powering up communication in the energy sector

As the energy sector strives towards a more sustainable and responsible future, understanding the dynamics of effective communication becomes crucial for organisations. Here Euan Megson, managing director, Action UAE, Diana Zaykova, account director, Action Bulgaria and Vasiliki Delikostopoulou, PR account manager, Action Greece delve into the emerging trends, best practices, and the evolving role of effective communication in this ever-changing and challenging field to share their expertise on navigating the complexities of this industry.

How has media interest and communication in the energy sector changed in response to the new and challenging environment?

Diana Zaykova (Bulgaria): There has been a significant change in the way the media interacts with energy businesses, with public interest more focused on this sector than ever. The changed geopolitical and security environment in Europe has had a transformative effect on the energy sector as a whole and led to enhanced international cooperation and connectivity through new projects and initiatives. This naturally means introducing new players to the national market, which calls for comprehensive communications strategies focused on transparency and active media and stakeholder relations.
At the same time, both businesses and their audiences have become much more aware and engaged with the impact of climate change and the need for more sustainable solutions in our everyday lives. This shift in priorities has led to increased media attention and scrutiny of the energy sector, particularly with regard to its environmental impact, sustainability practices, and social engagement. Considering all this, it is becoming increasingly crucial for energy businesses to develop their ESG strategies and to communicate them in an efficient manner, engaging their audiences through positive and responsible initiatives that can grow into corporate policies. 

Euan Megson (UAE): Although the UAE economy remains heavily reliant on leveraging its traditional (and abundant) energy resources of oil and gas, the country is increasingly playing a leading role in the worldwide energy transformation agenda with robust investment to develop its renewable and clean energy sectors, and finding alternatives to conventional energy sources.
In a year when the UAE will host COP28, media interest in the energy sector is at an all-time high, boosted by major national entities refocusing their efforts to push green energy initiatives. Earlier this year, Abu Dhabi National Oil Company announced it has allocated USD15 billion (AED55 billion) to advance an array of projects across its diversified value chain by 2030. These projects will include investments in clean power, carbon capture and storage (CCS), carbon removal technologies, further electrification of its operations, energy efficiency and more. ADNOC’s initiatives represent tangible and concrete action as the company moves to reduce its carbon intensity by 25% by 2030 in-line with its Net Zero by 2050 ambition. 
Solar is another area where the UAE continues to set the global pace, with the Mohammed bin Rashid Al Maktoum Solar Energy Park in Dubai – one of the world’s largest solar energy projects – already helping mitigate the effects of climate change to achieve climate neutrality by 2050. The park utilises an independent production system and will produce 5,000 megawatts (MW) of power by 2030, further boosting climate action efforts by offsetting over 6.5 million tonnes of carbon emissions annually.
With the country’s first nuclear power plant now fully operational in Abu Dhabi, the country’s news landscape is littered with an array of stories that highlight the UAE’s progressive stance in accelerating the green energy transformation while balancing the natural need for traditional energy sources during the journey to a carbon neutral energy sector by the middle of the century.

Vasiliki Delikostopoulou (Greece): The energy sector has experienced a significant transformation in media attention and communications over the past few years due to several factors, such as mounting concern over climate change, the growing importance of renewable energy sources, and the continuous evolution of energy technologies. As a result, media coverage of the energy industry has shifted from being primarily focused on conventional fossil fuels to encompassing a broader and more diverse range of topics related to the sector.
There has also been a noticeable change in the priorities of the energy sector, with a considerable focus on energy efficiency and conservation. As energy prices rise and concerns about climate change intensify, interest in finding ways to reduce energy consumption and increase efficiency has increased.
The energy sector has become more closely linked to wider political and social issues, including energy security and climate change. As a result, there has been an upsurge in media coverage of these issues and their influence on the energy sector, as well as an increase in policy debates and consultations.
As the world transitions towards a more sustainable energy system, it is expected that media interest and communication in the energy sector will continue to evolve.

How can comms agencies help organisations in the energy sector to effectively communicate their role when it comes to sustainability, environmental and social engagement?

Diana Zaykova (Bulgaria): With the increased attention on the energy sector, businesses and organisations now tend to speak to broader audiences with different levels of knowledge and interest. Comms agencies can be of huge help to energy clients, enabling them to effectively communicate their role in every aspect.
Having extensive experience in media relations, social media, event management, and crisis comms, agencies possess all the tools required to develop an integrated and tailor-made comms strategy for businesses in the sector, helping them put out clear and consistent messages and emphasise their commitment to key goals such as sustainable practices, environmental protection, and social responsibility. Working with communications agencies that have strong local knowledge of the specific market and at the same time have international experience and know-how is one of the best ways to ensure clients have access to insights and analysis on the latest trends and best practices in energy communication to help organizations stay ahead of the curve.

Euan Megson (UAE): From our experience working major B2B platforms such as the World Future Energy Summit (Abu Dhabi) and Middle East Energy (Dubai), we know that communications agencies can help energy sector stakeholders tell stories and secure share of voice in the same way they would assist any other fast-moving and maturing sector. Agencies can utilise an array of conventional and integrated tactics – across an ever-swelling pool of news and media channels – to proactively drive campaigns and news coverage that spotlights developments in both the public and private domains. In an era where companies are openly communicating their corporate values in tandem with their traditional news output, agencies play a key role in ensuring content is on-message to enhance brand value and create positive recall in the minds of audiences and stakeholders.

Vasiliki Delikostopoulou (Greece): During the past year the need for energy companies to establish communication with local stakeholders has become even more vital. In order to achieve responsible and sustainable energy development, it is crucial for energy companies to engage with stakeholders and local communities. This necessitates continual communication, consultation, and cooperation with a variety of parties, such as local residents and communities, environmental groups, non-governmental organisations (NGOs), and governmental organisations. By adopting this approach, comms agencies can foster enduring relationships with these groups, while simultaneously guaranteeing that their activities are carried out in an environmentally and socially responsible manner.
Also, having a clear messaging strategy is essential for companies to effectively communicate their sustainability efforts and commitment to environmental and social engagement. The messaging should be customised for different stakeholder groups such as investors, customers, and the local community, and it should align with the company’s strategic goals.
Establishing and maintaining a positive relationship with local communities is crucial for energy companies to gain community acceptance and mitigate reputational risks. Comms agencies should assist energy companies in achieving this by conducting a thorough assessment of the local areas in which they operate, gathering information on the specific needs and demands of the community, and identifying opportunities for collaboration.
Additionally, comms agencies can help energy companies to measure and evaluate the effectiveness of their community relations efforts.

What are the tendencies you are witnessing or anticipating in energy comms in respective market/region?

Diana Zaykova (Bulgaria): Energy comms in Bulgaria reflect the changing needs of the business and the interests of stakeholders and end consumers. We are observing a growing emphasis on sustainability, social engagement, and environmental protection. These are areas of focus for our energy clients as well, as they resonate with clients, customers, investors, and regulators. As more countries and organisations commit to reducing their carbon footprint and transitioning to renewable energy sources, energy companies will need to proactively engage in communicating their efforts in these areas. Action Bulgaria is currently working with a wide portfolio of energy clients involved in international infrastructure projects, including natural gas transportation, LNG, and renewable electricity. We are witnessing these trends firsthand and are partnering with our clients to adapt and develop our communications strategies to better reflect these tendencies and meet the expectations of our audiences.
Additionally, we are observing an increased use of digital channels, such as social media, and the rise of content marketing to engage with audiences, build brand awareness, and establish credibility. Finally, we anticipate more collaboration and partnerships among organizations in the energy sector to address common challenges, such as climate change, sustainability, and the energy transition.

Euan Megson (UAE): In line with global trends, we are seeing the emergence and infiltration of ESG-themed communications across energy players’ communications output. The curve is not as steep as in other global markets, but it is sharpening. COP28 will provide a global window for the UAE, and its complex network of public and private sector energy sector, to home in even more on ESG-themed news output.

Vasiliki Delikostopoulou (Greece): As there is heightened concern about climate change and the impetus towards decarbonisation, energy companies are likely to place greater emphasis on sustainability efforts and their commitment to renewables.
Over the past years, there has been an increased recognition among energy companies of the importance of building strong relationships with the communities where they operate and this trend is anticipated to continue.
In recent years, there has been a growing recognition of the importance of Environmental, Social, and Governance (ESG) factors in business operations. As a result, energy companies are increasingly incorporating these considerations into their corporate strategies, and this trend is expected to continue.
Transparency and openness are becoming increasingly important in energy companies’ communication strategies. By being transparent about their activities, energy companies can improve their reputation, increase stakeholder confidence, and demonstrate their commitment to responsible corporate behaviour.