How to Make Your Message Heard in Energy: Insights from Maksym Asauliak

09.07.2025

In an environment of overwhelming information noise and growing competition in the energy market, a communicator’s task is not just to speak, but to be heard and understood. Maksym Asauliak, an expert in energy communications and Head of Department at the Energy Company of Ukraine, shared how to deliver messages effectively and stand out from the crowd during his lecture for the “Communications and Interaction in Energy” course by Energy Club.

Maksym Asauliak

The expert has significant experience in communications at companies such as DTEK and Naftogaz. He shared three key components for successful message delivery: strategy, consistency, and brightness.

“You need to be systematic, you need to be persistent, and hit one spot with it. Don’t get scattered, don’t spread yourself thin; take this message and incorporate it into your every communication,” emphasized Maksym Asauliak.

The speaker paid special attention to common mistakes to avoid. Specifically, the overuse of epithets like “the best,” “unique,” and “the largest,” which are often perceived by journalists and the audience as excessive PR and met with skepticism. He also cautioned against exaggerating achievements (take a look at the case of TotalEnergies, which was forced by a regulator to remove an ad about its “green transition” for not corresponding to its actual activities).

At the same time, the expert shared effective tools for strengthening messages:

• Positives: If a company truly has achievements confirmed by numbers and facts, this news hook should be used to its fullest potential, extending its life across various channels.
• Searching for internal stories: A communicator must be a “journalist within their own company.” It’s necessary to talk to different departments to find interesting news hooks, statistics, and analytics that are highly valued by the media.
• Creativity and personalization: Using original approaches helps to stand out, but creativity should not overshadow the message itself. The lecturer cited vivid examples: the “Ukrenergo cats” and the story of “Edik the tadpole” from Vinnytsia Vodokanal.

“Effective communication lies at the intersection of the communicator’s and the recipient’s interests. You need to convey not only what the company wants to say but also what the audience wants to hear and is ready to accept,” Maksym Asauliak concluded.

The lecture gave the audience a clear understanding of how to build a long-term reputation and deliver key messages based on strategy, consistency, and creative approaches that resonate with the hearts of the audience.

About the course: The course “Communications and Interaction in Energy: Strategies for PR, Marketing, GR and Lobbying in Ukraine” from Energy Club is designed to enhance the communication capabilities of companies, promote their competitiveness, and support the sustainable development of Ukraine’s energy sector.