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
Click headshot for response
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.
Marketing Funnel Strategy and Impact
Action
Interest
Knowledge
Awareness
DRIVE VISIBILITY
Drive understanding
DRIVE LEADS
DRIVE SALES