Scotland is at the forefront of the renewable energy revolution, with billions being invested in wind, solar, and hydro projects to drive the transition to net zero. But while the industry is booming, it’s also under growing scrutiny – from local communities, environmental groups, and political opponents alike.
As recent controversies have shown, simply building green infrastructure isn’t enough. Renewable energy projects must be backed by strong public trust and effective communication strategies to succeed.
So how can developers navigate public opposition, misinformation, and crisis situations while keeping projects on track?
The Challenge: Public Perception
The renewable sector is facing increasing public resistance. Communities want to know exactly how renewable projects will affect them – how they’ll change the landscape, impact the environment, and benefit the local economy. Open, honest conversations will make all the difference.
Take, for example, the backlash against the Seagreen offshore wind farm – not because of location, but because much of the manufacturing work wasn’t kept in Scotland. Or the controversy surrounding SSE’s decision to name a turbine after a local opponent of the project. These incidents highlight how even well-intentioned projects can falter without careful reputation management and communication control.
The Solution: A Smarter Approach to Communications
At Represent, we’ve developed a playbook to help renewable developers strengthen their reputation and gain community support. Here are some of the key principles:
- Plan for controversy before it happens
A proactive crisis communications plan is essential. This includes identifying potential conflicts – such as wildlife impact, job creation concerns, or project delays – and having clear, consistent messaging ready to go.
- Engage the community
Public consultations aren’t just a box to tick – they’re a chance to build trust. Hosting open forums, sharing visual models, and being transparent about challenges can help to minimise opposing voices before they gain momentum.
- Tackle misinformation head on
False claims can spread quickly, especially on social media. Monitoring conversation, responding swiftly with facts, and working head on with trusted local voices to counteract myths can make all the difference.
- Tell a story people can get behind
People care about how renewables will impact their communities. Developers must clearly communicate why their projects matter – not just in terms of targets but in real, tangible ways such as job creation, energy security, or local environmental benefits.
Managing public perception is just as important as the technical side of renewable energy development. That’s why we’ve created Building Green Resilience – a free guide packed with insights on reputation management, crisis comms, and proactive PR strategies for Scotland’s renewables sector.
Download a copy and get the full playbook on how to build trust, handle controversy, and ensure your renewables project succeeds.
If you’re looking to strengthen your renewables project’s reputation and community engagement, our team is here to help. Get in touch today to discuss how we can create a tailored communications strategy that drives trust and success!