Communicating during challenging times, what can we learn from the UK’s oil and gas sector
By Jamee Kirkpatrick, Senior Account Director
Communicating through challenging times
Times are undeniably tough for those operating in and around the oil and gas sector in the UK right now. Whether directly impacted by the Energy Profits Levy (EPL) or indirectly feeling the consequences of reduced spending and investment hesitancy, the challenges are mounting. But this is not an industry unfamiliar with adversity.
From past oil price crashes to the broader downturns that have reshaped the sector, oil and gas businesses have long demonstrated an ability to navigate volatile markets and challenging times. The industry has withstood the financial crisis of 2008, followed by the oil and gas downturn of 2014, waves of regulatory change, shifts in private investment and, more recently, the seismic impact of COVID-19. Through it all, resilience and adaptability have been key.
Investing in communications leads to bigger, strong brands
Now, with uncertainty looming, it is tempting to retreat into survival mode – cutting budgets, scaling back investment and putting non-essential spending on hold. But history tells us that companies that continue to invest, particularly in brand, marketing and communications, emerge stronger and better positioned when conditions improve.
Bigger market share
When competitors pull back, a gap in the market opens. Businesses that maintain a visible and strategic presence can seize the opportunity to strengthen their position, ensuring that when customer demand rebounds, they are front of mind. For oil and gas companies, this is especially critical as supply chain disruptions, shifting policies and geopolitical dynamics continue to reshape the industry landscape. Investing in communications during downturns allows companies to demonstrate leadership, stay relevant and ultimately gain market share.
Faster recovery
Economic and industry downturns are cyclical. Those who continue to engage their audiences and reinforce their value proposition are better placed to accelerate recovery when the market turns.
In oil and gas, where project lead times are long and investment cycles can span decades, consistent messaging ensures that when capital flows return, businesses are positioned as stable, forward-thinking partners. Strong branding and consistent messaging ensure that when investment returns and spending increases, businesses are primed to benefit immediately rather than playing catch-up.
Stronger, more resilient brand
Brand strength is not just about visibility – it’s about trust and credibility. Companies that continue to tell their story, engage stakeholders and reinforce their commitment to innovation and sustainability stand to build deeper relationships. For oil and gas businesses, this is especially relevant as they navigate the balance between traditional operations and the imperative to decarbonise. In today’s energy transition, perception and reputation play a critical role in shaping future opportunities.
The future of the North Sea: diversification and energy transition
The North Sea has long been the backbone of the UK’s oil and gas industry, but its future is now inextricably linked to the energy transition. With major operators committing to decarbonisation and new investment flowing into offshore wind, carbon capture and hydrogen, the basin is evolving into a hub for low-carbon energy. Companies that position themselves as active players in this shift – whether through emissions reduction, technology innovation or diversification into renewables, will not only future-proof their business but also shape the next phase of the North Sea’s development.
Maintaining a strong communications strategy is key to this transformation. Whether securing investment, engaging stakeholders or building public confidence, businesses must articulate how they fit into the North Sea’s changing landscape. Oil and gas firms, in particular, need to demonstrate their role in enabling the energy transition. Those that do will set themselves apart and be recognised as leaders in the new energy era.
So, at a time when the industry is under intense scrutiny, the need for clear, consistent and proactive communication is more important than ever. The businesses that continue to invest in their brand and market positioning now will not only endure the current challenges but will emerge stronger, more competitive and ready to thrive in the next chapter of the energy sector’s evolution.
Here at Aspectus we have an extensive track record supporting businesses across the oil and gas sector, from field development and commissioning, to production, intervention and P&A. Talk to us today about how we can help you to navigate the rough seas that we’re facing right now.
Key Takeaway Section (Q&A):
- Q: How can oil and gas companies navigate tough times?
A: By continuing to invest in communication and brand marketing, companies can strengthen their position, gain market share and build resilience.
- Q: Why is it important to invest in branding during a downturn?
A: Companies that keep their brand visible and relevant are better placed to recover faster when market conditions improve. - Q: How can companies future-proof their business in the evolving energy sector?
A: By engaging in the energy transition, including decarbonisation and diversifying into renewables, companies can adapt to new market demands and stay competitive.
