Public Engagement 2 | Power Communications

The Challenge

Mobilizing on-the-ground support

A proposed 468 MW wind project in South-Central Illinois faced intense, organized opposition running up to the County’s critical state-mandated review process. Opponents dominated the public conversation and appeared to be gaining traction with key county board members.

Inexperienced with such situations, the company’s reaction was to stay quiet and not draw attention to the project out of fear it would instigate opposition and put approval at risk. But with growing local tensions, the company brought in PowerCom for additional on-the-ground support.

PowerCom’s objective was to shift the narrative, identify and mobilize key community supporters, and demonstrate the benefits of the project to the county board and region. The strategy we outlined shifted the narrative back to project benefits, focusing on delivering this messaging to those who benefitted most.

Our Mission

Counter vocal opposition with broad community support by energizing local stakeholders and ensuring decision makers heard directly from those who stood to benefit most.

Location

Rural U.S. Midwest

Sector

Renewable Energy Development

Services

Community Engagement, Strategic Communications, Stakeholder Outreach, Media Relations

Our Approach

Comprehensive “surround sound” strategy

We combined grassroots organizing, targeted messaging, and multi-channel communications to encompass the community. The plan focused on equipping the right people with the company’s key messages with critical facts, to carry the story into the community and directly to decision makers.

Messaging

Conducted research and stakeholder interviews to identify local priorities.
Developed consistent project messaging that focused on:

Tax revenues for schools,towns and county
Jobs and local economic growth
Clean, locally produced energy that would help secure Illinois’ energy and manufacturing future

Engagement

Activated key stakeholders including landowners, educators, community leaders, union members and residents.
Organized small-group meetings, one-on-one conversations, and targeted phone campaigns to connect stakeholders with decision makers.
Built confidence among supporters to speak publicly so that local voices carried the narrative and not company representatives.

Implementation

Designed and launched a new project website, based on community feedback
Launched a multi-channel media campaign including postcards, direct letters, newspaper and radio ads, website, and grassroots social media channels run by local residents.
Produced compelling video content, featuring residents and union members to put authentic faces on the project.
Orchestrated strong supporter turnout at public hearings. At one meeting, supporters filled the entire public comment period, silencing opposition messages.

Result

Project Approval

The campaign culminated in a victory with the project receiving its site permit to begin construction. When completed, it will be one of the 10 largest wind projects in the United States.

Key Takeaways

Lessons for success

Control the Narrative

Define your story early and proactively before opposition becomes the defining voice.

Activate Stakeholders

Authentic voices matter the most. Build a credible support force that will champion your story for you.

Diversify Channels

Reinforce messages across multiple platforms to reach all critical audiences.

Public Engagement