Case Study: Energy Transition Messaging – Black & Veatch
Year: 2021–2022
Role: Social Media Manager (Enterprise Communications)
The Challenge:
Black & Veatch, long associated with coal-fired power projects, was preparing to formally signal its shift toward renewable energy, decarbonization, and grid modernization. This required coordinated communication across the company—externally and internally—to ensure the message was credible, technically grounded, and consistent across audiences ranging from customers and policymakers to employees and longtime coal-sector partners.
The Solution:
As Social Media Manager, Randall Skach helped develop and execute the communications campaign leading up to and during the announcement. Key responsibilities included:
Building renewable- and nuclear-focused messaging frameworks with enterprise communications
Developing social content promoting new energy technologies, including SMRs, hydrogen, and advanced grid solutions
Coordinating with C-suite executives to plan and draft their personal LinkedIn posts aligned with the announcement timeline
Supplying employees and all business units with approved messaging toolkits, graphics, and assets to ensure coordinated amplification
Supporting SME and executive visibility across speaking events, earned media, and industry forums
The Result:
Content tied to the energy transition significantly outperformed legacy energy content on LinkedIn, especially among engineering, procurement, and policy audiences. The nuclear white papers drove measurable inbound leads for the energy business. Companywide participation—including executive posts—helped amplify the announcement and reinforce Black & Veatch’s commitment to clean energy markets.
Impact:
The campaign contributed to reframing Black & Veatch from a coal-era engineering firm to a credible infrastructure partner in the global energy transition. It demonstrated how coordinated communications, executive enablement, and gated technical content can support strategic change in a legacy-heavy industry.
Official announcement of Black & Veatch’s historic move from coal to renewable energy projects.
Downloadable white paper as part of Black & Veatch’s paid and organic lead generation social media campaign.