Navigating a Crisis in the Energy Storage Industry: How to Protect Your Reputation and Stakeholders in a Crisis

October 4, 2023 Andy Beck

Andy Beck

Executive Vice President Public Affairs

For over 20 years, Andy Beck has worked in the upper echelons of the U.S. government and the private sector successfully spearheading public relations, marketing and public affairs campaigns that moved the needle. By engaging policymakers and the media, influencing influencers, building grassroots and social media momentum, developing alliances, driving consensus toward desired business and political results and opening new markets; he has helped companies and organizations gain greater brand recognition, profit from increased sales, influence policy and mitigate crises.

A first-rate strategic thinker, Andy is an expert at boiling down complex issues and persuasively articulating his clients’ case to a broad range of stakeholders through multiple channels. In doing so, he has developed a reputation as one of the nation’s most innovative communicators in the energy, manufacturing, transportation, finance and environmental sustainability sectors.

Andy has an impressive book of media and government contacts and a tremendous understanding of the workings of the U.S. and international governments, having served as the Director of Public Affairs for the U.S. Department of Energy—the U.S. government’s top energy spokesperson and communications strategist. He also served as the senior communications and outreach advisor to the head of the U.S. Environmental Protection Agency and as a senior communications advisor the U.S. Department of Transportation Secretary.

Battery Storage

A crisis, such as a fire erupting at an energy storage company’s facility, has the potential to cast a lingering shadow of uncertainty over the entire energy storage industry. This far-reaching impact affects safety standards, public perception, investor confidence, supply chains, competition, and research priorities. Companies operating within this industry must be well-prepared to navigate through crises and demonstrate an unwavering commitment to safety, transparency, and continuous improvement to rebuild trust and thrive in the aftermath of such events.

In 2022, the U.S. witnessed a total of 10 energy storage facility fires, as documented by EPRI’s BESS Fire Event Database and other public sources. These incidents garnered significant media attention, resulting in approximately 45 news articles. On a global scale, there were 11 more fires reported during the same year, as per the same database.

In addition to the industry’s most publicized incidents, crises can manifest in various forms, such as accidents, technical failures, environmental incidents, legal issues, public controversies, or even natural disasters. Each crisis brings its unique set of challenges, making crisis management a complex task, and effective communication is crucial to navigate through such turbulent times. Without clear guidelines and a well-prepared crisis communications plan, the situation can spiral out of control and complicate the crisis further. A crisis communications plan is of utmost importance for these compelling reasons:

  1. Reputation management: Crises can damage a company’s reputation and public perception. A crisis communications plan helps the company respond swiftly and transparently to control the narrative, correct misinformation, and demonstrate its commitment to resolving the issue.
  2. Consistent messaging: A crisis can involve multiple teams and individuals responding to the situation. A crisis communications plan provides guidelines to ensure consistent messaging across all communication channels and stakeholders.
  3. Stakeholder trust: Energy storage companies have stakeholders, including customers, investors, employees, regulators, and communities. A crisis can erode trust among these stakeholders. A well-executed communications plan can help rebuild trust by providing accurate and timely information.
  4. Legal and regulatory compliance: During a crisis, there may be legal and regulatory implications that need to be addressed. A crisis communications plan ensures that the company communicates in a manner that is consistent with legal requirements and avoids potential legal pitfalls.
  5. Employee morale and engagement: Crises can create uncertainty and stress among employees. An effective communications plan keeps employees informed, reassured, and engaged, reducing anxiety and enabling them to focus on resolving the crisis.
  6. Media relations: Crises always attract media attention. A crisis communications plan guides the company on how to interact with the media, ensuring that the company’s message is accurately conveyed and avoiding unnecessary escalation.
  7. Social media management: Social media platforms can amplify the impact of a crisis, as news spreads rapidly online. A crisis communications plan helps the company monitor social media channels, respond to queries and concerns, and prevent the spread of misinformation.
  8. Preparedness and responsiveness: Having a pre-established crisis communications plan means the company can respond quickly and efficiently, minimizing the damage and potential negative effects of the crisis.
  9. Financial implications: Crises can have significant financial consequences. An effective communications plan can help manage these implications by addressing concerns of investors and providing clear information to financial stakeholders.

At Antenna Group, our Crisis Communications Team has developed several highly effective crisis communications plans for our energy storage clients. These plans, coupled with our team’s expert guidance and support, have proven invaluable in helping our clients navigate through turbulent times effectively. By safeguarding their reputation, protecting their stakeholders’ interests, and restoring normalcy to the company’s operations, these plans have proven their worth in the face of adversity. 

To learn more about how our team can help your company prepare for a crisis, schedule an introductory call with our Crisis Communications team by contacting us, here.

Author


Andy Beck
Executive Vice President, Public Affairs

Share Post