How Does Effective Energy Communication Work?

For energy companies, utilities, grid operators, and associations, this means: communication must not only begin when tariffs rise, projects are delayed, or criticism grows loud. It must provide continuous orientation.

Ten Recommendations for Communication in the Energy Industry

1. Trust is the most important energy resource.
   Communication must explain why decisions are made: regarding electricity prices, grid expansion, renewable energies, security of supply, or new offers. Those who only inform when things get difficult are communicating too late.
2. Owned channels are a necessity – not an extra.
   Websites, newsletters, customer portals, FAQ sections, explanatory graphics, and direct mailings are central infrastructure today. They do not replace media relations but make companies more independent of the shrinking classical media landscape.
3. Media relations must become more targeted.
   The crisis of many print media outlets does not, of course, mean the end of journalism. But energy communication must sharpen topics more effectively, make them regionally relevant, and support editorial teams with reliable data, context, and expert spokespeople.
4. No "watering can" approach to channels.
   LinkedIn, Instagram, Facebook, YouTube, TikTok, or WhatsApp channels: The key is not to be present everywhere, but to communicate effectively where customers, politicians, communities, employees, and multipliers can actually be reached.
5. Complexity must be translated.
   Electricity tariffs, grid usage fees, guarantees of origin, self-consumption, local electricity communities, or expansion projects require explanation. Good communication does not turn these into advertising, but into understandable guidance.
6. AI becomes a communication tool – but not an authority on truth.
   AI can help structure FAQs, create text variations, prepare customer inquiries, evaluate monitoring, or build internal knowledge systems. However, verified sources, clear approval processes, and transparency about where AI is used remain crucial.
7. Dialogue needs guardrails.
   Energy projects touch upon everyday life, landscapes, costs, and political convictions. Therefore, community management needs clear rules: What do we answer publicly? When do we refer to specialist departments? How do we handle misinformation, anger, or legitimate criticism?
8. Mandatory topics alone are not enough.
   Security of supply, decarbonization, and efficiency are important. However, impact is created where people concretely understand the benefit: What does a project mean for my community, my bill, my heating solution, my company, or my supply in winter?
9. Internal communication is part of public communication.
   Employees in customer centers, technical teams, sales, policy, and media relations must know the same core messages. Writing workshops, conversation guides, and Q&A documents help explain complicated matters consistently and understandably.
10. Communication needs an annual plan – and crisis capability.
    Energy companies should regularly plan topics, risks, political windows of opportunity, projects, tariff communication, and dialogue formats. An annual communication workshop creates the framework: strategy, core messages, target groups, channels, action plan, AI usage, and clear responsibilities.

Conclusion:

Communication in the energy industry today is less about press work and more about trust management. Those who explain clearly, enable dialogue early, strengthen their own channels, and use AI responsibly will remain capable of being heard even in a fragmented media environment.

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*Straub & Straub is an agency specialized in energy communication based in Zurich. Meet us at the Powertage, June 17, 4:30 PM, Speakers Corner.