Climate Commitment Reversals & Energy Reputation Management
It’s never been more challenging to navigate the reputational landscape of climate commitments. PR and communications leaders in the energy industry, in particular, are managing intense public and media scrutiny. Every decision about emissions targets or clean energy initiatives can have lasting implications in energy reputation management.
Recent analysis highlights the stark contrast in media sentiment between energy companies that double down on their climate promises and those that walk them back. The data reveals valuable lessons for managing reputational risks in such a high-stakes environment.
Media Fallout According to the Data
PublicRelay analyzed media coverage surrounding energy companies’ low-carbon initiatives, and the results were eye-opening:
- 78% negative media sentiment for companies that reversed their climate commitments.
- 24% positive media sentiment for companies launching new low-carbon initiatives, with only 7% negative coverage.
The disparity is clear: rolling back on climate commitments is a critical failure in energy reputation management. Companies that failed to deliver on their pledges faced significant backlash, especially on social media, where climate advocates and engaged communities amplified criticism.
In contrast, companies that took proactive steps (regardless of whether they had previous commitments) garnered more favorable media sentiment. Even when their clean energy initiatives were coupled with continued oil and gas investments, these companies benefitted from the perception that they were taking meaningful action.
The Risk of Overpromising
Backtracking on climate commitments may be worse than making no commitments at all.
Energy companies with bold climate goals but inconsistent follow-through became easy targets for criticism. The gap between promises and actions undermines trust and disrupts effective energy reputation management, leading to questions about a company’s reliability and sincerity.
Conversely, firms without ambitious commitments but actively investing in low-carbon projects avoided this backlash. Their measured approach—taking meaningful actions without overpromising—helped them stay under the radar of critics and maintain trust.
Key Implications for PR Leaders:
- Consistency is Non-Negotiable: Reversing commitments erodes credibility.
- Proactive Communication Matters: Highlight progress on sustainability initiatives, no matter how small, to build positive momentum.
- Crisis Mitigation Requires Speed: Companies that quickly address climate-related criticisms can minimize reputational damage.
Learn how PublicRelay’s data-driven insights can help communicators in the energy sector in navigate these challenges and more.
