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demonstrate that it embodies those beliefs through a solid corporate reputation has already been
its corporate image (the feelings and emotions established by the organisation.
the organisation transmits to audiences through
everyday actions and decisions), corporate identity 1. Development of RE campaigns strategies should
(the decisions and actions the organisation executes, be approached as a process with clearly defined
which transmits the perception that it is committed stages, to maximise effectiveness and impact;
towards a particular cause or fulfilling a specific goal) 2. Partnering and pooling of resources should be
and corporate reputation (the preceding legacy that undertaken as often as possible to increase funding
permits audiences to positively react towards the available for RE communications campaigns, as lack
organisation’s actions and even adopt and advocate of funding currently represents a significant barrier
towards a similar stance, belief or policy). to the development of more effective communication
strategies;
Simply put, energy sector stakeholders need to
strategically incorporate RE deployment policies 3. Pre-campaign research in RE communications
and plans into their organisational corporate should be quite thorough, aimed at gaining a better
communications plan. The advancement of RE in understanding of public opinion about RE, more
the Caribbean, or worldwide for that matter, will precisely defining audience segments, and the
not be accomplished through stand-alone and ad development of specific, targeted communications
hoc media statements or occasionally disseminated messages;
press releases. It must be embedded into the entity’s
corporate identity and culture, in order to become 4. Behavioural economics findings should be
synonymous with the organisation’s corporate utilised in the development of RE communications
reputation. strategies, to boost campaign impacts on raising
awareness, changing behaviours, and influencing
A few actionable steps which an organisation attitudes;
can employ to develop and maintain a corporate
reputation which supports the RE transition in the 5. More innovative and emotive messaging in
region include: funding RE research and innovation RE communications would prompt more positive
projects, awarding grants and scholarships to responses. For example, a communications campaign
RE undergraduate and postgraduate students, can be developed on customers’ testimonies of easily
incorporating RE and smart energy principles into visible and profitable initiatives such as small-scale,
the its physical workplace or building, consistently residential sustainable energy projects (i.e., roof-top
educating its audiences on the benefits of RE solar plants for self-generation and consumption).
transition through the publication of newsletters, Active citizen involvement is a prerequisite for the
journals, or white papers, and collaborating with society’s willingness to support energy transition
local electric utilities, IPPs, and other energy-affiliated and for the further “democratization” of the
entities on RE advancement initiatives through Caribbean’s energy market. This involvement should
financial or technical support. Most importantly, these also encompass the planning and adoption of RE
steps need to be paired with a multi-stakeholder supporting and regulatory frameworks, through
awareness campaign, to inform audiences of the multi-stakeholder and public consultation processes,
organisation’s commitment towards RE transition, which should also be highlighted as part of the
mirrored through such actions. Then alone will the communications campaign;
necessary trust be established between the entity
and its publics; a healthy medium through which the Sources
correct information on RE transition benefits, costs 1. CARICOM Secretariat, 2017 Energy Report Card – CARICOM (2018)
and impacts can be effectively communicated. 2. Centre for Climate and Energy Solutions, Renewable Energy (2020)
3. Economic Commission for Latin America and the Caribbean,
Sustainable Energy for all in the Caribbean (2016)
4. International Energy Agency (IEA) - Renewable Energy Technology
For greater insight on the development of an effective Deployment (RETD), Communication Best Practices for Renewable
Energy (2013)
RE transition campaign or communications strategy, 5. International Renewable Energy Agency (IRENA), Renewable
here are a few general guidelines. Preferably, these Energy Jobs Continue Growth to 11.5 million Worldwide (2020)
recommendations would be most effective where 6. Tench and Yeomans, Exploring Public Relations (2017)
7. The Guardian, What is Behavioural Economics? (2017)

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