Situation analysis
Elering was preparing for the synchronisation of the electricity grids of Estonia, Latvia and Lithuania with the Continental European frequency area in February 2025, with the aim of achieving full energy security independence from the Russian electricity system. This marked the final step in Estonia’s post independence transition, meaning full control over its electricity system and integration with Europe.
The project required a multifaceted communication approach: explaining a complex energy security topic to the public, addressing concerns about potential power outages or Russian sabotage, and ensuring a broader understanding of the measures already taken to guarantee system reliability.
Objectives
- Explain to electricity consumers the importance of synchronisation in ensuring energy independence and security.
- Reduce fears of potential power outages while at the same time supporting increased overall crisis preparedness.
- Highlight the importance of Elering’s work and contribution to Estonia’s energy security.
- Position the synchronisation as a historic milestone, the final disconnection from Russia.
- Explain the technical aspects of the process to increase public awareness and trust.
- Clarify what the changes mean for electricity consumers and market participants.
- Increase awareness among providers of critical services about the synchronisation process, potential risks and required preparedness.
- Balance national crisis preparedness messaging with Elering’s role as a trusted and reliable source.
- Maintain a balance between technical confidence and security related caution in communication following the EstLink 2 incident.
Target Groups
- Electricity consumers, both private and business.
- Providers of critical services such as healthcare, water supply, communications and transport.
- Electricity producers and market participants.
- Government and security institutions.
- Neighbouring system operators in Latvia, Lithuania and Poland.
- International partners, including ENTSO E and the European Commission.
- Media and opinion leaders shaping public discourse on security issues.
- The wider public.
Communication Strategy and Action Plan
- Communication activities were divided into several phases to ensure a consistent and clear flow of information throughout the process.
- In May and June 2024, the focus was on developing the communication strategy and key messages. Key activities included the opening event of the Viru synchronous compensator, a media briefing organised together with the Ministry of Climate, and building background awareness through opinion articles.
- From July to October 2024, communication moved towards more concrete developments and decisions. The public was informed about the unilateral termination of the agreement and the joint letter from the Baltic states to Russia. The launch of new reserve markets was also communicated.
- In November 2024, a media briefing was held and an information session was organised for market participants and partners to ensure awareness and preparedness across stakeholders.
- In December, communication focused on the completion of the second Estonia Latvia interconnection. Crisis communication was also activated following the EstLink 2 incident to keep the public and stakeholders informed.
- In January and February 2025, intensive pre communication focused on the upcoming synchronisation. During the culmination of the process on 8–9 February, a continuous and real time flow of communication was ensured to keep the public informed throughout the event.
Results
- Increased awareness: Public awareness of the importance of energy security increased significantly across different channels. Understanding of the process, its importance and public support all grew.
- Positive media coverage: the topic received extensive coverage across all Estonian media channels, mostly in a neutral or positive tone.
- Real time coverage: the synchronisation process was covered live in online media, which was a notable achievement for a technically complex and visually abstract topic.
- Elering’s reputation: Elering’s image as a reliable guarantor of energy security strengthened significantly.
- International recognition: the cooperation between the Baltic states received positive international recognition, including visibility at Times Square in New York.
- Aligned narratives: we achieved a balance where Elering’s messages about the safety of synchronisation and the state’s messaging on crisis preparedness coexisted in public communication, complementing rather than contradicting each other.
- Preparedness of critical service providers: all providers of critical services were thoroughly prepared by the time of synchronisation, with risk mitigation measures fully implemented.