comms 101

Houston expert on importance of messaging when scaling an energy transition company

Kelsey Hultberg, executive vice president of corporate communications and sustainability at Sunnova Energy, joins the Houston Innovators Podcast. Photo courtesy of Sunnova

Several years ago, Kelsey Hultberg decided to make a pivot. Looking for a role with career growth opportunities, the communications professional thought she'd find something at an oil and gas company, but then she met John Berger, founder and CEO of Sunnova, who was looking for someone to stand up their communications team amidst the solar energy company's growth.

"He hooked me," Hultberg shares on the Houston Innovators Podcast. "He said, 'I've got big plans for this company. I see where this energy industry is going, I see that we're prime for a transition, and I want to take this company public.' And I started a few weeks later."

Hultberg has been telling the story for Sunnova — which equips customers with solar and storage technology, providing them with energy independence — ever since, through scaling, new technologies, and its IPO in 2019.

Each phase of the company represented different challenges for Hultberg and her communications team. As she explains on the podcast, consistently conveying a strong message is key in any industry, but especially energy.

"Communication is critical," Hultberg says, "having a strategy and really being able to articulate who you are, what you stand for, what is your mission, what is your vision — and really beyond that, what is your strategy for how you move forward. ... You can never say the same thing to the same people too many times, especially when you're a company that some people have never heard of before."

And while there's a unique challenge to communications for energy transition companies, Hultberg says she views it as a huge opportunity as long as you have the right structure in place.

"Of course communications and being as strategic as possible with the story that you're telling and the narrative that you're weaving for your different audiences, but then you layer on an industry that's rapidly changing and is tumultuous at times," she says. "Being able to come back to the core mission and values is really incredible."

Hultberg says that when she originally joined the team in 2017, she thought a solar energy company in Houston was an interesting choice — and it was. Texas was not one of Sunnova's biggest markets at the time, Hultberg explains, but things are different now.

"Over the last couple of years, especially after Winter Storm Uri, where you saw a lot of people go without power. ... We had a lot of customers say, 'That can't happen again,'" she says. "You're seeing the adoption and uptick in solar in storage because they are looking for grid reliability and affordability and they aren't getting it from their utility providers."

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This article originally ran on InnovationMap.

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A View From HETI

Researchers have secured $3.3 million in funding to develop an AI-powered subsurface sensing system aimed at improving the safety and efficiency of underground power line installation. Photo via Getty Images

Researchers from the University of Houston — along with a Hawaiian company — have received $3.3 million in funding to explore artificial intelligence-backed subsurface sensing system for safe and efficient underground power line installation.

Houston's power lines are above ground, but studies show underground power is more reliable. Installing underground power lines is costly and disruptive, but the U.S. Department of Energy, in an effort to find a solution, has put $34 million into its new GOPHURRS program, which stands for Grid Overhaul with Proactive, High-speed Undergrounding for Reliability, Resilience, and Security. The funding has been distributed across 12 projects in 11 states.

“Modernizing our nation’s power grid is essential to building a clean energy future that lowers energy costs for working Americans and strengthens our national security,” U.S. Secretary of Energy Jennifer M. Granholm says in a DOE press release.

UH and Hawaii-based Oceanit are behind one of the funded projects, entitled “Artificial Intelligence and Unmanned Aerial Vehicle Real-Time Advanced Look-Ahead Subsurface Sensor.”

The researchers are looking a developing a subsurface sensing system for underground power line installation, potentially using machine learning, electromagnetic resistivity well logging, and drone technology to predict and sense obstacles to installation.

Jiefu Chen, associate professor of electrical and computer engineering at UH, is a key collaborator on the project, focused on electromagnetic antennas installed on UAV and HDD drilling string. He's working with Yueqin Huang, assistant professor of information science technology, who leads the geophysical signal processing and Xuqing Wu, associate professor of computer information systems, responsible for integrating machine learning.

“Advanced subsurface sensing and characterization technologies are essential for the undergrounding of power lines,” says Chen in the release. “This initiative can enhance the grid's resilience against natural hazards such as wildfires and hurricanes.”

“If proven successful, our proposed look-ahead subsurface sensing system could significantly reduce the costs of horizontal directional drilling for installing underground utilities,” Chen continues. “Promoting HDD offers environmental advantages over traditional trenching methods and enhances the power grid’s resilience.”

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