Evolution: What’s expected of us and how Uniper communicates
Businesses in all sectors are increasingly expected to be open and proactively communicate with their employees, customers and the wider world. Today’s audiences are convinced and engaged by authenticity, thought leadership, grounded conversations and real dialog that accepts different viewpoints and isn’t just a marketing pitch or commercial spiel.
As an energy company, getting this right is more important than ever. We must actively promote the importance of energy in everyday life and send clear signals about Uniper’s strategy, purpose, attitude and initiatives towards building a more decarbonized world.
With this in mind, we’ll be making adjustments to the way we communicate and look for opportunities to reach our audiences in a less commercial and corporate fashion. Our Empower Energy Evolution (EEE) events, where we will partner with global media brands like Monocle and Politico, both leading international magazines that reach broad audiences with topics from economics, politics to everyday life, are one key element to better address energy sector influencers. Our new debate.energy digital platform is another example (see recent Ping news for further details). In addition, we will be boosting our social media channels like LinkedIn and Twitter, with Ping acting as our internal channel.
We want to give as much visibility as possible to the work everyone is doing at Uniper, while making it clear that we are here with a purpose.
Here are the most important initiatives coming up over the next few months:
The debate.energy online platform is already live on trial mode and will be launched externally in the coming days.
Our EEE Berlin event on July 1, which we plan to run as a virtual format, will feature prominent speakers and target political stakeholders as well as energy sector influencers. Starting immediately, our pre-event campaign will include street vox pops (i.e. short videos made up of clips taken from interviews with passersby), expert interviews and global thought leaders presenting moon-shot ideas and visions for a decarbonized future.
Ahead of this, on June 29, the EEE Brussels event is timed to coincide with Germany assuming the presidency of the EU. This is being developed with our media partner Politico and will also be a virtual event.
Monocle magazine is preparing a special edition, in partnership with Uniper, that shows how it is possible to build a smarter and more sustainable future. This publication comprising about 150 pages, will show how we can come together to serve the world’s energy needs in a way that’s gentler both on resources and on ourselves. Featuring many of Uniper’s solutions and viewpoints, but described in an easy-to-understand way, it will also champion the entrepreneurs, designers and brave civic leaders, who are working to make our planet an altogether more liveable place. This will be ready by early July.
EEE London will follow in July (date TBD). This event will be organized by Monocle, targeting a London-based political audience and energy sector and urbanization influencers. It will also serve as the platform for launching the Monocle special edition.
Another emphasis will be put on communicating our strategy, as it is important that our colleagues in all areas understand what it is and how everyone can contribute to its success. To make it appealing to everyone, we will explain it using different formats, like a leporello, a film and a scrolly-telling website. These activities will start in the next few weeks.
Finally, we are investing in social media and starting a new campaign that will boost the impact of our LinkedIn and Twitter channels.
“I hope you are inspired by these new initiatives and will help share and promote them across your own networks. This will complement our more typical communications activities, which we will continue to roll out,” says Luis Ramos, Head of Corporate Communication & Governmental Relations.