For much of its existence, the data centre industry has had the luxury of operating largely behind the scenes. While the facilities themselves were growing in scale and importance, the conversations around them were mostly confined to operators, developers, investors and technology specialists. Communications reflected that reality. We spoke to audiences who understood the industry, using language that made sense to people already immersed in it.
Today, that landscape looks very different. Data centres have become part of broader conversations around artificial intelligence, energy, national infrastructure and economic growth. They’re appearing in mainstream media, discussed across local communities or social media and increasingly recognised as critical infrastructure that underpins almost every aspect of modern life.
As the industry becomes more visible, the quality of its communications will increasingly influence how it’s understood by people well beyond the industry itself. We’re now communicating in a very different environment, and that requires a different approach.
The audience has changed
Historically, data centre communications were largely aimed at customers, investors, policymakers and technical stakeholders. The audience now includes local residents, councillors, schools, community groups and journalists with a genuine interest in understanding what is happening in their area, even if they know very little about data centres. They don’t all need the same information, nor do they approach the conversation with the same perspective or level of understanding, but they are engaged in the conversation.
For an industry used to communicating with highly technical audiences, this requires a different mindset. We can’t assume that new audiences need educating, or that they all share the same concerns. Many people understand why data centres need to exist, but they want to better understand what a facility means for their community and feel they have a voice in the conversation. That doesn’t mean simplifying the conversation, it just means we need to broaden it.
Communications has become part of the decision-making process
One of the biggest misconceptions about communications is that it begins once a project is ready to be announced. In my experience, that’s when some of the most valuable opportunities have already passed.
Communications today is less about producing press releases and more about helping organisations understand the people they’re communicating with. It’s about asking different questions earlier. Who will this project affect? What are people likely to want to know? What concerns might they have? And just as importantly, how do those conversations help shape better decisions?
A good communications strategy is most valuable when it brings together different perspectives before positions become fixed. It should connect development, sustainability, operations and community engagement so that organisations can better understand how those decisions are likely to be experienced by different audiences.
Messages need to reflect genuine action
People don’t expect every concern to change the outcome, but they do want to understand the reasoning behind decisions and see evidence that their perspectives have been considered. That’s where communication moves beyond simply sharing information and begins to build genuine credibility.
A recent project by BCS Consultancy in South Wales demonstrated this particularly well. Before construction began, the project team met with local councillors, shared the plans, invited questions and appointed a dedicated community liaison to ensure conversations continued throughout the project. Those discussions identified concerns around construction traffic, noise and disruption. Rather than simply acknowledging those concerns, haulage routes were redesigned to avoid nearby villages and elements of the construction programme were adapted in response.
Chris Coward, COO at BCS Consultancy, shares: “Community engagement shouldn’t start when a planning application is submitted. Some of the most valuable conversations happen much earlier, when there’s still time to shape the project, build relationships and avoid issues becoming barriers later on. That’s when communications creates the greatest value.”
I’ve also seen how powerful it can be to simply make our industry more accessible.
For many people, data centres remain largely invisible despite supporting the digital services they rely on every day. That’s why creating opportunities for people to ask questions and meet the team behind a project is becoming increasingly important.
Kao Data has embraced that approach throughout its proposed Acton development. The team has met with residents and local media to create opportunities for open dialogue throughout the planning process. Rather than relying solely on formal consultation, the focus has been on building ongoing relationships and creating space for questions, concerns and constructive discussion.
According to Adam Nethersole, Senior Vice President of Sales & Marketing at Kao Data, “People don’t need to be convinced that data centres matter. They already understand the role they play in everyday life. What they want is the opportunity to ask questions, understand what a development means for their community and know that those conversations are being taken seriously. Building trust starts by being present, listening and having those conversations openly, even when they’re difficult.”
Where communications goes next
The data centre industry has become far more visible, and the way it communicates needs to reflect that reality. Communications can’t solve every challenge, but it can help organisations create more open conversations and build understanding with the people who increasingly have a stake in their future.
If the industry continues to grow with public confidence, those conversations can’t begin once decisions have already been made. They need to start earlier and create space for more voices. Good communication isn’t about having all the answers. It’s about creating the conditions for better conversations.