Offshore wind communications for uncertain markets

By Claire Wych, Senior Content Director

As geopolitical shocks put renewable energy supply chains under strain, businesses face rising uncertainty around sourcing and delivery, shaking project confidence. This blog explores how businesses should respond with stronger messaging, consistent communications, credible proof points, and creative campaigns that protect trust and defend market position. 

Daily shipping traffic through the Strait of Hormuz – one of the world’s busiest shipping lanes – is down about 95 per cent since the US-Israel-Iran war began on February 28. Despite the ceasefire at the time of writing, shipping analysts expect most ships to remain at anchor until further safety guarantees are forthcoming.  

With the transport of 20 per cent of the world’s oil and liquefied natural gas brought to a near halt, global oil prices have risen more than 50 per cent to over $110 a barrel. Alongside attacks on regional energy infrastructure, the International Energy Agency said the situation was creating “the largest supply disruption in the history of the global oil market.” 

Clear communication combats uncertainty  

During times of industry uncertainty, many firms are nervous about staking out a clear position for fear of appearing politically motivated or being seen to be using the situation to their advantage. However, those that do not respond to address emerging customer needs and concerns risk being left behind by those with a distinctive and well evidenced position.  

In the current geopolitical situation, this extends beyond oil and gas to encompass renewable energy generation too. For the many new infrastructure projects dependent on global shipping routes for materials and equipment, whether batteries, solar, EVs or wind, supply chain disruption and increased costs are almost certain. For example, China currently manufactures over 50 per cent of all main wind components. 

In the UK this could put the 13.7 GW of wind capacity awarded in the Government’s Contracts for Difference AR6 and AR7 rounds at risk. Solar PV and battery energy storage projects can expect to face similar repercussions.  

With AR5 having failed to secure any new offshore wind capacity, developers are under increased pressure to deliver new capacity without delay to support the government’s ambitions to build up to 50 GW of offshore wind by 2030. Maintaining project certainty through tight control over scope, schedule and cost will be vital, and yet increasingly challenging.  

Against a backdrop of an industry in one of its most challenging moments, firms across the renewable energy supply chain have an opportunity to contribute to project certainty through clear and consistent communications which address concerns head-on and build trust. 

Here are four tips to consider if your business is part of the offshore wind supply chain:  

1. Reassess messaging around changing customer concerns. 

Times of market volatility often lead to new or heightened customer pain points. A quick review of your messaging will highlight any strategic drift and need for reprioritization along with any new USPs.  

For example, in the current environment, prioritizing messaging around domestic manufacturing capacity speaks to supply chain fears. While for those reliant on global shipping, clear risk management strategies, effectively communicated, could also help to alleviate this concern. 

2. Continue communicating to maintain trust and visibility. 

One of the takeaways from COVID-19 was how news readership peaked in the first several weeks of the pandemic, and remained 20 per cent above the baseline for many months afterwards. At times of uncertainty, audiences tend towards gathering as much intel as possible.  

Businesses that continue to communicate their priorities and progress during times of market uncertainty will maintain their trust and credibility with stakeholders; whether that’s announcing an investment in port infrastructure or breaking ground on an offshore wind manufacturing facility.  

A mix of channels and tactics across social and traditional media will ensure your reprioritized messages reach the right audiences repeatedly, improving memorability and maintaining share of voice.  

For companies that do not feel mass media techniques are appropriate, direct client communications such as emails and invite-only webinars will be invaluable for maintaining visibility.  

3. Back up claims with evidence, not promises. 

At times of uncertainty, audiences tend to be more skeptical about marketing claims which can affect purchase intentions.  

Whether through case studies and testimonials, proprietary data reports or well-researched thought leadership, grounding claims in proof rather than promise helps to build credibility and position you as a reliable partner.  

4. Stay creative while remaining commercially credible. 

Bold, creative communications campaigns, that remain sensitive to the geopolitical environment, drive better return on investment. LinkedIn’s B2B Marketing Benchmark 2024 reported that 41 per cent of marketing professionals said creativity helps their brand to achieve excess share of voice – a key driver of market growth. 

How renewable energy businesses can strengthen their position now 

In a volatile market, risk-averse energy businesses may be tempted to take a step back from their communications plan. This risks creating distance with customers that could ultimately lead to a loss in market share. On the other hand, adaptable businesses that show appreciation for, and leadership in, addressing heightened customer challenges through considered communications stand to bring their renewable energy customers closer.  

To learn more about how to use energy PR and communications to strengthen the position of your business during times of market volatility and stability, get in touch. 

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About the author 

Claire is a senior content director with fifteen years of experience in the energy sector. Claire leads on crafting compelling and creative campaigns that deliver measurable business outcomes.

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Key takeaways

How should renewable energy companies adapt their messaging during uncertainty? 

Businesses should reassess their messaging to address evolving customer concerns, such as supply chain resilience, domestic manufacturing capabilities, and clear risk management strategies. 

Why is consistent communication important during periods of market disruption? 

Regular, transparent communication helps maintain trust, reassure stakeholders, and ensure continued visibility, especially as audiences actively seek information during uncertain times. 

What makes communications effective in a volatile energy market? 

Effective communications combine credibility and creativity – using evidence like case studies and data to build trust, while delivering standout campaigns that increase share of voice and market impact. 

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