PR News | Climate PR Shifts Focus from Climate Issues

Changing Winds in the Energy Sector: A PR Perspective

Eric Fischgrund

The energy sector has seen a noticeable shift in recent years. The ‘cleantech’ boom that I predicted in my O’Dwyer’s article Preparing for the Boom in Cleantech PR and Sustainability PR in January 2021 became a reality. However, from 2022, right around the enactment of the Inflation Reduction Act, capital started slowing down and reached a minimal flow with the 2024 Trump administration.

Astonishingly, many high-profile billionaires, who were once vocal advocates for environmental preservation, have now shifted their backing to AI and other associated infrastructure. Their support seems unfettered, despite clear indications that such investments may lead to increased energy bills for consumers. Moreover, corporate entities have echoed this shift, replacing terms like ‘climate’, ‘sustainability’, and ‘ESG’ on their websites with ‘resiliency’, ‘independence’, and ‘domestic’. In essence, the ‘cleantech’ of yesteryears is now referred to as ‘energy tech’.

These changes pose challenges and raise questions for those of us in PR who are keen on promoting climate-centric initiatives. Here are some guiding principles for navigating this terrain:

Communicate with Clarity and Purpose

PR professionals, especially those working in the energy and climate arenas, should strive to convey their messages effectively and truthfully. It is crucial to not exaggerate the capabilities of new technologies unless they have been proven and have generated revenue. Overpromising and underdelivering can harm the public’s perception of the cleantech sector, as illustrated by the events surrounding the 2024 elections.

Share Real Stories and Data

Companies should focus more on sharing stories from real users of their technologies rather than just executive statements. Authentically sharing the experiences of everyday users such as a middle-class parent who saves money by driving an electric vehicle can be more impactful. Additionally, substantive data is more persuasive than mere promises.

Collaborate Across the Aisle

As a recent article on Heatmap News, How to Unlock Republican Support for Climate Action, suggests, it is crucial for PR professionals to build relationships with right-leaning think tanks, develop expertise within congressional staff, and establish trust with GOP members for effective climate action support.

Stay the Course

Even as the current administration and many corporations express skepticism towards renewable energy sources and climate change, those committed to these causes need to stay resilient. The advantages of clean energy such as cost-effectiveness, abundance, and stability, as well as the benefits of EVs, will eventually lead to a shift in public sentiment. The PR professionals who stay committed to promoting these truths will endure alongside the brands they represent.

Author Bio: Eric Fischgrund is the founder and CEO of FischTank PR, a media relations and communications firm with a renowned energy and climate tech PR practice.