Now, to further the conversation, BMV has turned towards one of the leading voices in the clean energy industry, Canary Media. Last week, the sustainability-focused publication held a forum, “Elevating Communications in an Age of Climate Solutions.” Industry leaders, marketers, and storytellers gathered in this recent webinar to explore how human-centric narratives are reshaping the way organizations communicate complex energy topics. Below, we explore critical insights shared during the session and how they illuminate the path forward for energy communications.
- Conduct Stakeholder Interviews and Focus Groups to Identify Communication Needs
One of the first steps in crafting effective communication strategies is understanding your audience’s needs and expectations. Stakeholder interviews and focus groups can be powerful tools for gaining insights into how different groups perceive your organization and the challenges they face. This really applies to most industries. It’s essential to connect with people directly to understand their concerns, pain points, and language preferences. These conversations help you learn what resonates with various groups and how to tailor your messaging better.
For example, in the context of climate change communication, as discussed in the webinar, understanding how different demographics react to specific issues allows organizations to meet their audiences where they are, using the language they understand without alienating them. As one speaker mentioned, not all messaging needs to be simplified to a third-grade level, but it should always consider the audience’s familiarity with the subject matter.
Tiffany Refuerzo, representing maritime solutions provider Wärtsilä Marine, highlighted the importance of tying marketing efforts to overarching business strategies. Whether the goal is market entry, customer retention, or product launches, storytelling must address these objectives while balancing technical depth with relatability.
“One of our challenges is simplifying complex topics for diverse global audiences,” Tiffany noted. Strategies include using visual tools like interactive maps and light technical reports to make intricate data more accessible. This not only engages the audience but also aligns with their real-world concerns, such as economic recovery during the pandemic.
- Explore Ways to Collect and Amplify Impact Stories
The power of storytelling cannot be overstated, particularly in today’s media-rich environment. Collecting and amplifying impact stories from people who have benefited from your products, services, or resources creates an authentic connection with your audience. Real-life stories allow potential stakeholders to see the direct benefits of your work and how it fits into their personal or organizational goals. These real-life stories will become only more imperative under the leadership of a new administration that openly questions climate change and the transition to net zero.
This approach was highlighted in the discussion about leveraging user-generated content, such as videos from teachers, students, and librarians, during an advocacy campaign. These stories helped humanize the issue and drive support. Likewise, for organizations like Project Drawdown, amplifying voices from around the world—such as those featured in their Global Solutions Diary—is a way to create a diverse narrative that speaks to the global scale of the issue while offering local perspectives.
Incorporating these voices into your messaging strengthens your campaign and encourages others to share their experiences, creating a more engaged community around your brand. Matt Scott from Project Drawdown reinforced the importance of listening to audiences and meeting them where they are. His organization tailors its messaging to diverse groups—from corporations and investors to educators and community leaders—ensuring that every story serves its audience’s unique needs.
For instance, community change-makers may be drawn to narratives about equipping youth with leadership skills, while corporate leaders might focus on how climate solutions can drive innovation and profitability. Regardless of the audience, the goal is to connect stories to actionable resources that empower stakeholders to create change.
- Ensure Clear and Accessible Messaging that Resonates with the Intended Audiences
Once you’ve gathered feedback from stakeholders and identified the most compelling stories to share, evaluate your organization’s overall messaging platform. Is it clear and accessible? Does it speak to the needs and values of your target audiences?
In the context of clean energy communications, for example, the webinar discussed the importance of framing issues like energy transition in terms of stability, security, and affordability rather than just technical jargon. Ensuring that your messaging is simple, human-centric, and approachable is crucial to driving engagement. As one speaker emphasized, understanding your audience’s level of expertise and adjusting your language accordingly is critical to maintaining their interest and trust.
Fabienne Rodet, VP of Brand Strategy at 22 & Brand, emphasized that identifying and engaging the right audience is central to any successful communication strategy. In the B2B space, where her agency specializes, building long-term relationships with audiences involves:
- Establishing Relationships: Leveraging speaking opportunities at niche conferences and co-branded communication efforts to target specific groups.
- Gaining Customers: Employing thought leadership campaigns supported by tangible, data-backed content like case studies.
- Retention and Loyalty: Engaging existing clients through webinars, newsletters, and in-person events that foster trust and community.
This layered approach ensures communications resonate with both technical and human dimensions.
- Identify Opportunities to Build On Synergies with Partners Across the Value Chain
Another important strategy for expanding your organization’s reach and increasing your campaign’s effectiveness is building partnerships across your industry’s value chain. Collaborating with partners who share similar goals can help amplify your message and make your campaigns more impactful.
For instance, one campaign in the solar industry brought up by Fabienne highlighted the collaboration between five different companies to transform landfills into solar-powered revenue sources. By integrating various partners, from developers to manufacturers, they created a campaign that told a comprehensive and compelling story. The synergy between the partners helped garner significant media attention, culminating in the Renewable Energy Project of the Year award.
Working with partners strengthens your campaign and allows you to tap into their networks and expertise, providing a broader platform for your messaging.
- Explore Strategies to Reach Beyond the Organization’s Existing Bubble
Finally, it’s important to explore strategies that allow you to reach audiences beyond your usual circle. This is especially important for organizations that are well-known within a specific community but have limited reach elsewhere. As discussed during the webinar, organizations in sectors like clean energy must consider how to communicate with diverse and sometimes skeptical audiences in a shifting political and environmental landscape.
Finding new ways to reach these groups often requires a shift in communication strategy. This could involve using more relatable, community-driven content, as one speaker mentioned in relation to the energy transition. Engaging with local communities and leveraging digital platforms to reach wider audiences can help introduce new stakeholders to your organization’s work. Additionally, offering accessible content or insights tailored to their specific concerns can help bridge the gap between technical experts and general audiences, making your work more relevant and impactful.
