Lightsource BP

One of our most interesting projects in the energy sector was the introduction of Lightsource in the Netherlands.

The company, that was renamed Lightsource BP after its acquisition by BP in 2018, engages in the development, construction and operation of solar parks. It mainly targets farmland owners. Although we were hired to support PR, media relations, content development and marketing, the focus soon shifted to lobbying support and citizen participation. Although people realized that the Netherlands needed to switch to new forms of energy on a large scale to meet the CO2 targets, fierce debates arose about sacrificing farmland for solar parks and the disadvantages of solar parks for the environment. Communication about the importance of solar energy and the benefits of solar parks at both national and local levels became an important part of our work.

Introduction

To launch Lightsource in our country, we used the usual PR tools to bring the company and its vision to the attention of key audiences.

Part of that introduction included press releases, interviews, articles and participation in the Agricultural Trade Fair. We also made an inventory for the client of the main parties involved in policy-making on the installation of solar panels and of consultancies supporting agricultural entrepreneurs. Discussions were held with Vereniging van Nederlandse Gemeenten (the Association of Dutch Municipalities) and the InterProvinciaal Overlegorgaan (InterProvincial Consultative Body) to position Lightsource as a leading provider and gain access to municipalities and provinces that play an important role in area designation and tenders. Collaborations were initiated with a number of consultancies, including presentations and joint approaches to farms.

Communication with the surroundings

While PR activities and information about the company, its views on the importance of solar parks for the energy transition and the projects in the Netherlands through various channels were the common thread in our work, we gradually also became involved in local communication about the projects.

The aim was to provide local residents of the targeted projects with good information and actively involve them in the decision-making and implementation of the projects. Among other things, we booked advertisements in the local media to announce the (online) information evenings, arranged the sending of personal letters to local residents, provided the content and production for leaflets and the online portals about Lightsource BP's projects, and kept the local press informed of developments. Lightsource BP paid great attention to embedding the solar parks in the surrounding area through spatial design with lots of greenery and allowing (poultry) cattle and beekeepers on the site. Local businesses were also involved as much as possible in the construction and maintenance of the solar parks. Local residents were sometimes given the opportunity to participate in the project or a fund was set up from which special activities for local residents were paid for. Thanks to this approach, most projects could be realized without any problems.