The right approaches to acceptance dialogue: How does communication speed up the energy transition?
Projects often fail due to a lack of communication. A well -considered and strategic approach to the relevant target groups can create trust, permanently resolve misunderstandings, reduce concerns and accelerate processes.
One of the most important factors for the success of a project is to communicate clearly and early on, focusing on dialogue rather than defence and providing positive impetus. Professional communication is therefore not an end in itself – it is the key to gaining acceptance and successfully realising major projects.
Communication as a driver of the energy transition
The importance of professional communication is exemplified by the energy transition. This is the challenge of the century. It requires not only technological progress, but also, in the case of medium-sized and larger projects, the acceptance of local people. However, this is precisely where it becomes clear how difficult it can be to gain broad support. Discussions often resemble a well-worn ritual in which mobilised and motivated opponents repeatedly put forward the same arguments, while committed supporters try to let the facts speak for themselves and still end up falling on deaf ears. Well thought-out and professional communication can not only clear up misunderstandings, but also significantly increase the speed of implementation through acceptance.
Why does acceptance communication often fail?
Projects focussing on renewable energy such as wind power, solar energy or geothermal energy regularly meet with resistance. Citizens’ initiatives and local politicians with a negative attitude repeatedly put forward the same arguments, which leads to lengthy discussions. There is often a lack of early and clear explanation of the projects. As a result, scepticism and mistrust initially dominate.
The direct consequence: delays and blockades that could have been avoided.
Five key strategies for successful acceptance communication
We believe that successful communication is the key to minimising resistance and moving projects forward more quickly. It is not enough to simply provide information – it must be communicated in such a way that it reaches those affected and creates trust. The following five strategies help to professionalise communication and make it effective:
- Target group analysis as a foundation
A precise analysis of the target groups is crucial. What are the benefits of the project? What concerns exist? This is the only way to ensure targeted communication. - Storytelling – a story that promotes acceptanceInstead of simply presenting facts, project managers should develop a story that arouses anticipation. The positive effects of the project should be emphasised clearly and as a priority, disadvantages should be explained transparently and possible countermeasures communicated.
- The right timing in communication
Communication should be well-timed. A coordinated concept for citizens, the media and politicians efficiently controls the flow of information. - Create opportunities for dialogue and remain present
Dialogue opportunities must be offered continuously throughout the project. Criticism must not dominate public perception; instead, positive topics should be visibly placed. - Take objections seriously and respond clearly
Critical voices are unavoidable. Dealing with them professionally requires a clear strategy: take realistic concerns into account, clarify misunderstandings and consistently refute unrealistic demands.
Fundamental principles for successful implementation
In addition to concrete strategies, an attitude is required that combines social benefits with individual interests. Project organisers should clearly define who is affected and not only moderating communication processes, but actively mediating them. Transparency, credibility and perseverance are crucial here. Communication should not be one-sided; it is important to present arguments clearly and strike the right tone.
An effective method for strategically aligning communication is the so-called double materiality matrix. It helps to view the relevant topics from two perspectives:
Inside-Out: What is the actual positive or negative impact of the project on the region?
Outside-In: What local sentiments and debates could jeopardise the success of the project?
Conclusion: Communication as the key to acceptance
Effective acceptance communication reduces resistance, saves costs and accelerates projects. The right mix of strategy, clarity and dialogue is crucial. Well thought-out communication at an early stage can facilitate and drive forward the energy transition.
It is time to understand communication as a strategic success factor and to utilise it in a targeted manner.