Renewable energy companies face communications challenges on two fronts – 1. They must explain how their technology works to the layman and 2. They must show that the technology fits within the political and economic context of our dynamic world.
The goal when communicating to the general public is to inform them about the technology you are offering and demonstrate how it can help them. A difficult task – especially since each group has its own point of view and agenda. For instance, while farmers and landowners both own land, they use it to do different things. Thus, talking to farmers about renewable energy, and how it can benefit them, is different from talking to a landowner. They each have different needs, different financial capabilities, and different goals. Demonstrating your technology's usefulness to each group requires an understanding of their uniqueness.