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European Seminar on Sustainable Development

Communication on sustainable development

Associated communication power for wind power

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European Seminar on Sustainable Development

The Com Group

Bettina Tacke
Peter Van Driel Carolien Van Gorp

Pieter Van Laere

Larisa Dem

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European Seminar on Sustainable Development

The Com Group

Bettina (D)
Graduate Philopsophy and Italian Journalist

Peter (NL)
Bachelor in Chemistry and Civil Engineering retired corporate manager of an environmental consulting group

Carolien (B)
Bachelor Environmental Chemistry Masterstudent Environmental Science

Pieter (B)
Master in Biology, Environmental Law and General Management Sustainable Development Manager

Larisa (Cy)
Bachelors in Law ; Bachelor in Financial Management PHC Franchised Restaurants Public, LTD, assistant manager

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European Seminar on Sustainable Development

Mariette

Iosif

Bettina: holistic vision Carolien: critical enthousiasm

Larissa: concrete

Peter: targeted experience

Pieter: analytical recap

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European Seminar on Sustainable Development

Interaction
discussion Skype

discussion

discussion Google Docs discussion

Defenition
Skype

Research subject
Skype discussion

Research proposal

research
discussion

Skype

analysis

Research report

Google Docs Skype

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European Seminar on Sustainable Development

Sustainable Development
Brundtland defenition + 3 Ps
"Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs.

People Planet - Prosperity

Communication is primordial!
Focus on Wind Energy Federations
Promote and facilitate wind energy How strong is their communication?

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European Seminar on Sustainable Development

Associated Communication Power of Wind Power

A comparison of communication strategies of wind energy federations in Belgium, Germany and Portugal.

Evaluation of effectiveness of communication

Is the communication of the federation tailor made for our target group? Is the federation trustworthy and reliable? How is the quality of the message? Does the communication of the federation gives incentives to behavioral changes?

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European Seminar on Sustainable Development

Theoretical Background
The Shannon-Weaver-Model
Criteria for the effectiveness of communication for The sender The message The receiver

Theory of Planned Behaviour (Ajzen/Fishbein)

Incentives to behaviour change

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European Seminar on Sustainable Development

Assessment Framework

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European Seminar on Sustainable Development

Assessment Framework

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European Seminar on Sustainable Development

Remarks
Subjective element (human factor)
Different persons Different backgrounds Different nationalities

Interpretation: 0, 1 or 0,5 arbitrary choise of criteria

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European Seminar on Sustainable Development

Assessment Framework (BE)

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European Seminar on Sustainable Development

Assessment Framework (BE)

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European Seminar on Sustainable Development

Conclusions Belgium
Flanders: VWEA Wallonia: Apre focus on other stakeholders facilitator

Brussels: only small wind energy generators

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European Seminar on Sustainable Development

Assessment Framework (D)

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European Seminar on Sustainable Development

Assessment Framework (D)

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European Seminar on Sustainable Development

Conclusions Germany
Broad social acceptance => no need to communicate to the public Federations focus = interests of stakeholders Exeption: South Baltic Offshore Energy Regio (SB.OFFER) => also other countries involved

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European Seminar on Sustainable Development

Assessment Framework (P)

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European Seminar on Sustainable Development

Assessment Framework (P)

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European Seminar on Sustainable Development

Conclusions Portugal
APREN: partly government subsidised
Facilitating

VS

ENEOP: big industrial cluster

Other interests/issues?

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European Seminar on Sustainable Development

Comparison BE-D-P
Different countries = different conditions Best scores: Facilitators Germany: large general consent Variety in target groups

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European Seminar on Sustainable Development

Conclusions
Communication tailormade?
Less informative to the public in countries where social acceptance of WE is highest

Communication trustworthy and reliable

More emphasis on pros

Quality of the message

Few unbiased studies to educate the public

Incentives to behaviour change

Improvement needed (interaction)

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European Seminar on Sustainable Development

Conclusions
How do wind energy federations in Belgium, Germany and Portugal communicate their interests to the public?
Depends on existing level of public support Opportunities for open dialogue are lacking

Recommandation
Improve webcommunication for public learning and education

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European Seminar on Sustainable Development

What have we learned

Web-based interaction and communication Open mindset to different backgrounds Theoretical foundation of practical research Developing an assessment framework Insights in Wind Energy (Federations)