How to take energy stories beyond trade publications 

By James Fahy, Account Director, Energy & Industrials 

How to take stories beyond the trade press 

Energy affects every part of our lives, yet many stories remain confined to industry-specific channels rather than conveying their true importance. With audiences now consuming news online, through podcasts and on TV, businesses have more opportunities than ever to connect with people beyond the trade bubble. In this blog, we explore how to reach these wider audiences and why it matters.    

Seeing beyond the trade bubble in energy public relations     

Trade publications will always be central to energy public relations. They build credibility, speak the industry’s language, and connect directly with technical audiences. But they only reach a fraction of the people who care about energy. Rising costs, renewable projects, decarbonization goals, and the energy transition are all topics that affect everyday life. 

Today, audiences get their news in countless ways: According to Ofcom, 68% of UK adults now get their news from social media, 63% get their news online, 27% via TV broadcasts, and 12% through podcasts or radio streaming. Expanding coverage beyond trade media allows you to engage with broader audiences to reach stakeholders across other potentially relevant industries, influence public understanding and shape policy and investment discussions.  

One key challenge is knowing which stories belong where. Not every announcement is suitable for national press, some are best told locally, others through business or technology outlets. Assessing a story’s scale, relevance, and human impact helps determine which media it’s right for. 

Why national coverage matters      

National media delivers three critical benefits: reach, credibility, and influence. A single feature can put your story before millions far beyond industry insiders. For example, in 2024 BBC News reached around 450 million people on average each week across TV, radio, and online platforms. Being quoted in trusted media also signals authority to audiences who might never read trade publications. This allows stories to shape public opinion and policy discussions, giving your organization a seat at the table. 

Trade coverage earns trust within the sector, but mainstream media amplifies it, reaching people who consume news in varied ways and helping businesses position themselves as authoritative voices on key issues. For example, over 10 years, we helped JDR Cable Systems secure over 985 pieces of coverage across trade, regional and national media, including BBC and ITV reinforcing its credibility and unlocking global growth opportunities. 

However, securing coverage in national and top-tier outlets can be challenging. To increase your chances, focus on: 

1. Timing and relevance – Link your story to news cycles, government debates, budgets, major reports or extreme weather, rather than just technical details 
2. Clear, accessible voices – Provide spokespeople who can explain implications in plain language and are ready for interviews  
3. Speed and engagement – Respond quickly to breaking stories with timely, unique commentary 
4. Evidence and credibility – Support your story with reliable data, independent research or real-world examples to make it compelling for journalists 

Broadcast and podcasts bring stories to life  

Broadcast remains a powerful tool. A two-minute TV slot can reach millions, and audiences remember the people they see as much as the stories they hear. But TV is fast-moving. Producers often need expert opinions within hours. The businesses that win respond quickly with clear, relevant commentary or insights that tie into the story of the day. Preparation and flexibility are the key to successfully securing broadcast opportunities.   

Podcasts, by contrast, offer intimacy and depth. They provide space to unpack complex topics like offshore wind integration, green hydrogen infrastructure, or decarbonizing specific industries. Around 22% of UK adults listen to podcasts weekly, making them a valuable platform to showcase expertise and build a more personal connection with audiences. 

For example, podcasts such as BBC’s The Climate Question, Renewable Energy World’s podcast or The Economist’s Babbage demonstrate how energy, climate and technology topics can be made engaging and accessible through expert discussion. These formats give businesses a chance to share meaningful insight, enhance credibility, and make technical subjects relatable to a broader audience.

Timing and relevance

Timing and relevance are everything when it comes to securing media opportunities, and it matters even more beyond the trade press. Journalists always ask: why now? Linking your story to moments of wider interest, UN climate conferences, government budgets or even extreme weather events, gives it urgency and context. Energy stories rarely exist in a vacuum, and relevance is the key to securing these types of opportunities beyond trade media. 

Do not underestimate the power of local media

National exposure is eye-catching, but local and regional media can also deliver strong, immediate impact. Communities care deeply about projects in their area, whether it’s a new solar farm, investment in EV charging infrastructure, or a factory expansion that brings jobs. Local coverage builds trust, fosters goodwill and sparks the grassroots conversations that influence councils, planning bodies and even MPs. 

So how can businesses break into local press? 

1. Show the community benefit – Whether it’s jobs, investment, or environmental improvements 
2. Use local voices – Spokespeople who live and work in the area resonate more 
3. Build relationships with reporters – At Aspectus, our media network allows us to secure opportunities for clients across media formats, from local radio to national print 

Crucially, local stories can serve as springboards for regional or even national coverage. A thoughtful feature in a local paper can quickly catch the eye of larger outlets looking for fresh angles.

Breaking out builds trust

Reaching beyond the trade press doesn’t replace technical credibility; it adds another layer of trust. By speaking to audiences where they consume information, businesses can shape perception, influence policy and play a more visible role in the energy transition. 

Breaking out beyond the energy trade press opens doors but making it consistent and impactful requires strategy. If you want to explore how your brand can connect with audiences across broadcast, podcast, local and national media, our specialist energy team can help you cut through the noise, identify the moments that matter and shape a story that truly resonates. 

Key takeaways 

Why should energy businesses look beyond trade media?

Broader media coverage expands reach, builds credibility outside the sector and helps shape policy and public opinion.

How can broadcast opportunities boost visibility?

A short TV segment can reach millions. Businesses that prepare clear, timely insights and respond quickly are most likely to secure airtime.

What role do podcasts play in energy communications?

Podcasts offer space for nuance and depth. They allow businesses to explain complex topics, position themselves as thought leaders, and showcase their personality.

Why is local media important for energy stories?

Local outlets connect projects to communities, build trust and serve as a stepping stone to wider regional and national coverage.

How do timing and relevance influence media success?

Journalists want to know why a story matters now. Linking your narrative to wider events, from UN climate conferences to extreme weather, makes it urgent and newsworthy.

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About the author 

James has deep experience creating and implementing media strategies to meet the business objectives of firms across the energy and industrials industry, from supporting sales in new markets to managing complex issues. He holds strong relationships with journalists in UK national media and industry trade media.