become just slightly easier if the word 'fracking' were buried beneath a pile of subterranean shale rock. Remember, Windscale became Sellafield. Who needs fracking when you could be releasing the potential of pure shale energy?
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