As demand for AI technology rises, so does the demand for the computing power and data storage that it requires. In the United States, explosive growth in data center construction has been met with an equally combustible reaction from people living in the communities where they are being built. Resistance to data centers and negative sentiment about their impact (and AI in general) are creating a volatile public relations situation for municipalities and developers considering building a data center.
The reason for this controversy has less to do with resistance to AI technology than it does with the lack of a strategic communications strategy. Governments, contractors, and technology firms alike are failing to communicate effectively and involve the public in their decisions and actions, and their laissez-faire approach to planning is backfiring.
The Data Center and AI Controversy
Communities across the United States are increasingly pushing back against the construction of data centers, fueled by environmental, economic, and AI-related questions. Residents are concerned about whether data centers are bad for the environment, both in terms of how construction impacts their communities and the outsized demand for both water and power to operate these facilities. They also question whether hyperscale data centers will raise the cost of electricity even higher as demand outpaces grid capacity.
Data centers face an uphill battle, not only because of the physical, real-world impact of the construction and operation of their facilities, but also because of growing anti-AI sentiment. Ethical and safety concerns about the AI platforms these data centers are being built to support factor into public opinion. Negativity towards and rejection of AI use, not only in the arts but increasingly in advertising and social media marketing, creates a highly volatile environment that makes it difficult to move these projects forward.
How Strategic Communications Can Help Data Center Projects Succeed
The underlying problem facing companies building data centers, and the municipalities deciding their fate, is not new. Government agencies, public utilities, or any large-scale infrastructure or corporate project face similar pushback whenever there is a lack of transparency and trust caused by poor or absent strategic communications. Both technology companies and government agencies need a strategy that:
- Understands their target audience—in this case, the community where a new data center has been proposed—and develops core messages that address their biggest pain points and focuses on potential benefits
- Promotes transparency about the construction, operation, and short and long-term impacts of these projects
- Actively engages the community by prioritizing the messages, channels and frequency that best fit the target audience
- Builds trust through executing a sound strategy over time
The problem is a need for transparency and participation that is often lacking, making it seem as if decision-makers, such as elected officials and CEOs, aren’t truly interested in serving their constituents or community.
Strategic communications is a dialogue where community questions and feedback can be heard and are responded to. It involves clear communication long before projects are brought to municipalities to debate. Municipalities must work towards securing investment, engagement, and ultimately approval from their community. Finally, companies and municipalities should focus on the day-to-day, ongoing marketing and advertising efforts that build a strong foundation for complex, potentially controversial projects.
When municipalities and companies embrace this kind of long-term approach, it creates a foundation of trust, accountability, and understanding. This foundation helps large-scale projects like data centers move forward in a way that addresses concerns and secures community support.
Niki Jones Agency is Your Strategic Communications Partner
Our agency’s long history creating effective, impactful communications and marketing strategies for private companies, municipalities and other public sector clients makes us an ideal partner for large-scale projects like data centers. Whether you are involved in the construction, operation, or oversight of these kinds of projects, our strategic approach can help you engage the community and move projects forward.
Contact us today to discuss the right strategy for your target audience.