This article presents a semio-rhetorical analysis of promotional discourse on nuclear power produced by three organizations: the Belgian nuclear Forum, the Canadian Nuclear Association and the Forum on Energy. The goal of this research is the identification of visual and verbal rhetorical and discursive forms that are used on these websites in order to promote nuclear power as a response to the problems of climate change. This analysis implies the observation of other texts, and the identification of wider discourses like “eco-modernism”. This article is an example of how semiotic and rhetorical tools can be used to analyze organizational communication.