The government’s Renewable Heat Incentive (RHI) is filling many a column inch at the moment – although arguably for all the wrong reasons. In case you haven’t heard, I’m talking about Northern Ireland’s bungling of the scheme, which the media have dubbed the ‘cash for ash scandal‘.
Botched
In summary, independent auditors have uncovered some serious flaws in the implementation of the Northern Irish RHI. These have enabled some to exploit loopholes to their financial advantage.
In one notable case, a farmer was reported to be earning £1 million of public money to heat an empty shed. When other such examples are taken into account, it’s been predicted that the debacle will cost the taxpayer £490 million.
Do subsidies work?
As a PR professional who specialises in sustainability and the built environment, I’ve been watching events unfold with both interest and trepidation. During my career, I’ve spent a lot of time talking and writing about the RHI and its importance in driving the UK renewables market forward. But this episode begs the question: do subsidies really work?
Personally, I think the scheme’s heart is in the right place. What’s happened in Northern Ireland is unfortunate, but the English, Scottish and Welsh governments must learn from it. If deployed and marketed in the right way, I believe the RHI can and will increase uptake of renewable heat, which is ultimately the goal.
After all, we’re a nation lagging seriously behind some of our more forward-thinking European neighbours when it comes to using cleaner, greener energy sources. Something’s got to change, and schemes like the RHI are a crucial catalyst to the transition.
The comms challenge
The challenge that communications specialists in this area face is spreading the word about subsidies, while simultaneously not letting them overshadow the wider, non-monetary benefits of taking a more sustainable approach to energy.
In other words, the success of subsidies depends on them being taken for what they are: one element of a wider strategy. And as with any strategy – not least an effective comms campaign – the key to success is context, messaging, and a carefully considered approach.
To discuss your business objectives with Richmond & Towers, and find out how we might be able to help, contact us at anouska@rtc.london.
It’s no secret that we’re currently living through the age of social media, where platforms such as TikTok have become more than just entertainment hubs with viral dances and comedic skits — but now a powerful marketing influence that’s totally shaping consumer behaviours and trends, particularly in world of grocery… Read more
Carlsberg Group has appointed London-based brand engagement agency, R&T (Richmond & Towers) to manage global PR and social media blueprints and strategies for Brooklyn Brewery. This exciting account win builds on the agency’s existing work with Brooklyn Brewery UK and will see the team working closely with the Brooklyn Brewery… Read more
As a PR and social media agency, we were living and breathing the innovations and shifts in the digital landscape in 2023. From Twitter’s bold rebrand to X, the use of CGI technology to create memorable campaigns, and the launch of Threads, numerous changes have made waves in the ever-evolving… Read more