The public face of wind energy

Repeated public opinion surveys show that renewable energy, including wind, is a popular alternative to the existing use of fossil and nuclear fuels. Translating that broad popular support into backing for specific projects is not always so easy. Local communities have become increasingly defensive about their immediate environment, often rejecting the practical introduction of the clean, non-polluting energy sources they claim in theory to espouse. What public relations tools are available to turn this situation round? This paper looks at ways in which the wind industry can improve its profile in the media, what is likely to make attractive material for journalists and what other changes in the way renewable energy is presented to the public could help progress its development.