| Title | From Infrastructure to Conversation: A Case Study on Veitur’s Rebrand and Stakeholder-Led Communication Strategy |
|---|---|
| Authors | Sólrún Kristjánsdóttir, CEO, Rún Ingvarsdóttir, Communication Officer |
| Year | 2026 |
| Conference | World Geothermal Congress |
| Keywords | |
| Abstract | This case study explores how Veitur, Iceland’s leading utilities company, made public dialogue and stakeholder engagement a strategic pillar in its rebranding and geothermal project development. In a context where the success of geothermal deployment increasingly depends on social acceptance, trust, and transparency, Veitur recognized the need to move beyond technical excellence and into cultural and communicative fluency. At the heart of the transformation was a comprehensive stakeholder analysis that mapped out expectations, concerns, influence, and trust across a broad range of actors—including municipalities, citizens, environmental groups, and regulatory agencies. This analysis became the blueprint for a company-wide communication and engagement strategy designed not only to inform but to build lasting partnerships. Key elements of the journey include: Rebranding to reflect Veitur’s accessibility, environmental commitment, and social role. Shifting from technical jargon to shared narratives and emotionally resonant language. Community dialogue platforms, enabling proactive two-way engagement early in project lifecycles. Integration of ESG and social economics into project planning, including frameworks for managing expectations, land use transitions, and compensation. Internal capacity building, training staff across all departments to engage as community listeners and ambassadors, not just technical authorities. Case examples include geothermal and district heating expansion, water source protection in contested areas, and transparent communication during infrastructure upgrades. This study offers practical insights for utilities and geothermal developers: how to embed stakeholder engagement into operations, reshape organizational culture, and treat communication not as an accessory—but as core infrastructure for sustaining the social license to operate. |