Data centers power nearly every aspect of modern life—from streaming movies and processing online payments to supporting the rise of artificial intelligence. However, as their presence and energy demands grow, so does public attention and regulatory pressure. For an industry that traditionally strived to stay behind the scenes, it’s time to step into the spotlight, and that’s where public affairs comes in.
In the Infancy of Public Awareness
In many ways, data centers today are where renewables were a decade ago. Back then, solar and wind projects were novel, and most people didn’t have strong opinions about them simply because the technology was unfamiliar and experience was limited. But a lot has changed. Over the past ten years, communities and landowners have seen firsthand the economic benefits of hosting a renewable energy project—new jobs, lease payments, and infrastructure upgrades. Data centers are now entering that same phase of visibility and scrutiny. It is a must to be there early to guide that narrative, rather than play defense later.
The Flashpoints & Opportunities
One of the biggest flashpoints is energy use. Data centers require a staggering amount of electricity, and with AI workloads driving demand even higher, utilities, regulators, and environmental groups are starting to ask tough questions. Having a public affairs team in place means being prepared to clearly explain water needs, energy use, and procurement, advocate for grid investments, and demonstrate how this infrastructure can support, not hinder, clean energy goals.
Local communities are also becoming more organized and engaged. As new data centers pop up across the country, residents want to know how these massive buildings will affect their neighborhoods. Neighborhoods are organizing over concerns about water usage, traffic, noise, and land. Companies engaging early and honestly, turning skepticism into support by emphasizing community benefits, job creation, and long-term investment, are important.
Policy and permitting processes are also becoming more complex. State and federal rules are evolving rapidly, and the difference between a green-lit project and a stalled one often comes down to whether the developer is effectively communicating with policymakers and aligning with local priorities.
Why Now is the Time for a Strategic Public Affairs Gameplan
Reputation is another critical piece of the puzzle. With more companies competing for building sites and grid access, those with a strong public image have a clear advantage. Public affairs isn’t just about damage control—it’s about building a brand that is recognized, respected, and welcomed by stakeholders at every level.
In short, public affairs helps data centers go from being tolerated to being valued. It’s the difference between walking into a public meeting as a stranger or as a trusted partner. And in today’s environment, where infrastructure, climate, and community interests intersect more than ever, that trust can make or break a project.
-Kayla Christensen
Connect with Kayla on LinkedIn.