Answering the hard questions

How do you speak compellingly with specific audiences?

Deakin’s study in South West Victoria identified three key groups and their perception of hydrogen. Let’s investigate what potential messages could resonate with these audiences.

Deakin’s hydrogen perceptions study in south west Victoria identified three segments of the community:

• People who support environmental projects – Green Ambitions
• People who are neutral or unsupportive of hydrogen – Stragglers
• People who want more safety information – A Fine Balance

Let’s investigate what potential messages could resonate with these audiences.

There is a connection between a person’s environmental beliefs and their support for hydrogen. This group shows support for hydrogen because of the environmental benefits.

The challenge

Most of the world’s hydrogen produced and used today is not created using renewable energy sources. Industries need to manage the expectations of communities who support hydrogen because of its promise of a ‘zero emissions’ fuel.

Potential Messages

• Framing current hydrogen production as a transition or stepping stone situates it within its green potential. Use of metaphors can help convey your message. For example, ‘Right now we are wading through the swamp (non-renewable hydrogen) but only so that we can get to the meadow on the other side (renewable hydrogen).’
• Highlighting hydrogen’s role in supporting other renewable technologies like wind and solar. Hydrogen is not an alternative to these sources, but complementary to the energy mix and strengthening energy security.

This group within the community are neutral or unsupportive of hydrogen

The Challenge

Providing community members with reasons to feel positive toward hydrogen energy is critical for developing and maintaining social licence.

Potential Message

Hydrogen energy is a useful, necessary addition to our energy landscape and will come with economic benefits in the form of new jobs and industry development. As an integral piece of Australia’s energy future, the development of this industry will also be an ongoing job-creator in a rapidly changing energy landscape.

This group wanted more information about safety. They hold the views that hydrogen is safer than other energy sources like natural gas and coal but not as safe as solar or wind.

The Challenge

While it is important to discuss safety, unless dangers are genuine and prevalent, ‘business-as-usual’ messaging should take the forefront. In the absence of an active or immediate risk, focusing on concerns around safety makes individuals feel as though they have something to worry about, which can keep safety concerns top of mind when there is no reason for them to be alarmed.

Potential Messages

• Hydrogen is the next phase in the evolution of energy, and people can and should go about their lives ‘as usual’.
• This new technology will revolutionise how energy is stored and transported without forcing us to fundamentally change our lives or how we live them.
• Hydrogen is just another part of the energy mix. Messaging should remain focused on the positive benefits of hydrogen while staying ready with detailed talking points around safety to those who may have in-depth questions.

Your task

Imagine you are in a community meeting and you are asked, ‘why would we turn our water into energy when we are often in drought?’ by a participant. How would you answer the question? Add your answer to the comments below.