Erin Augustine
MODERATOR
Policy can be a game-changer — both positively and negatively — when it comes to climate action and progress in the energy transition. The IRA is one of those examples of a historical deflection point for the better.
And from an energy communications strategy perspective,
that means a few things: there’s a new narrative of optimism and potential we need to get stakeholders on board with, there’s a whole lot of education to be done around what the IRA means and how to leverage it, and there’s an opening to be a trusted expert on the topic.
The IRA is a major piece of legislation built to impact and redesign multiple industries. How does this change an energy communications strategy for
the long haul of the energy transition?
Energy Communications Strategy in Light of the IRA
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Abby O'Connor
Senior Manager,
ENERGY Content
Mallory Baker
Senior Program Manager, ESG + Energy
I agree with Abby. The IRA is a game-changer, investing in domestic energy production and manufacturing, and, by 2030, it aims to reduce carbon emissions by roughly 40%.
If your company cannot speak to how it’s aligning its strategy with these aspects (i.e., domestic production and manufacturing, reducing emissions, and adding jobs), you’ll be left out of the larger narrative we see in the U.S.
Jen Villarreal
VP,
Energy
For marketers and communicators, the IRA means picking up the pace to keep up with the rapid changes in the industry and the diversification of energy technologies while also being ready to communicate how you’re implementing new energy innovations — some of which may not yet exist.
Starr Million Baker
CEO +
Co-founder
It’s important to remember the IRA affects both businesses and consumers. It is a comprehensive and complicated law, so energy communicators need to unpack what’s relevant for all their key audiences.
There is potential for multiple communication threads based on different aspects of the bill. For example, electric vehicle credits and tax incentives for solar developers are very different topics and audiences.
Jen Villarreal
VP,
Energy
Let’s start with renewable developers. Now, they can unleash their creativity as they scour the U.S. for land to develop new projects, considering attributes not just for solar and wind development or hybrid projects with energy storage onsite. But they can also look for ways to decarbonize the highest polluting plants by retrofitting them with hydrogen-fueled gas turbines or carbon capture, utilization, and storage technologies.
Then looking at fossil fuel companies, who, more than ever, need to think about their long-term viability. The IRA provides a path forward to focus their efforts on hydrogen, carbon capture, utilization, energy storage, and renewable development. Their very survival depends on recognizing the need to decarbonize.
Mallory Baker
Senior Program Manager, ESG + Energy
There’s a heightened focus on environmental justice in the IRA. The IRA will direct billions of dollars to communities based on various justice-related criteria, including income, energy burden, and demographics. Experts at the Just Solutions Collective estimate that the IRA includes $40 billion in direct benefits for communities with environmental justice concerns, compared to the $29 billion the Biden administration allocated under the Justice40 Initiative as of May 23, 2022.
For energy communicators, this creates more opportunities for greater authenticity about the impacts of the energy transition and how your company’s strategy addresses environmental justice and those communities most impacted. Amid deal and technology announcements, it’s critical to tell the human story.
Abby O'Connor
Senior manager,
Energy content
The IRA goes beyond energy companies and communities —
it can benefit any organization with sustainability and decarbonization goals. The communications challenge is making these organizations aware that the legislation also matters to them. We’ve been hearing from energy clients that business leaders associate the IRA with players in energy, manufacturing, and electric vehicles.
So, if they’re running a business in retail, it might not be top
of mind. A big challenge for communicators will be showing these organizations why they should care and influencing
them to act.
Starr Million Baker
CEO +
Co-founder
A big challenge here is time. Funding has an expiration date, and our political climate is charged, so companies must act quickly to take advantage of what the IRA offers.
Erin Augustine
MODERATOR
Along the lines of audiences, let’s dig into stakeholders. Who’s most impacted by the passage of the IRA? What are some challenges when creating an energy communications strategy that resonates with these stakeholders?
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Communications Stakeholders Impacted by the IRA
Starr Million Baker
CEO +
CO-FOUNDER
Energy communicators should look for every opportunity to talk about the positive impact their businesses are making because of the IRA. This type of communication can only help legislators continue to bring forth bills like this one that have a real chance to make a dent in the fight against climate change.
Abby O'Connor
Senior manager,
Energy content
Stay agile. Because it’s highly regulated, energy can seem “slow moving.” And in some ways, it does take a long time to create change. But in reality, the energy landscape is very dynamic. So, if you lay a foundation for your energy communications strategy (messaging platform, brand strategy, key narratives, etc.), you’ll then free up your time and resources to adapt your approach as the business and industry change courses.
Jen Villarreal
VP,
Energy
Honestly, what we’re talking about here requires a strong team. Build up your team and do what you can to retain it! It’s a competitive market for energy communicators, and you need to ensure you can execute your marketing and communications program without the barrier of constant turnover. A lot of energy companies are getting by with a small team and could use some outside help. With so much at stake over the next few years and aggressive growth plans taking shape, full-service agencies focusing on energy are ready to work side-by-side to support in-house teams and stay a step ahead.
Erin Augustine
MODERATOR
Since time is of the essence,
what advice would you give to energy communicators building their marketing and communications program to stay ahead of the curve in an industry kicking into high gear?
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Maintaining a Competitive Edge
Starr Million Baker
CEO +
CO-FOUNDER
The IRA is not all-encompassing. I was surprised that alternative fuels are not mentioned at all. Energy communicators
should work to point out these gaps and shed light on areas that legislators could help along in future iterations of the bill.
And, of course, the name of the bill doesn’t exactly scream “most comprehensive clean energy bill ever.” Defining the
key aspects of the IRA may continue to be a challenge for communicators to audiences less familiar with the clean
energy landscape.
Mallory Baker
Senior Program Manager, ESG + Energy
Confusion around the IRA and how to take advantage of the tax benefits remains. The more you can distill information and demonstrate how you are working with partners to help them take advantage of the credits (i.e., working with a school to take advantage of electric bus credits), the more you’ll appeal to potential partners who are trying to navigate the process
for themselves.
Abby O'Connor
Senior manager,
Energy content
It’s essential to take a step back and see where you fit into their energy strategies. When you’re in the thick of the energy industry day-to-day, and legislation like the IRA is an enormous deal, you might lose sight of how long it takes people outside of the industry to understand, or even care. It probably wasn’t their biggest news piece for the year. So, I’d just say to empathize with the audiences you’re communicating with and remember that you’ll probably need to repeat messages over and over, and for longer periods, to reach your target.
Jen Villarreal
VP,
Energy
For energy communicators, this means they can tie all these pieces together to tell a compelling story of the energy transition — to define it. Policy and funding are certainly critical, but the implementers will be the real heroes of the energy transition.
Erin Augustine
MODERATOR
Anything out there that has surprised you? What opportunities are now there for energy communicators
that weren’t there before the
passage of the IRA? What are energy communicators missing?
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IRA Marketing
Communications Opportunities
Erin
Augustine
MODERATOR
Along the lines of audiences, let’s dig into stakeholders. Who’s most impacted by the passage of the IRA? What are some challenges when creating an energy communications strategy that resonates with these stakeholders?
Click headshot for response
Erin
Augustine
MODERATOR
Since time is of the essence,
what advice would you give to energy communicators building their marketing and communications program to
stay ahead of the curve in an industry kicking into high gear?
Click headshot for response
Erin
Augustine
MODERATOR
Anything out there that has surprised you? What opportunities are now
there for energy communicators
that weren’t there before the passage of the IRA? What are energy communicators missing?
Click headshot for response