Communication Strategy

Embarking on a critical interim tariff consultation, the Public Utilities Regulatory Commission (PURC) of Grenada needed to move beyond a standard public hearing. The challenge was twofold: to demystify complex regulatory and tariff concepts for a diverse public and to strategically position the Commission as a proactive champion for consumer protection and Grenada’s renewable energy transition. This required a communications strategy that could build trust, foster genuine engagement, and lay the groundwork for PURC’s future expanded mandate.

Lexical Creations was engaged to develop a comprehensive Communication Strategy and Implementation Plan. The methodology was built on a foundation of strategic storytelling and audience segmentation:

1. 1. Audience Mapping & Message Distillation: We identified key stakeholders—from the general public and students to independent power producers (IPPs) and the media—and crafted key messages designed to reach them all. Complex ideas like tariff structures and regulatory oversight were translated into clear, relatable benefits (e.g., fairness, sustainability, and consumer rights).
   2. Multi-Channel Campaign Conceptualisation: We designed a phased rollout to avoid audience fatigue and maximise impact. The strategy integrated:
      • Digital & Social Media: Creative conceptualisation for graphics and copy that simplified information into digestible formats (infographics, fact sheets, etc.).
      • Traditional Media: Press releases, media engagements, and more to ensure credible, widespread reach.
      • Public & Stakeholder Engagement: A schedule of in-person consultations, school visits, webinars, and live Q&A sessions to facilitate two-way dialogue.
   3. Future-Proofing the Brand: The strategy was intentionally designed not just for the immediate consultation but to build a lasting communications framework. It included initiatives to prepare the public for PURC’s anticipated expanded role into water and sewerage, establishing a consistent voice of authority and transparency.

• Comprehensive Communication Strategy & Implementation Plan: A detailed roadmap with phased activities, timelines, and measurable objectives.
• Copywriting: Persuasive, informative, and audience-appropriate copy for a suite of materials across channels, ensuring message consistency.

TAPSEC, a regional programme funded by the EU and Germany, was driving critical work in sustainable energy policy across CARIFORUM nations. However, its highly technical reports and project outcomes needed to resonate beyond a specialist audience. The challenge was to bridge the gap between complex project deliverables and the need for broad regional awareness, making the case for sustainable energy accessible, compelling, and urgent for governments, businesses, and citizens alike, while also raising awareness of the brilliant work being executed by the TAPSEC team.

Lexical Creations was engaged as a corporate communications consultant and lead copywriter, tasked with building a cohesive narrative across the region. The approach focused on storytelling:

1. Audience-Centric Translation: We reviewed extensive technical documentation from TAPSEC and its partner, the Cli-RES project, and conducted multiple interviews with project experts to extract the core human and economic benefits: energy security, cost savings, and climate resilience.
2. Unified Multi-Platform Narrative: We developed a consistent messaging framework that could be adapted for various channels and audiences, ensuring that all audiences would receive the same core message in an appropriate tone and format.
3. Content Ecosystem Development: We created a comprehensive archive of engaging content designed to live beyond the project’s lifecycle, establishing TAPSEC as an effective engagement in the Caribbean energy space.

• Digital Copywriting: Engaging web copy for landing pages, blog articles, and infocards that simplified policy successes into relatable stories.
• Social Media Campaigns: Conceptualisation and copy for campaigns that drove awareness and engagement across platforms.
• Traditional Media & PR: Press releases, feature articles, and speeches that positioned TAPSEC’s work within broader regional economic and environmental discussions.
• Scriptwriting: Creative conceptualisation and scripts for video content, translating technical achievements into compelling visual narratives.
• Feature Writing: A legacy magazine chronicling TAPSEC’s efforts towards and impact on the Caribbean’s sustainable energy transition.

The Ministry of Finance, a technically complex institution responsible for stewarding the nation’s economy, struggled with a significant communications gap. Its important work on fiscal policy, budgets, and economic initiatives was often inaccessible to the public and media, perceived as opaque and overly technical. The Ministry lacked a modern digital presence and a unified strategic plan to guide its communications across its 17 diverse divisions.

Hired to manage the Corporate Communications Unit, I initiated a transformation focused on clarity, consistency, and public engagement:

1. Strategic Foundation: Developed the Ministry’s first-ever Strategic Corporate Communications Plan. This plan served as a master roadmap, identifying key audiences, setting clear objectives, and establishing protocols for message consistency across all divisions and channels.
2. Digital Modernisation: Championed the upgrade and launch of the new Ministry website, moving it from a static repository of documents to a dynamic platform for public engagement. This included introducing contemporary content management practices.
3. Content Innovation: Introduced new digital communications practices, conceptualising and designing social media campaigns and web content that translated dense fiscal matters into clear, citizen-focused benefits and explanations.

• Strategic Corporate Communications Plan: A comprehensive document outlining mission, vision, key messages, channel strategy, and crisis protocols.
• Website Redevelopment & Management: Oversaw the technical upgrade and led the ongoing content strategy to keep the site current and engaging.
• Digital Content Creation: Social media campaign concepts, copy, and graphics that broke down complex topics like national budgets into digestible information.
• Leadership: Managed a team to ensure consistent implementation of the new strategy across the Ministry’s extensive portfolio.