Project Summary
Elering prepared for the February 2025 synchronization of the Estonian, Latvian, and Lithuanian electricity grids with the Continental European frequency area to achieve complete energy security independence from Russia's electricity system. This was the final step of regaining independence, meaning taking full control of Estonia's electricity system and cooperating with Europe.
This was a multifaceted communication project that explained the complex energy security topic to the public, calmed fears regarding possible power outages or Russian sabotage, and ensured broader understanding of what activities we had already undertaken to ensure the system's functioning.
Situation Analysis
- Balance technical confidence and security policy caution in communication following the EstLink 2 incident
- Elering led, together with Latvian and Lithuanian colleagues, the February 2025 disconnection of electricity grids from Russia's electricity system and connection to the Continental European frequency area.
- The communication goal was to achieve societal support and emphasize the main message: this is the final step of regaining independence, through which we achieve energy security independence from Russia's electricity system.
- This was a multifaceted communication project that explained the complex topic of desynchronization and synchronization to the public, mitigated fears regarding possible power outages or Russian sabotage, and demonstrated Elering's role as an energy expert leading the process.
Objectives:
- Explain to electricity consumers the importance of synchronization in ensuring energy independence and security
- Dispel fears regarding possible power outages, while simultaneously supporting overall crisis preparedness growth
- Demonstrate the importance of Elering's work and contribution in ensuring Estonia's energy security
- Communicate this as a historical event – cutting the last tie with Russia
- Present the technical aspects of the process to increase public awareness and trust in the process
- Explain what this means for electricity consumers and market participants and what changes it brings
- Raise awareness among essential service providers about the synchronization process, potential risks, and necessary preparedness
- Find balance between state crisis preparedness communication and Elering's trustworthy message
Target Groups
- Electricity consumers (both private customers and businesses)
- Essential service providers (hospitals, water supply, telecommunications, transport, etc.)
- Electricity producers and market participants
- State and security institutions
- Neighboring countries' system operators (Latvia, Lithuania, Poland)
- International partners (European system operators' umbrella organization ENTSO-E, European Commission)
- Media and opinion leaders who shape public discourse on security issues
- General public
Action Plan
- May-June 2024
- Creating communication strategy and developing messages.
- Viru synchronous compensator opening event.
- Journalist briefing together with the Ministry of Climate.
- Creating background with opinion articles.
- July-October 2024
- Notification of unilateral contract termination and Baltic countries' joint letter to Russia.
- Communication about launching new reserve markets
- November 2024
- Journalist briefing
- Information session for market participants and cooperation partners.
- December 2024
- Communication about the completion of the second Estonia-Latvia connection.
- Launching crisis communication following the Estlink 2 incident.
- January-February 2025
- Intensive pre-communication about the upcoming synchronization.
- Continuous communication flow about the entire process on February 8-9.
Results
- Increased awareness: Through the use of various channels, public awareness of the importance of energy security increased significantly. Understanding of the process, its importance, and support grew
- Positive media coverage: The topic received extensive coverage in all Estonian media channels, mainly with neutral or positive tone
- Real-time coverage: The synchronization process was covered in online media in real-time, which was an achievement in itself for a technically complex and visually mundane topic
- Elering's image: Elering's image as a reliable guarantor of energy security strengthened significantly
- International recognition: The Baltic countries' cooperation in this project received positive international recognition (including New York Times Square)
- Narrative alignment: We achieved a situation where both Elering's messages about synchronization safety and the state's messages about crisis preparedness existed for the public in parallel and complementarily, ultimately not contradictorily
- Essential service providers' readiness: All essential service providers were thoroughly prepared by the time of synchronization, and risk mitigation measures were implemented
Summary
Estonia's electricity grid synchronization with Europe was the final step in the energy security chapter of regaining independence. This allowed us to leave behind the dependency relationship with Russia's electricity system and join the European energy system completely.
A particular challenge was the need to find balance between Elering's message "synchronization is safe" and the state's message "be prepared for crises, including power outages." Additionally, after the EstLink 2 incident in December 2024, we had to find a way to balance technical confidence and security policy caution. Through a well-thought-out communication strategy, we managed to successfully combine these seemingly contradictory messages while maintaining public trust.
The project demonstrated how a complex technical process can be explained to the public in a way that builds trust, mitigates fears, and brings out the broader security dimension, even when other potentially conflicting narratives exist in parallel. It also demonstrated how to respond to unexpected incidents without losing core messages, but adapting them according to the situation. In cooperation with various stakeholders, we succeeded in achieving a change of historical importance for Estonia's energy security, through which all Estonian electricity consumers are now part of European common values also at the electricity system level.