66% Support for Battery Energy Storage Through PR

Learn how our research-driven messaging and outreach campaign showed strong support for battery storage in Southern California.

ACP Siting & Permitting panelists WOC | Signal's Andrea Saxenhofer and Cleantech San Diego's Jason Anderson

Background: Cleantech San Diego’s Regional Role

Cleantech San Diego is a member-based business association that positions the greater San Diego region as a global leader in the cleantech economy. The organization fosters collaboration across the private, public and academic sectors, engages in advocacy to advance cleantech priorities, supports energy entrepreneurs through the Southern California Energy Innovation Network and promotes more equitable investment across the region.

Situation: Public Concern and Policy Risk

In late 2024, pressure was mounting at the local, county and state levels to implement siting restrictions for battery storage projects. These restrictions would have resulted in a de facto moratorium on new development.

Cleantech San Diego and its members needed to clearly communicate the safety and benefits of battery energy storage systems (BESS) to local lawmakers, business leaders and residents. The goal was to inform public understanding and influence policymaking with accurate, accessible and credible information.

Solution: Research-Led Education and Design

Cleantech San Diego engaged California PR agency WOC | Signal to lead an education and outreach program centered on original research and evidence-based messaging. The program featured a robust public opinion survey that we supported with carefully researched and relevant safety, environmental and grid reliability data.

Specifically, we:

  • Designed and fielded a statistically valid public opinion survey measuring attitudes toward clean energy and battery storage

  • Developed clear, fact-based messaging grounded in BESS safety, environmental performance and grid reliability data

  • Translated complex findings into simple, accessible outreach materials for policymakers, business leaders and the public

  • Created a cohesive, easy-to-follow branded look and feel to ensure clarity, credibility and consistency across all materials

Our survey of over 850 San Diego County residents, which took place immediately following the Eaton and Palisades fires in Los Angeles as well as the Moss Landing battery fire, found that:

  • 65% support the shift from fossil fuels to renewable energy.
  • 66% support battery storage projects in San Diego County.
  • 57% support battery storage projects in their own neighborhoods.

Most importantly, it established a credible, fact-based counter-narrative to the vocal minority who opposed battery storage while also showing how today’s technology is rigorously tested, designed and deployed with public safety in mind.

Results: Shifting the Narrative on BESS Safety

WOC | Signal paired evidence-based messaging about BESS reliability, clean air benefits, fire safety and economic stability with powerful public opinion survey data supported by a sustained outreach and education campaign for Cleantech San Diego and its membership. Results included:

The strength of our work has resulted in industry stakeholders and associations reaching out proactively to Cleantech San Diego seeking their data or requesting a presentation.

Meanwhile, nearly two years later, the County of San Diego continues to work on developing its updated battery siting and permitting regulations as the industry waits with many important battery storage projects in limbo.

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