On the Grid, In the Loop
Image by Ryan Cuthriell
Energy
01.11.2012
In:
Energy / Infrastructure,
Public Relations,
Public Affairs
With power plants, resource acquisitions and infrastructure investments that produce returns of 50 years or more, no other industry has a longer strategic timeline. But many of the industry’s leaders have not thought even six months ahead when it comes to public communications plans and influencing public policy.
Now is the time to make public outreach an integral part of long term strategy.
As the United States enters its next energy production and construction cycle, an increasing number of consumer voters are engaged in the debate on national energy policy. They are knocking down the doors at public hearings on power plants. They are clamoring for more renewable energy. They are demanding justification for the high cost of investment in new energy resources.
Nuclear power provides an example of the public’s nuanced opinions on energy and the need for continuing education. Despite increasing support for emissions-free nuclear power as an alternative to coal, ratepayers are taking notice of a nuclear plant’s significant costs. They are starting to understand the concept of risk. Utilities have learned that many business-friendly legislators are not ready to support nuclear power without public buy-in on the costs. It’s up to the industry to garner that buy-in. Even the promise of thousands of new jobs in a stagnant economy has not been a magic bullet for moving new plants forward at anything but a snail’s pace.
Despite increasing support for emissions-free nuclear power as an alternative to coal, ratepayers are taking notice of a nuclear plant’s significant costs.
In contrast to the challenges faced by new power plant construction, smart grid technologies have garnered support. State level policies are giving smart grid technology the right incentives, and there is increasing competition. But are these companies effectively communicating their successes while preparing for increased scrutiny of their performance over the long term? In the height of summer 2011, there were simultaneous news stories about smart grid technology helping utilities avoid blackouts and utilities catching heat for cutting off consumers’ air conditioning. Technology suppliers need to be helping their buyers prepare for greater public scrutiny over the long term.
Often, a voter/consumer’s level of engagement does not match that individual’s level of understanding. In this environment of uncertainty and fractured public opinion, government policymakers will continue to pick winners and losers in the marketplace. Successful companies tap their expertise and resources to put a long-term focus on educating the public.
A successful communications plan to influence energy policy must differ from a marketing or sales plan. It starts with a few simple questions:
- How will public perception that influences public policy affect my company and sales in the future?
- What additional voices can support my policies?
- Who has the greatest influence on the energy policies that affect me, and how am I reaching out to them?
- How am I highlighting the strengths of my industry?
- Are my competitors taking the lead in public outreach and communications with policymakers?
- What do I want voters to think of my policy proposals six months, one year and even three years from now?
The public is often lacking reliable information on energy, and companies that fill the information void could find themselves influencing government policies that pick winners in the energy industry. Gains could be in store for energy companies who position themselves as thought leaders and consider public outreach an integral part of their long-term business strategies.
