Nord Stream Stakeholder Management for a Transboundary Offshore Project >

Transcription

1 Nord Stream Stakeholder Management for a Transboundary Offshore Project > Jens D. Müller, Deputy Director Communications Nord Stream AG RGI Offshore Workshop Stakeholders perspectives on offshore grids and the marine environment June 27-28, 2013 Bergen, Norway

2 Agenda > 1 Challenges 2 3 Strategy How to Deal with the Challenges Implementation of the Strategy Practical Examples 4 Summary 2

3 Energy Infrastructure for Europe > Nord Stream > Two parallel offshore pipelines of 1,224 km through the Baltic Sea > Transport capacity 55 bcm per year > A direct link between Russia s vast proven gas reserves and the European Union > An additional route complementing existing network and other planned pipelines Gas transported by Nord Stream can > Provide 26 million European households with energy > Make a substantial contribution to EU climate protection goals > Supply consumers in a secure and reliable way since

4 Nord Stream in 150 Seconds A Quick Introduction > 4

5 Challenges Issues of Respective Stakeholder Groups, Political Discussions, Negative Media > Technical Commercial Permitting Communications Financing Environment Time 5

6 Technical & Commercial Challenges > Technical challenges: > Longest offshore pipeline with highest wall-thickness so far, but without any intermediate compressor station > Challenging pipe laying process due to size and weight of the pipes > Smart systems and solutions were needed to develop a successful logistics system Technical challenges lead to commercial challenges: > Enormous amounts of steel to be purchased > Companies and partners specialised on pipe laying to be contracted at a very early stage > Project launch in 2006 (before Financial Crisis) and strong competition with other planned projects > Commitments and start of production without guarantee of national permits for the pipeline Challenging financial situation: > 7.4 billion euro project budget to be secured > This budget to be entirely privately financed 6

7 Challenges Permitting, Environment & Communications > Time-driven permitting process > 5 countries to grant necessary national permits for construction > 9 Baltic Sea states involved in biggest international consultations so far > Positive results mandatory for realising the project Environmental challenges > 1,224 km route to be determined > Evidence on low environmental impact of construction and 50 years of operation to be gathered Open & transparent communications needed > 13 countries to be recognized in communications > Appropriate approach for various target audiences 7

8 Initial Mistrust > 8

9 Strategy How to Deal with the Challenges > 9

10 Implementing Three Principles > Meticulous Compliance & Permitting Open Dialogue & Transparency Clear Organisation / Structure & Precise Projectmanagement 10

11 Top Priority: Understand the Stakeholders > Countries 9 Baltic Sea Countries EU-Authorities Receiving Countries (e.g. France, UK, The Netherlands) Target Audiences / Stakeholders Authorities Governments, Parliaments, EU-Commission, European Parliament NGOs, Think Tanks, Associations, Public Institutions Affected Parties (e.g. fishermen, ship-owner) Contracting Partners Media General Public, affected by the Pipeline (e.g. at coastal areas, close to logistical hubs) A clear and structured analysis helps to understand each stakeholder s needs 11

12 Top Priority: Understand the Stakeholders (Cont.) > > Nord Stream s outreach efforts engaged with 8,041 individual stakeholders from 62 countries > Heterogeneous stakeholders: Political: embassies, EU institutions, international organisations, national governments & ministries, national parliaments, regional & local authorities 3 rd sector and private enterprise: NGOs, private companies, industry associations, shareholders, suppliers and partners, think tanks and research agencies Interested or involved private citizens 12

13 The Permitting Process: Nine Baltic Sea States Participated in International Consultations > Parties of Origin: Affected Parties: 16 Espoo consultation meetings and 25 public hearings held April November February November November March June 16 June Notification of Affected Parties by Parties of Origin Route Statement Document submitted for public review Submission of the Espoo Report to national authorities in the Baltic Sea states Final Espoo consultation meeting Closure of Espoo Process Application of Espoo Convention by Parties of Origin First public participation period S-Route Statement Document submitted for public review Second public participation period 13

14 A Convincing Point: Presenting Alternatives > > Local needs and stakeholder concerns were adressed in consultation and taken into account in planning the route > All offshore route alternatives assessed against environmental, social, socioeconomic and technical criteria > For example, in the Gulf of Finland, Nord Stream proposed multiple route alternatives, including 2 around Gogland and 2 around the Natura 2000 area Kalbådagrund > Nord Stream route optimised in five areas to ensure the least environmental impact and take all concerns into account Optimisation of the pipeline route in the Gulf of Finland: The green route limited the requirements for rock placement & the environmental impact 14

15 In-depth Issue Management for Further Understanding > Identification of Issues > Representative Polls in all Baltic Sea States (1,000 persons per country) > Daily media monitoring of Nord Stream > Feedback from talks with organisations and institutions (by all Nord Stream task forces / teams) Background of Issue Management > An internal knowledge-pool with background information on more than 60 key topics > Q&A catalogue on more than 160 pages on 12 topics > Brochures, pamphlets on relevant topics (understandable for laymen) Issue Management Office > Compilation, registration, response and documentation of all received requests / questions Example: autumn 2008-autumn 2009: 350 cases (requests by institutions and private persons, excl. media requests) to be filed in 1,200 sub-cases > Translation into 5 languages, professional evaluated and answered with material from knowledge pool or other expert-dossiers > Standard process time: 1 day for complaints and media requests, up to two weeks for complex requests by institutions (incl. consultation of experts or legal department) > Approximately 1,200 issue-relevant media requests per year 15

16 Issue Management Work Flow at a Glance > Registration New Request Issue Management Office 1 st Level Issue Management Office 2 nd Level Known answer New Statement V Modify Statement V Quality Assurance Delete Statement no Generate Answer Quality Assurance Quality objectives achieved? no yes Issue Management Office 1 st Level controls reaction times Issue Management Office 2 nd Level ensures all necessary parties are involved in order to produce a comprehensive response Specialist Departments External Bodies Task Forces Work Group Communications Legal yes Response Issue Management Office 1 st Level Answer sent 16

17 All Required National Permits Received in Due Time for Start of Construction in April 2010 > June 02 Oct 20 Oct 05 Nov 18 Dec /28 Dec 12 Feb 26 Feb/19 Aug Water Permit received Construction Permit granted Construction Permit granted Water Permit granted Munitions clearance Permit obtained EEZ Permits granted First and second Construction Permit granted Re-routing in German waters approved 17

18 Open Dialogue & Transparency: Communications Strategy Reacts to Critical Surroundings > Challenges Strategy Precise focus on target audiences Develop central messages Spread information wide Undermine negative arguments at an early stage Avoid defensive approach Control discussion Transparency Understanding Dialogue Acceptance Active communications in all key countries Target audience Regional & local activities (example Sweden) Stockholm Gotland South of Sweden 18

19 and Creates the Right Political Background> > Controlled via Zug Headquarters > Regular exchange of information with institutions, governments and parliaments in Baltic Sea States Shareholder Countries Receiving Countries > Furthermore contact programmes with European Parliament USA > Not to forget a broad Issue- Management and Media- Monitoring! 19

20 Tailor-made Dialogue in Countries > > Analysis: Insight (via Issue-Management) Pure Russian or German-driven communications does not work! Regional and local fears and needs have to be taken seriously and answered appropriately > Solution: Tailor-made communications Local communications teams and native presence in countries (native speakers, usage of network, avoid cultural misunderstandings) > Perspective / Aim: Establish structures and gain acceptance Adaption and translation of all communications material into respective languages Establishment of supporters club 20

21 Specialized Team Members for Key Accounts and Regions > > Committed team with approximately 160 employees from 20 nations Key functions covered by personnel from shareholders Project experts from the international market Local Swiss staff for corporate functions > Task forces create synergies by working across different departments Country specific task forces (DE, DK, SE, FI, RU) Task specific task forces (landfall dry/wet part, etc.) Task force structures improve processes and information flow and enable coordinated support 21

22 This image cannot currently be displayed. Example Key accounts Communications Communications Strategy/ Coordination Russia Communications Director Project Controller Team Assistant Deputy Communications Director Cross- Activity Coordination Project Manager Media Project Manager Events Project Manager Corp. Publ. Project Manager Issues Project Manager PA Manager for Baltic and Nordic Org. Project Manager Internal Com Cross-Country Coordination Project Manager Russia Project Manager Finland Regional Advisor Baltic States Project Manager Germany Project Manager Sweden Head of EU Representation. 22

23 Example Germany: Strong Combination of Experience & Multidisciplinary Background > x x Years of Experience Number of People Project Lead Germany Project-Controlling Engineering Public Relations 26 People from 6 countries Long-term working experience Measuring Environment Permitting Legal Controlling ofconstruction Inspection Engineering Companies, Environmental Advisors, Legal Advisors, Construction Companies, Monitoring Companies 23

24 Implementation of the Strategy Practical Examples > 24

25 Comprehensive Environmental Monitoring During Construction and Operation > > For agreed route, Nord Stream has prepared five tailored national environmental monitoring programmes > Monitoring and analysis of potential impact of 16 scientific subjects during construction and operation and of recovery of the environment after construction > About 1,000 sampling locations along the route > Involving 22 renowned companies with an overall investment of over 40 million euros > Results from 2010 and 2011 show no unexpected environmental effects Physical and chemical environment RU FI SE DK DE Water quality + +/ Seabed sediment + +/ /+ Hydrography and seabed topography + + +/+ +/+ + Onshore soil + Landscape and topography + + Air quality + Noise Biological environment Fish +/+ +/+ +/+ +/+ Birds +/+ +/+ Marine mammals + + Benthic flora and fauna + +/+ +/+ +/+ +/+ Terrestial flora and fauna + + Socioeconomic environment Fisheries +/+ +/+ Cultural heritage /+ + Monitoring and clearance of munitions + indicates monitoring activities during construction, +/+ indicates monitoring activities during construction and operation Conventional munitions Chemical munitions + 25

26 Comprehensive & Transparent Environmental Monitoring > > Five tailored national environmental monitoring programmes were agreed with all concerned authorities > They were summarised in an Overall Environmental and Social Monitoring Programme > Monitoring was conducted in line with the respective legal framework of each > An international report is published each year > Focus is on sensitive and selected areas: Russian Landfall Gulf of Finland Shallow areas in Sweden East of Bornholm Shallow areas in Germany Munitions clearance (RUS, FIN, SWE) 26

27 Fishermen Core Target Group from the Beginning> > First meetings with fishermen in 2007 > Education of potential impact of the pipeline on fish and fisheries > Offer solutions bottom trawling possible with new trawl boards which enable trawling over free spans and other obstacles > Agreement with fishery organisations in all Baltic Sea countries about compensation for additional fishing efforts > FOGA newsletter for fishermen which informs about construction progress and potential restriction zones > Find lasting solutions rather than pay compensation 27

28 Guaranteed transparency > > Comprehensive project information Espoo Report (ca. 2,500 pages, 10 languages) Non-Technical Summary (10 languages) 6 Key issue papers (e.g. Munitions, Natura 2000, ca pages each, 10 languages) Website (10 languages) Brochures, pamphlets, newsletters (in different languages) Customised materials on specific issues, e.g. routing alternatives or compensation measures > Materials and studies were published in all 9 languages of the Baltic Sea States and English to guarantee absolute transparency > Multi-level transparent communication with a local approach enables better understanding of a complex infrastructure project 28

29 Summary > 29

30 Good Results: Public Perception of Nord Stream Improved Significantly > > Nord Stream conducted regular opinion polls > Transparent approach to stakeholders established Nord Stream as a responsible company > Image and reputation improved > 2012 poll shows that in Sweden, fears regarding environmental impacts due to construction and operation of the pipeline have decreased tremendously Perceived Impact on Environment by Construction Operation > Creating environment of trust was a key factor for success No impact at all Negative Influence (Results in %) No negative impact Very negative impact Quelle: Forsa-Poll 2008/

31 and so did the News > Nord Stream construction works on schedule and on budget Europa dreht auf Nord Stream strengthens EU-Russia bond Doppelte Kapazität für die Ostsee- Pipeline Nord Stream Russland reicht Europa die Hand Nord Stream hat noch nicht genug Das Rohr zur Welt Noch mehr russisches Gas für Deutschland 31

32 Contact > Nord Stream AG Industriestrasse Zug / Switzerland Phone: info@nord-stream.com Jens D. Müller Deputy Director Communications jens.mueller@nord-stream.com 32