Guest Spot – Linda Donaldson Geometry PR


Renewable Energy – when communities bite back


You would expect there to be widespread acceptance and welcoming of renewable energy. After all, it’s about making the planet a better place to live, making the nation more self sufficient, less vulnerable and lowering energy costs.


Linda Donaldson


On top of which, with the introduction of feed-in tariffs and a firm government push towards energy self- sufficiency, it is becoming increasingly attractive for landowners and estate managers to consider investing in renewable technologies as a secure revenue stream.


However, opposition to wind farm and solar farm developments has been widely reported at local and national level. Criticism usually stems from the visual impact on the landscape. However, wind turbines have been blamed for interfering with military radar, causing heart disease, migraines, panic attacks and even harming the bat population!


The allegations may seem absurd but the power of local opposition and well organised groups should not be ignored. The Ecologist recently reported


prime locations for wind farm development are being ignored because of politically active local opposition. Public enquires and planning reviews are time consuming and costly, so whether you are planning to install a few solar panels on a barn roof or a major renewable development here are a few suggestions to apply to your project.


If forewarned is forearmed then planning a communication strategy early on is a must. Before submitting your planning proposal, establish the views of local residents and key influencers such as councillors and business people. Help the community visualise your project, use leaflets, invite response and where feasible meet them face to face. Starting the consultation process early can also help you identify proof of local support and strengthen your planning case.


In particular, be prepared to work with the media. They can, and should, be your greatest ally. Be transparent and communicate consistently and regularly about your project. Prepare for opposition by researching potential opposition groups and think through the perceived negative aspects, as well as the positive benefits. Have your responses ready and spokespeople primed to speak on behalf of your project. Consider the most effective ways to communicate with the community. Who are the influencers? How are they gathering their information? What are their networks?


Consultation and communication is the key to moving projects forward. Developing a strategic communication plan can be the difference between the success and failure of your renewable project.


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