We recently collaborated on the  ‘Breaking through the barriers’ report as part of RSK’s Power On campaign, where industry experts provide their insights to uncover key opportunities in energy development. Breaking through the barriers looks at all the issue that energy developers are facing within their projects.

Working alongside EDF Renewables UK & Ireland, Scottish Renewables, Orrön Energy, Anglo Renewables Ltd, Ecowende, Vattenfall, RSK Wilding, Certus Utility Consulting Ltd (An RSK Company),Proeon Systems Ltd., WRc Group and RSK Environment.

 

Our key takeaways include:

  • The need for a compelling story, communities will be more likely to buy into the projects, making consent easier to achieve.
  • Social views have the power to drive change, as they often garner a response from policymakers.
  • When projects become realised, vocal opposition is understandably commonplace, but the key is to set this voice in context.
  • Informed consent is achievable when armed with political alignment and the right communications tactics.

 

Let’s get into the detail:

 

Creating a voice for the people

People are at the heart of the consenting process, often determining the success or failure of a project. If we develop a voice and an approach to communication that demonstrates a longer-term commitment to relationship building and community shaping, and if we pair that with an integrated delivery plan as opposed to creating one-off experiences, the path to consent can be far smoother and more rewarding.

 

Educate > build support > advocate

The journey to consent is exactly that: educating key audiences, building support from stakeholders and advocating for projects. It is important to begin educating audiences through data-tested narratives and then working this into a wider campaign that drives awareness and helps define how projects are discussed and regarded. This can help build support in the minds of the decision-makers. Advocacy is driven through leveraging support and ensuring engagement activities and opportunities are provided for stakeholders to advocate the benefits of projects.

 

The value of being data-driven

Staying up to date on the latest insights and public narrative is one thing; understanding how to become a heard voice within the narrative is another.  By using data-led communication strategies, you can gain a better understanding of behaviours and motives driving consent decisions. Data-led strategies also enable aspects of your communications that are under-performing to be established quickly, saving critical programme time and costs for your business. Factoring performance management analytics tools into your strategies is central to delivering effective communications.

 

Interested in finding out more about how to work with Copper? Get in touch today. 

You can explore the live webinars hosted by RSK Group, led by industry experts here