Executive Viewpoint
PR for tidal array deployment must start now
10 January 2012
Al Hanagan of Sustainable Relation, a UK public affairs outfit supporting wind farm development and sustainable planning, outlines the public relations challenges tidal array deployment is likely to share with the more established wind energy sector. He also offers his opinions on the necessary PR preparedness for ‘turbine syndrome’ allegations.
By Al Hanagan
‘What about the leukaemia risk from these turbines’, don’t be absurd you say, no one could possibly make such a ridiculous claim. But this is an actual assertion made at a meeting of residents, albeit about wind rather than tidal turbines. It’s just one of a host of far fetched ‘turbine syndrome’ allegations experienced over many years of facing down local anti-wind energy lobbies and climate change deniers.
Although we may dismiss such claims as nonsense, the objectors peddling these myths may be cleverer than we credit; in this particular case the purpose was to feed people’s fears about carcinogens and medical uncertainties, and to exploit understandable concerns with the new and the technological….
‘Wind farm developer denies cancer risk’ was the headline sought and the seed of doubt to be neatly planted in print or broadcast coverage. From the objector perspective, perhaps not such a stupid contribution to the debate after all!
Could the roll-out of tidal arrays attract similar objector tactics? I attended my first Tidal Summit, the Tidal Today event in November 2011, and was struck by the similarities with the early period of the emerging wind energy industry.
Public affairs not on radar
As with the nascent wind sector of the 1990’s the focus of the 5th International Tidal Energy Summit was on the technical, engineering, environmental, logistic, and financial challenges. As a public relations specialist I wasn’t surprised to find public affairs considerations below the radar as far more fundamental questions on producing and deploying the technology are addressed.
When the roll out of wind energy started in earnest the local approach was largely engineering, developer and planning led. Even with the PR practitioners on board it was new territory and to some extent we were all immersed in a pioneering spirit of over confidence in the compelling and positive clean energy messages we were proselytising.
Armed with our green credentials, rational Q and A’s, and British Wind Energy Association surveys of popular support, out we went in to a real world where NIMBY’s, bigots, and expedient politicians routed us on many a wind farm battlefield. Are we heading towards a replay for Tidal energy?
Of course there are differences in how the two clean energy technologies will relate to political and local community audiences. There are different characteristics to what might be seen as contentious and where objectors may find greatest cause and opportunity.
Most obviously, a tidal array is relatively invisible - no tall structures piercing the view of those whose investment in an idyll vision of land or seascape outweighs their lip-service to renewables.
But tidal turbines still have to be plugged in somewhere and that’s going to involve buildings and connecting things that will require planning permission.
Installing a tidal array is qualitatively quite different but still presents a wide scope of topics for environmental lobbying and the potential for inconvenience and blight for marine users, businesses, and shore dwellers.
Tidal thinking
The hearts and minds of residents as well as those of the statutory consultees will need to be won or appeased. Whilst we don’t have any diving bats or red kites risking collision with underwater devices the list of wildlife and marine ecological worries - genuinely held or mischievous - is extensive ….. sea life collisions, affects on fish migration, industrialisation of the seabed, fauna and flora impacts, sound emission disorientation for sea animals, conflict with fishing, hazards to shipping…...
Even when we have evidentially based answers and proven mitigations to all likely risks and eventualities let’s not forget that objector agitation rarely lets the facts get in the way of a good scare.
And, as with the anti wind campaigns, we also have to be alert to the unlikely, the inconceivable and the wholly unexpected….Surfers and sea anglers fear underwater blades … could bathers face electrocution … was dead whale victim of killer sound wave … tanker could snag tidal device and risk catastrophic oil spill warns Councillor ??
At this relatively early phase of the Tidal energy industry, with barely fifteen years track record and the number of deployments not yet exceeding a finger count, we have time to consider and incorporate the public affairs and communications considerations well ahead of large scale projects going forward for development.
Shared PR lessons
It would be sensible to identify, anticipate and share the public relations issues, problems and solutions alongside the other disciplines progressing towards commercial lift off. In this way the PR perspective is included in the overall strategic planning ahead of real time activity in the public consciousness.
Being PR prepared minimises the risk of getting bounced by events or for misinformation and negative news prevailing when tidal energy issues and specific proposals obtain media, political and public exposure.
Apart from urging a strategic PR input now, what other core lessons can be learnt from the public relations experience in the roll-out of wind energy?
First and foremost is the importance of bringing public affairs expertise in to project development teams as early as possible, and wherever possible ahead of the decision point for initiating the consent process.
We need insights into the local political and resident profile, an appreciation of the nature and dynamics of the communities in proximity of the intended tidal array. Understanding the local context and politics should inform aspects of the proposal and the approach to awareness raising and consultation.
The process of engagement needs to be systematic and responsive if it is to retain credibility and demonstrate your credentials as a good neighbour for the long term.
Attending to locals
Other lessons include being alert and attentive to local worries and queries no matter how insignificant or even irrelevant to the proposal; your mastery of the technical and environmental scope of the project and tidal energy may blind you to the realpolotique of negative perceptions and influences and cast you as remote from what matters locally.
Always keep it simple but not simplistic or patronising and remember that the best champions for your proposal will be respected locals and not consultants or representatives acting for the developer.
If the proposal does find itself up against an opposition lobby never underestimate the tenacity or guile of the objectors and keep up to speed with the national and international objector network that is bound to arise. For example, if there is a dodgy website out there peddling flawed criticism of tidal energy we need to have the rebuttal and its deployment sussed so that any misinformation campaign doesn’t go unchallenged.
I am hopeful that a more conducive local public opinion environment will greet proposals for tidal arrays than has been the case for the wind farms, but there are no grounds for complacency. Deliberative steps in paving the way for enabling a better reception need to start now.
Al Hanagan and Sustainable Relations specialise in local public affairs supporting wind farm development and sustainable planning, Al is a former local authority Chief Officer and a former Director for Planning and Development at Good Relations in the Bell Pottinger communications group.
al@sustrelations.com
