The operator of the Indian Point nuclear power complex has enlisted former Mayor Rudolph W. Giuliani to vouch for the plant’s safety in a new advertising campaign scheduled to begin next week.
The campaign will include advertisements on cable television and in newspapers, a spokesman for the company, the Entergy Corporation, said on Wednesday.
Entergy is seeking to renew its operating licenses for the two reactors at Indian Point, and the advertising campaign is the company’s highest-profile effort to buttress its public image during a politically volatile period that is critical to Indian Point’s future.
Entergy has contended with public unease following the tsunami in March that led to a reactor meltdown in Japan, as well as steady criticism from Gov. Andrew M. Cuomo, a longtime opponent of Indian Point who has repeatedly called for the plant to be shut down because of safety concerns.
Those public-relations challenges spurred Entergy to initiate conversations this summer with Mr. Giuliani, who has previously done promotional work for Indian Point, about his appearing in new advertisements that would tout the plant’s safety.
A company spokesman, James F. Steets, declined to say how much Entergy planned to spend on the campaign, or what it had paid Mr. Giuliani to appear in the advertisements.
“Our goal is to reassure people about the safety of Indian Point,” Mr. Steets said in a telephone interview. “With the high regard people have for Mayor Giuliani, I think we can get that message across clearly.”
A spokeswoman for Mr. Giuliani’s consulting business, Giuliani Partners, declined to comment on the advertising campaign.