Our argument: Energy policy projects require public engagement – especially in times of crisis!

Johanna Härtl from our Public Engagement team spoke about the importance of public acceptance for energy policy projects. The argument: Energy policy projects can fail due to a lack of public acceptance – especially in the event of an acute crisis. Every energy policy project requires well-thought-out and appropriate communication. In the event of a disaster, authorities and utility companies must be able to count on the support of the country’s population. Because if the gas supply collapses and citizens doubt the authorities’ recommendations for action, chaos can ensue, further exacerbating the crisis situation.

The currency of ‘trust’ must be earned through sustainable communication

What authorities and companies need in a crisis to reach citizens and retain room for manoeuvre is acceptance, reputation and trust among the population. Only those recognised by the public as legitimate authorities, and with whom citizens feel they are in good hands, will be able to remain in control even in a crisis. Authorities and companies must not take this trust for granted. Survey results show that government authorities, company representatives and even the media do not enjoy a high level of esteem amongst the public. In contrast, trust in the public is highest when it comes to firefighters or doctors – which, whilst not harmful in a crisis, does not assist the authorities’ crisis management.

What does help is a long-term communication strategy that brings citizens and the authorities responsible for responding to disasters closer together – and does so even before a crisis strikes. So that citizens know they can count on the authorities and energy suppliers in the event of an emergency, and so that the authorities and suppliers know that citizens’ behaviour is not a completely unknown quantity, public communication can help build trust and reduce the element of the unknown.

Of course, there is no magic formula for effective public relations, but if public communication is to bear fruit in the long term, it must meet these criteria: - proactive and open
to dialogue - timely
and
long-term - tailored to the target audience and delivered via the appropriate
channels -
clear and simple - respectful and
citizen-focused - sincere and truthful

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Services: Public engagement and crisis communication