Communicating Energy Efficiency Globally Christophe Ginisty Immediate past President IPRA Founder of Open Agency christophe@openagency.fr @cginisty

« Our energy future is our choice » Robert Phillips

Energy Efficiency has to be a co-construction

Communicating on Energy efficiency needs to reflect the promise of this co-construction

The power of

don’t buy a product, we are invited to change the way we live and behave in order to change the world

The power of

It has to become a partnership

How can PR contribute to it?

1984 “Public relations is the practice of managing

the spread of information between an individual or an organization and the public”

2012

2012 “Public relations is a strategic communication process that

builds mutually beneficial relationships between organizations and their publics”

“Public relations is the practice

of managing the spread of

information between an

individual or an organization

and the public”

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics”

2012 1984

“Public relations is a strategic communication process that builds mutually beneficial relationships between

organizations and their publics.”

“Public relations is a strategic communication process that builds mutually beneficial relationships between

organizations and their publics.”

The key factor today relies today on the ability (or the art) to create these

mutually beneficial relationships! This is a consequence of the social

media development

Communication should be participatory

We are dealing directly with people on social networks: the crowd has become the medium

We need to partner with stakeholders: we can’t afford not to do it

How to build those mutually beneficial relationships on energy efficiency campaigns?

Key words are…

Inspire trust by being: Informed Involved Humble

Transparent Accountable

Inspire trust by being: Informed Involved Humble

Transparent Accountable

Give rise to an emotion by: Informing Educating Entertaining Warning/scaring Inspiring activism

Emotions are decision takers

A few years ago, neuroscientist Antonio Damasio made a groundbreaking discovery. He studied people with damage in the part of the brain where emotions are generated. He found that they seemed normal, except that they were not able to feel emotions. But they all had something peculiar in common:…

A few years ago, neuroscientist Antonio Damasio made a groundbreaking discovery. He studied people with damage in the part of the brain where emotions are generated. He found that they seemed normal, except that they were not able to feel emotions. But they all had something peculiar in common: they couldn’t make decisions.

A study conducted by Emerald Group Publishing has found that key motivations for energy efficient refurbishment can be categorized into the broad themes of economic, social, and environmental motivations. These motivations will be affected by a wide number of interrelated internal and external factors and mediated by the emotions of the individual.

Emotions are the pillar of social networks

Emotions have become the preferred shared information

Traditional media (and so PR) has lost the leadership: Emotions are the info and the crowd is the vehicle

•  The information is the emotion and emotion is all about influencing decisions

•  The information is the emotion and emotion is all about influencing decisions

•  The vehicle is the crowd that will spread the emotions online

•  The information is the emotion and emotion is all about influencing decisions

•  The vehicle is the crowd that will spread the emotions online

•  The way to establish a mutually beneficial relationship is to inspire trust and leadership by being what you have to be (not by communicating what you promise to become)

•  The information is the emotion and emotion is all about influencing decisions

•  The vehicle is the crowd that will spread the emotions online

•  The way to establish a mutually beneficial relationship is to inspire trust and leadership by being what you have to be (not by communicating what you promise to become)

•  You have to remain transparent and accountable at any time.

•  All this will give birth to a new kind of organizations…

The community driven organizations  Caring about the stakeholders  Inspired by the insights  Creating emotional links  Publicly open to influence  Transparent and loyal  Accountable  Inspiring

① Find what people are talking about

① Find what people are talking about ② Find what people believe about the topic of

energy efficiency

① Find what people are talking about ② Find what people believe about the topic of

energy efficiency

③ Find what moves them about it

① Find what people are talking about ② Find what people believe about the topic of

energy efficiency

③ Find what moves them about it

④ Does it really move you as well?

①  When the power of emotions dominate information, this might be the ground for wrong beliefs about Energy efficiency.

①  When the power of emotions dominate information, this might be the ground for wrong beliefs about Energy efficiency.

②  As Gerald Bronner, a French Sociologist commented:  ”The ones who strongly believe into an information fact are more motivated than the other ones and will spend more time promoting it online. Believers are statistically more numerous and will generate more activism. Rationalism is not motivating as much as irrationalism.”

Communicating Energy Efficiency Globally is not about saying something new but being a trusted & emotionally connected organization whose transparent behavior will inspire change.

Thankyou

Christophe Ginisty CEO Open Agency Christophe@OpenAgency.fr +33 (0)6 16 95 03 18