13.08.2025
Renata Iaresko
Successful communication in the energy sector requires long-term strategic vision and an understanding of the interests of all parties. This was discussed by Renata Iaresko, founder and director of the communication agency CommsTrue, during her lecture as part of the “Communications and Interaction in Energy” course by Energy Club.
The expert emphasized that today it is particularly important to properly communicate projects that will define the future of Ukrainian energy. Among them are:
- Large renewable energy source (RES) projects, such as the expansion of the Tylihulska Wind Power Plant or new solar clusters, which require public approval and the debunking of myths.
- Energy storage systems and balancing capacities, including the construction of battery storage facilities, the completion of the Dniester Pumped Storage Power Plant, and peaking power plants, which are critical for grid stability.
- The reconstruction and modernization of critical infrastructure damaged by the war. This topic has an extremely complex information field, overloaded with messages about corruption and betrayal.
- Projects on decentralization and energy autonomy for communities.
- Innovative and research platforms, for example, pilot projects on hydrogen or smart metering.
“At each stage of a project’s implementation, there is a certain information field. And this information field is formed under the influence of the external and internal environment,” explained Renata Iaresko during the lecture. She clarified that these environments, in turn, are shaped by external and internal stakeholders. To work harmoniously in this field and maintain a high level of trust, it is important to follow three key rules of communication:
- Communication by highlighting impact: explaining how the project affects the community, the environment, and the economy.
- Answering key questions: clearly conveying what the project is about, why it is being implemented, what stage it is at, and what benefits it will bring to society.
- Accessible and understandable language: avoiding complex technical terminology by explaining complex things in simple terms.
“It’s important to see what the information field will be like in three to five years, not just what it is now,” the expert stressed. “This trust, for me personally in communications, is a long game.”
At the end of the lecture, Renata Iaresko named seven reasons why this approach is critically important specifically in the energy sector:
- Complexity and “invisibility” of solutions: The benefits of infrastructure projects are not obvious to the general public, which gives rise to myths and fears.
- High impact on the environment and communities: Energy facilities have a significant social and environmental footprint, which, without proper communication, leads to conflicts and project stoppages.
- Regulatory pressure and international obligations: Investors, such as the EBRD, have clear requirements for transparency and community participation.
- Systemic nature of the impact: One facility can affect the entire energy system, and communication must explain this logic in a systemic context.
- High sensitivity to trust: Energy is critical infrastructure, and mistrust in one decision can undermine confidence in the entire system.
- Constant evolution and transformation: The transition to new technologies requires a change in consumer behavior, which can meet resistance without explanation.
- Competition of narratives: The media space is already filled with manipulations and Russian psychological operations. If companies remain silent, others will speak, and the project risks falling into an information attack zone.
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.
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