Public Relations Strategies for Data Centers: Five Approaches To Boost Media Coverage and Community Engagement

Public Relations Strategies for Data Centers: Five Approaches to Boost Media Coverage and Community Engagement

As AI, cloud computing, and digital transformation accelerate, data centers are becoming essential infrastructure for the global economy. However, this rapid growth is drawing increased scrutiny. Operators face community opposition, limited media exposure, and growing pressure to justify their energy and land usage. In today’s competitive market, strategic public relations help data center operators build trust, challenge misconceptions, shape public perception, and support sustainable growth.

At Engage PR, we often speak with executives who want more visibility. Successful PR requires more than a single press release. It takes ongoing engagement, credible storytelling, and a willingness to connect with different audiences, from the media to local communities.

Below are five strategies to secure coverage, build relationships, and create long-term value.

1. Improve Visibility Through Targeted Media Relations

Telling your story starts with identifying the right outlets and reporters. Focus on media that covers not only digital infrastructure but also sustainability and other trends your customers and community care about. Share updates about expansion, green initiatives, and innovations in power and cooling systems.

The global data center market, which was valued at $347.6 billion in 2024, is projected to reach $652.0 billion by 2030. Meanwhile, U.S. data centers used about 176 terawatt-hours (TWh) of electricity in 2023 and could consume between 325 and 580 TWh annually by 2028, potentially accounting for up to 12 percent of total U.S. electricity use, according to the U.S. Department of Energy. Connecting your facility’s role to these broader trends gives journalists strong motivation to cover your story.

2. Strengthen Community Engagement

Community resistance is a major risk for data center projects. Over the past two years, over 142 activist groups across 24 U.S. states have delayed or halted projects worth $64 billion in development, according to the American Action Forum. While 93 percent of Americans believe AI data centers are important, only 35 percent support having one in their own community.

Environmental concerns, water usage, and energy consumption are common oppositional concerns. To reduce conflict, be proactive and transparent. Share straightforward data about your facility’s water and energy use. Host open houses or site tours to explain your operations. Meet with residents, listen to their concerns, and demonstrate how your project creates local jobs, workforce training opportunities, and lasting economic benefit. These efforts showcase that your presence is a community investment, not just a land-use decision. That clarity builds trust and makes it easier to gain long-term support.

3. Share Expertise to Lead Industry Conversations

Many operators overlook opportunities to educate the market. If your facility uses liquid cooling, supports high-density AI racks, or integrates renewable energy, share that information. Publish articles in trade publications. Join panels and webinars. Offer technical insights that help others navigate similar challenges.

Sharing knowledge positions your executive team as leaders. It also builds confidence among partners, reporters, and regulators. In a sector under scrutiny, thoughtful communication can set you apart as a credible, transparent operator.

4. Engage the Media Consistently

National media coverage doesn't usually happen overnight. If you're just starting your PR efforts, focus on industry publications or regional business media. These outlets are highly relevant and often easier to access. They also strengthen your credibility.

Consistent engagement over time increases your chances of being featured in top-tier publications. Regular earned media also improves your digital visibility. Search engines tend to favor organizations that regularly appear in reputable news sources, making it easier for potential partners and customers to find you.

5. Stay Current with Media Trends

The media landscape evolves rapidly. Journalists are closely following stories about AI infrastructure, grid reliability, and local zoning disputes. Study these trends and provide timely insights. The Department of Energy's forecast on increasing data center energy use has attracted national media attention and public scrutiny. Reporters frequently seek quick, informed commentary from experts. You can strengthen relationships by offering helpful context or reliable data during breaking news situations.

You don’t need to promote your company directly to stay visible with editors and in the media. Providing valuable input positions you as a trusted source. This leads to more inbound media opportunities and increases trust with the press, readers, and your target customers.

Maximizing Market Opportunities Through Engage PR’s Services

Public relations is not just about visibility. It supports business outcomes by helping data center operators build credibility, manage risks, and navigate public expectations. Whether you’re launching a new facility, entering a new market, or responding to scrutiny, your ability to communicate clearly and consistently matters.

To learn more about how Engage PR supports data center operators, contact us or read our data center service package.