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

Promethean Energy had completed a significant decommissioning project in the Matagorda Island area. Photo via Getty Images.

Houston-based Promethean Energy announced this month that it has successfully decommissioned offshore orphaned wells in the Matagorda Island lease area.

Around this time last year, the company shared that it would work on the temporary abandonment of nine orphan wells on behalf of the Department of Interior's Bureau of Safety and Environmental Enforcement, or BSEE, in the area. Promethean is known for decommissioning mature assets in a cost-effective and environmentally sustainable manner.

“Our team is incredibly proud to have completed this critical work efficiently, safely, and ahead of budget,” Steve Louis, SVP of decommissioning at Promethean Energy, said in a news release. “By integrating our expertise, technologies and strategic partnerships, we have demonstrated that decommissioning can be both cost-effective and environmentally responsible.”

The company plans to use the Matagora Island project as a replicable model to guide similar projects worldwide. The project used comprehensive drone inspections, visual intelligence tools for safety preparations and detailed well diagnostics to plug the wells.

Next up, Promethean is looking to decommission more of the estimated 14,000 unplugged wells in the Gulf.

"Building on our strong execution performance, our strategy is to continue identifying synergies with other asset owners, fostering collaboration, and developing sustainable decommissioning campaigns that drive efficiency across the industry," Ernest Hui, chief strategy officer of Promethean Energy, added in the release.

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