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Why Energy Companies Struggle To Tell Their Story
Episode 31
Why do many energy companies struggle to connect with stakeholders despite strong technical credentials? Why is it so hard for them to tell their story, and what could make it easier?
Elisa Wood brings together two communications experts who have helped a range of organizations find their stories: energy writer-editor Jay Hodgkins and podcast strategist Scott Smith.
Why stories are remembered and spec sheets are not
How to frame renewables amid misinformation and political headwinds
When to avoid acronyms and insider terms
Ways to adapt your message across formats like podcasts, blogs, and webinars
The simple, human description of “spinning reserves” and why it matters
Three quick rules any subject matter expert can use to communicate better
How consistent narratives build credibility through government policy cycles
Why imperfection reads as human, especially in an AI-polished world.
Listeners come away with concise rules for subject matter experts, guidance on differentiation in crowded B2B markets, and examples of translating technical precision into benefits that matter to customers, regulators, and community leaders.
The throughline is simple communication that is truthful, human and focused on outcomes.
“People do not remember facts. They remember stories.”
“Fight fire with water. Lead with facts and aim them at the people who can act.”
“Your customer is the hero. You are the guide.”
“Acronyms are the enemy of attention.”
“There is always a way to tell the same truth in a way that fits the moment.”
“Keep it short. Your audience does not care as much as you do.”
“Pick the channel after you define the message.”
“Imperfections read as human. That is an advantage now.”
“If we add renewables without stability tools, the grid can wobble. Batteries fix the wobble.”
“Differentiate by benefit, not by feature.”
Elisa Wood
Journalist and host of Energy Changemakers. She covers distributed energy, microgrids, and the decentralized grid and leads Energy Changemakers Content Services.
Jay Hodgkins
Freelance energy writer and editor who helps companies translate complex energy topics into messages that customers and regulators understand. Jay and Elisa are long-time collaborators, previously at Real Energy Writers and now at Energy Changemakers.
Scott Smith
President and Chief Podcasting Officer at Penbury Consulting. Formerly with Gartner, where he led podcasts and moderated prospect-facing webinars. Specializes in spoken-word strategy and helping experts tell memorable stories.
What You’ll Learn
Notable QuotesWho’s On The Mic
Published on 2 weeks ago