Why the 'How' Matters: Lessons from a $7.5 Billion Clean Energy Project
How you communicate an energy infrastructure project coming to a community matters as much as the project being built. A technical brief from the Electric Power Research Institute (EPRI), a research and development nonprofit organization for U.S. electric utilities. The analysis offers valuable insights for economic development professionals and communities navigating clean energy project communications
The brief, “Donaldsonville Low-Carbon Ammonia Project (Louisiana): Communications Analysis”, examined handouts and a local center for a $7.5 billion low-carbon ammonia project that promises significant economic benefits and environmental commitments.
For example, EPRI noted that the project’s economic fact sheet distinguishes between direct and indirect jobs while comparing wages to local averages. Providing the community context on how the new jobs will be "among the best-paying in the area" resonates more with residents, according to the analysis. Highlighting evening classes, paid internships, and partnerships with community colleges also demonstrates commitment to local hiring.
One of the study's most actionable findings: several communication materials described opportunities, such as job fairs and training programs, without explaining how to access them. Always include the "how" alongside the "what."
Other practical takeaways from the EPRI analysis:
Create multilingual materials in languages spoken in your region and avoid corporate, financial, and engineering jargon.
Add geographic context with maps showing the project’s proximity to homes, schools, and business areas
Provide clear timelines for hiring, training, and community investment programs
Include multiple contact pathways such as email, phone, and office locations
Use relatable comparisons when describing economic impact
Clean layouts, infographics, and milestone timelines help diverse audiences understand clean energy projects
Chambers of commerce and economic development organizations play a crucial bridging role between clean energy projects and communities. Incorporating EPRI’s findings and recommendations “can help refine future strategies around accessibility, trust-building, and community involvement.”