Why Good Communication Determines Whether the Energy Transition Succeeds

⚖️📣 Climate action and economic growth only work sustainably when they move forward together.

🌍 For companies in renewable energy, political frameworks are not a minor detail – they are decisive. Climate targets create new markets. Only when policymakers set a clear direction do business models emerge that can thrive economically. Without this reliable framework, many projects stall – along with their potential for innovation, investment, and climate-friendly value creation.

📍A current example: Our client Hy2gen develops and builds facilities worldwide for producing synthetic, hydrogen-based fuels (RFNBOs). But progress in Germany is faltering because the amendment to the greenhouse gas quota law – which is supposed to translate key EU requirements from the RED III directive into national law – is not moving forward.

🧭 This is exactly where our agency operates: at the intersection of politics, media, and business. In young, regulation-dependent sectors such as hydrogen, e-fuels, or green chemicals, the task is not only to monitor legislation but to support it through clear, targeted communication.

💡 As a PR and public affairs agency, our role is to:

– Make complex issues understandable
– Clearly articulate what companies need to deliver
– Honestly address challenges and barriers

📰 Leading media such as Handelsblatt, Frankfurter Allgemeine Zeitung, or Süddeutsche Zeitung are not just platforms for positioning. In a democracy, they also serve as an essential fourth estate.

Effective communication turns technical language into political arguments – and shows why a law is not only necessary but economically meaningful.

🤝 That’s why we always link PR and public affairs – strategically, solution-oriented, and with an eye on the bigger picture.

Many thanks to Klaus Stratmann from Handelsblatt and to Cyril DUFAU-SANSOT, co-founder and CEO of our client Hy2gen, for the insightful and constructive conversations in preparation for the latest Handelsblatt piece on the redesign of the THG quota law.