Nuclear energy under scrutiny. Public Affairs in a strategic energy investment
Industry:
Energy sector
- Public Affairs, Strategic Advisory
Background and context
The construction of a second nuclear power plant in Poland is a project of enormous scale, high political sensitivity and long-term importance for national security. The investor operated in an environment of significant social tensions, changing political conditions and growing expectations regarding transparency and predictability.
Key circumstances
- The public debate on nuclear energy is highly polarised and emotionally charged.
- The energy transition generates social and political pressure in post-coal regions.
- The investor’s success depended on the trust of decision-makers, public support and a coherent public narrative.
- The project is ongoing, but the client’s communication advantage increases quarter by quarter.
Communication objectives
The objective was to establish stable, predictable and credible communication around the nuclear project – both for regulators and the general public.
- Positioning the investor as a competent and responsible partner to the state.
- Strengthening regulatory and political trust.
- Separating facts from emotions in the nuclear debate.
- Building social acceptance for the project in potential locations.
- Anchoring the narrative in energy security, regional development and job creation.
Strategic approach
A multi-layered Public Affairs strategy was developed for the investor, including risk analysis, communication architecture and proactive engagement in media, institutions and local communities.
Key elements of the approach:
- Comprehensive analysis of regulatory, political and social risks – with full scenarios and argumentation.
- Development of an integrated institutional, transformation and media communication strategy.
- Open information policy towards public partners and administration.
- Fact-based storytelling: safety, regional development and value chain benefits.
- Strengthening the company’s ESG positioning and engagement in local supply chains.
- Preparation of crisis materials: Q&A documents, background briefings, one-pagers and key argument lines.
- Shifting the media narrative from reactive to proactive.
Results
Although the project is still ongoing, the results are already visible and measurable:
- Stable and predictable media narrative – no reputational crises.
- Increased trust among decision-makers, confirmed in discussions at the government level.
- Enhanced social acceptance in analysed locations through information programmes.
- The investor is perceived as the best-prepared participant in the project.
- Growing communication advantage over competitors.
Conclusions and strategic significance:
- Public Affairs is critical in infrastructure investments with high political sensitivity.
- Transparency and predictability build long-term trust with regulators.
- An appropriate media narrative can directly influence public support.
- Proactive communication minimises reputational risks before crises emerge.
Selected Projects Demonstrating Our Impact
Explore other projects where our strategic approach and precise execution delivered measurable results – building stakeholder trust, strengthening narratives and ensuring information stability.
- Brand Reputation, Crisis Communications and Issues Management, Strategic Advisory
Reputation under pressure: an effective strategy in crisis
Challenges
- Increased media scrutiny of the company’s Polish operations due to a Russian minority shareholder.
- High public sensitivity related to the war in Ukraine.
- Risk of losing credibility and potential inclusion on sanctions lists.
- Need for rapid, consistent communication with employees, partners, public administration and the media.
Wyzwania
- Increased media scrutiny of the company’s Polish operations due to a Russian minority shareholder.
- High public sensitivity related to the war in Ukraine.
- Risk of losing credibility and potential inclusion on sanctions lists.
- Need for rapid, consistent communication with employees, partners, public administration and the media.
Rezultat
Thanks to the immediate activation of crisis response measures, the company preserved its reputation and was not subject to sanctions. Media narratives stabilised, and journalists acknowledged the company’s communication. Relationships with key partners remained stable. The company was perceived as one of the most engaged organisations supporting Ukraine. The crisis was transformed into brand reinforcement through transparency, relief initiatives and employee engagement.
The result
Thanks to the immediate activation of crisis response measures, the company preserved its reputation and was not subject to sanctions. Media narratives stabilised, and journalists acknowledged the company’s communication. Relationships with key partners remained stable. The company was perceived as one of the most engaged organisations supporting Ukraine. The crisis was transformed into brand reinforcement through transparency, relief initiatives and employee engagement.
- Brand Reputation, Crisis Communications and Issues Management, Strategic Advisory
Litigation PR for Company “A” vs. UOKiK
Challenges
- UOKiK proceedings involving the risk of maximum penalties and allegations against the management board.
- The need to rapidly reframe communication towards the courts and public opinion.
- High media interest and pressure to maintain the company’s credibility.
- Protection of reputation in a regulated and socially sensitive energy sector.
Wyzwania
- UOKiK proceedings involving the risk of maximum penalties and allegations against the management board.
- The need to rapidly reframe communication towards the courts and public opinion.
- High media interest and pressure to maintain the company’s credibility.
- Protection of reputation in a regulated and socially sensitive energy sector.
Rezultat
The company’s arguments were reflected in 70% of media coverage, shifting the tone of the media narrative. Expert voices appeared in the public debate, reinforcing the company’s position. Critical commentary redirected attention towards UOKiK’s actions, weakening its message. The company maintained stakeholder trust through consistent communication, and the legal proceedings were largely concluded.
The result
The company’s arguments were reflected in 70% of media coverage, shifting the tone of the media narrative. Expert voices appeared in the public debate, reinforcing the company’s position. Critical commentary redirected attention towards UOKiK’s actions, weakening its message. The company maintained stakeholder trust through consistent communication, and the legal proceedings were largely concluded.
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