Q&A with Kari Hernandez, Chief Strategy Officer at INK Communications
With so much uncertainty at the national level and polarization among U.S. communities, it’s becoming increasingly challenging for companies to connect with their target audiences through national campaigns alone. From energy security to AI infrastructure, companies are finding that while national narratives shape perceptions, it’s regional communication that drives projects forward.
At INK, we’re seeing more and more energy and B2B tech companies focus on regional communications that line up with state policies and regulations, community values, and what’s happening ‘on the ground.’ This shift isn’t a new strategy by any means; it’s a reprioritization. Regional communications strategy has always mattered, but now it’s a business imperative.
To break down what’s behind this regional shift and what energy and B2B tech companies need to know to succeed, we sat down with Kari Hernandez, INK’s Chief Strategy Officer.
The Momentum Shift: Why Regional Now?
What’s driving the increased urgency around regional strategy?
Three big forces are driving urgency for regional communication strategies: local infrastructure demand, state-level decision-making, and public sentiment.
First, demand for local infrastructure is booming. In the U.S., we’re in the midst of a renaissance in infrastructure to support economic growth. Projects such as AI data centers, high-tech factories, battery storage sites, and new transmission lines are being pitched, planned, and developed at a record scale. Infrastructure projects impact people and land in specific geographies, which means companies need communications strategies that reflect the specifics of those regions.
Second, state governments are gaining increasing influence in sectors such as energy and digital infrastructure. Policymakers are stepping in to change regulations and incentives — they can bottleneck some projects and accelerate others. While policy sets the rules, communications can shape how those rules and decisions are understood and supported.
And finally, public sentiment can make or break success.As new projects are announced or companies enter new regions, communities have become more vocal and invested in what gets built in their backyard. Local opposition can derail projects. To win public support, companies must establish local credibility and engage authentically with their communities to foster trust.
Regional Strategy in Energy and B2B Technology
Why are energy, tech, and infrastructure companies shifting to regional activation?
Regional communication strategies are essential because, while national narratives set the tone, regional strategies are what get things done. Companies are realizing that successful projects depend on meeting people where they are, with messaging that reflects local priorities and challenges. Whether the goal is policy approval, workforce engagement, or community buy-in, regionally activated campaigns are essential.
Nowhere is this more evident than here in Texas, where demand for data centers, grid reliability, and economic growth is creating new communication complexity. At INK, we’ve seen an uptick in search trends and client interest in “Texas PR agencies” and regional communications partners specifically, exemplifying the need for more localized storytelling and campaigns.
And we know the impact regional strategies can have. Our work with Enel North America showed how a company can position itself not just as a clean energy supermajor, but as a driver of local economic development and energy resilience in states like Texas and Oklahoma. Similarly, Agoro Carbon’s campaign with farmland communities gained traction because we helped them connect climate action with rural prosperity.
This shift toward regional doesn’t mean that companies should ignore national campaigns — they are still a powerful tool for elevating a brand’s position in the broader market. However, they simply can’t achieve the same level of local trust or project-specific progress.
From National Messaging to Local Impact
How can companies translate corporate strategy into local relevance and community trust?
To translate corporate strategy into local relevance, companies are learning quickly that it’s not enough to simply repeat their high-level story. They need to make it real for the people who live and work in the communities where their projects physically exist. That starts with translating corporate goals into narratives that reflect local priorities, like how a data center supports STEM education or how a renewable project can boost job creation and tax revenue.
But narrative alone isn’t enough. We’re seeing success by helping companies build authentic partnerships with trusted local voices, such as chambers of commerce, community associations, and local or regional media outlets. Companies should also consider tactics beyond ribbon-cuttings, such as hosting town halls, supporting local initiatives, or co-authoring op-eds with community leaders.
Done right, this kind of outreach builds credibility, lowers resistance, and makes it easier for companies to transition from proposal to fruition.
Finding Success with Regional Communications
What strategies and tools help campaigns succeed at the local level?
To succeed locally, companies need a communications strategy tailored to regional priorities and delivered through local channels. At INK, we help clients create tailored materials, such as one-pagers for county officials, project microsites, multilingual newsletters, and targeted updates that speak directly to specific stakeholder groups.
We then activate regional assets across earned, paid, and owned media using a combination of local press outreach, native advertising, geo-targeted social content, and tools like geofencing, localized SEO, and custom audience targeting. These strategies foster familiarity and trust with the influential individuals on the ground, ranging from policymakers to community leaders.
How can companies get started with regional communications?
Ask yourself three key questions:
1. Where are we growing?
2. Who holds influence in those communities?
3. How do we show up in ways that are credible, clear, and collaborative?
If you don’t have those answers yet, we can help.
At INK, we’re actively expanding our Regional Playbook services for data center, technology, energy and infrastructure clients to meet this moment in the U.S. Our trademarked Be There Before® methodology helps clients stand out in crowded, complex markets. It’s our proven framework for fostering lasting partnerships, integrating communications across channels and driving measurable business impacts.
To get started, explore INK’s Regional Playbook services. Let’s build smarter, more strategic communications, one region at a time.
