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The majority of the British public favour renewables. A YouGov poll in October 2012 revealed that 72% and 55% respectively support greater solar and wind energy development. However, this support is not reflected by the UK’s national media - which is consistently negative about renewables.
At CCgroup, a clean tech PR agency, we decided to find out just how bad this negative portrayal of renewables is. We analysed the sentiment of all articles mentioning renewables published by the UK’s top five national newspapers in July 2012 - 138 articles in total.
Over half of the articles published in the month are negative or very negative. But most disconcerting is the renewable energy industry’s lack of voice – less than 10% of articles included a quote or viewpoint from anyone in the renewables community. How can an industry hope for fair treatment in the press when their voice is being systematically ignored?
Our research uncovers the extent of this issue and suggests ways in which renewable energy companies can address the imbalance through better PR - being more vocal, more proactive, and more challenging.
The full report and results are available here: