español Strategic communication as a social catalyst in the energy transition of urban transport

Abstract

This study analyzes the impact of outreach activities implemented by local institutions on public perception of the energy transition in urban transportation in Sancti Spíritus, a city located in central Cuba. It is based on a mixed-methods, sequential, and explanatory design. The study focused on two key populations: the general adult population residing in the city's eight urban districts and a group of strategic institutional and community stakeholders. A content analysis of outreach materials was conducted, along with 30 semi-structured interviews with key stakeholders and four focus groups with citizens. The findings revealed excellent acceptance and a positive perception of electric vehicles, but communication efforts have been insufficient to address the population's strategic concerns. The study concludes that communication strategies need to highlight narratives of a clean, equitable, and sovereign transportation system for the entire province, in order to influence the transition from a decreed project to a shared future.

Keywords: Strategic communication; Energy transition; Public perception