How to build public understanding and support for your energy transition project

After more than 15 years working with organisations in the property, regeneration and energy transition sectors, I’ve seen my fair share of contentious developments.

People will always be nervous about new development in their area, even if what you’re building will have major benefits for local communities, such as helping to overcome the challenges of climate change.

But I’ve found that being proactive, visible, transparent and communicative always makes it easier to engage with local communities and get them to understand your project, even if they’d still rather it wasn’t being built on their doorstep.

Here’s my top tips for getting people to understand your development and keeping them on side.

1. Identify the key stakeholders and influencers early

Forewarned is forearmed as they say, so you need to understand the local landscape, and this means doing your research. A stakeholder mapping exercise will help you identify and map the people who will be crucial to success – be they politicians, community leaders, business groups, or local media.

This research will also identify the issues that are important to local people and uncover any previous concerns people may have about other proposed developments.

2. Stick to the facts

Some energy transition projects can be hard for people to understand. People now have a good understanding (and therefore an acceptance) of wind or solar developments, but trying to explain less well-known technologies, such as energy storage, grid balancing, or green hydrogen, can be more problematic.

To build trust, you have to strike a delicate balance between simplifying your explanation of the technology and presenting the facts as they are. If people can visualise what you are looking to build, this can also help you demystify the technology and overcome any inaccurate or misleading claims.

3. The simplest messages are the most powerful

A good way to communicate the positive impact of your energy project is to have a set of power messages that encapsulate the benefits of your scheme. These may include reference to things like a cleaner environment, job creation, or green skills development.

Also, most people won’t know what 10MW is, so you also need to think how you can make the contribution of your technology more relatable. For example, powering 2,000 homes for an entire year, or saving the equivalent emissions of taking 5,000 cars off the road.

4. Build trust in person

People will be naturally wary of a faceless organisation they have never met. It’s so important to go and meet local communities in areas where you want to develop, particularly if there are pre-existing concerns about new development.

A public consultation event, where people and businesses are invited to come and meet you, learn more about your plans, and ask questions, is a great way to do this. It also enables you to understand their concerns.

5. Think about wider social value

Engaging with local communities over and above what’s expected of you is a good way to build local advocacy. Yes, your development will have a positive impact on the environment, but how else can you build social value with the local community. Examples might include engaging with schools or education providers on green skills development, supporting local wildlife projects, or helping local charities and community groups.

If you need some specialist communications advice on an energy transition project, we’d love to help. Please contact Andrew Taylor at hello@freshfield.com or complete our online form here.