How the uk national media treats renewables
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Transcript of How the uk national media treats renewables
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© 2013 CCgroup
How to talk renewables so farmers and landowners listen
How the UK national media treats renewables
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© 2013 CCgroup
Support for renewables
• A YouGov poll from October 2012 revealed widespread support for renewables
• 72 per cent of respondents were in favour of greater solar energy development
• 55 per cent stated their support for more wind energy development
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© 2013 CCgroup
• Despite the majority of the public favouring renewables, the media consistently report on renewables negatively
• Media coverage consistently fails to reflect the views of the wider population
• A democratic deficit has emerged
The democratic deficit
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© 2013 CCgroup
Why does this matter?
• National media content provides the lens through which the public perceive and understand the world
• It plays an important role in setting the tone for political decision making
• It can directly affect stakeholders’ commercial confidence in an industry
• It determines how strong the ‘voice’ of renewables is and how the industry is portrayed
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© 2013 CCgroup
Worst case scenario
• On-going negative coverage erodes public support for renewables
• This in turn gives rise to political uncertainty and lack of commitment
• Investor confidence begins to decline placing question marks over future investment in the industry and emerging technologies
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© 2013 CCgroup
Our research
• To determine mainstream media attitudes we collated all articles on renewables published by the top five national newspapers (by circulation) in July 2012
• 138 articles in total were analysed
• We measured the overall sentiment of each article as well as the portrayal of different renewable technologies
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© 2013 CCgroup
Mainstream media attitudes
• 51% of analysed were negative or very negative about renewables
• Only 21% of articles were positive or very positive
• 28% of articles adopted a neutral position
• Worryingly, less than 10% of articles included a quote or viewpoint from a spokesperson for the renewables industry
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© 2013 CCgroup
Mainstream media attitudes
• Over 80% of renewables coverage analysed was in ‘broadsheet’ titles
• Almost 55% of articles in broadsheets about renewables were negative or very negative
• Reporting dominated by reactive, negative stories
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© 2013 CCgroup
Mainstream media attitudes
• Wind was covered over five times more frequently than solar or marine
• Wind was most negatively portrayed, with 58% of articles taking a negative view
• Solar & marine were covered less negatively, but failed to register regularly on media’s radar
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© 2013 CCgroup
Evolving communications: Style
• Be clear and differentiatedEnsure your messages standout, making both the rational and emotional arguments
• Educate your audienceTeach them something new, valuable and relevant
• Get involvedSpeak up and start telling positive stories about your business
• Be MeanSeize, capitalise and amplify pro-industry and anti-competitor news
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© 2013 CCgroup
Evolving communications: Platforms• Earned media
Use Inspirational, challenging and educational thought leadership to attract positive attention
• Paid for mediaTo achieve high impact, ensure campaigns are closely targeted and avoid one-offs
• Owned mediaProvide intelligent content through owned channels to deliver campaigns that achieve controlled cut-through
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© 2013 CCgroup
How? Demands a team with…
• Knowledge of renewables – but with fresh, positive perspective
• Expertise communicating commercial communications campaigns in complex, technical environments
• Ability to create exceptional, unique content across platforms
• Access to a range of complimentary skill-sets
• Relationships with traditional and non-traditional influencers
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© 2013 CCgroup
Introducing CCgroup
• We are a commercially driven PR & marketing consultancy - founded in 1985
• Our team members have been working in fast growth renewables since 2006
• We work in partnership with a range of CleanTech companies – manufacturers, service providers and VC-backed organisations – to deliver commercial success through campaigns that:
• Boost sales• Build value, and• Position for exit
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© 2013 CCgroup
• The full results and analysis of our research can be seen in our whitepaper ‘How the UK national media treats renewables’
• Download it here: http://info.ccgrouppr.com/media-and-renewables
• Get in touch! Email us at [email protected] or call us on020 7535 7203
Get the full report