As thousands of wind energy professionals descend upon Chicago for WINDPOWER 2009 in May, the industry finds itself at a critical juncture.

In many respects, excitement about wind energy has never been greater. According to the American Wind Energy Association(AWEA), wind power capacity in the U.S. has grown by an average of 32 percent each year for the past five years. A total of 8,358 MW of wind generation — about 42 percent of the entire U.S. generating capacity — was added in 2008 alone. That’s enough, according to AWEA, to power more than 2 million American households annually.

In addition, the new U.S. economic stimulus package promises a number of provisions to encourage the development of wind energy. By some estimates as much as $90 billion will be used for renewable energy projects.

Yet dramatic recent drops in oil and natural gas prices, a tight credit market and continued uncertainty about exactly how the economic stimulus funds will be distributed has put many major projects on hold. Even billionaire T. Boone Pickens — whose Pickens Plan calls for the country to use wind to generate 20 percent of its electricity — has delayed his massive Texas wind project, citing a drop in natural gas prices and the tightening credit market.

In addition, there are still technological hurdles to making wind a mainstream energy source. Of vital importance, the current electrical grid does not allow for the effective capture and transmission of wind energy.

So, the wind industry is at that critical juncture where an inability to outperform promising press releases can create skepticism and erode credibility.  In turn, this credibility gap can create fewer investments and less enthusiastic legislative support that slows progress to glacial pace.

No matter what part of the wind energy supply chain they are in, B2B communicators must remember that they are not only promoting their specific products or company — they are also working together to build a marketplace that requires support from a variety of hype-weary constituencies. To succeed, they must communicate an optimistic yet balanced and complete story about wind energy to:

• Government officials who can help create a favorable regulatory environment and funnel stimulus funds to right places;

• Investors who provide necessary financial support for major projects;

• The public, which can provide the “license to operate” in their communities as well as an eager workforce;

• Other public and private sector partners that can develop solutions to overcome the technological challenges that still exist.

As B2B communicators, it’s easy for us to get caught up in our own “latest and greatest” technologies and communications targeting our immediate customers. But even the most advanced wind technology won’t create business value if projects don’t get funding, energy can’t be transmitted to homes and businesses, or the public does not support the presence of turbines in their backyards.

There’s no doubt most people believe wind energy can be vital to our country’s economic security, environmental stewardship and job growth. And the President and Congress have set a course to generate 20 percent of the nation’s electricity from renewable resources by 2030.

By understanding the entire value chain and communicating a complete story to all stakeholders, B2B communicators can help ensure the promise of wind energy becomes a reality — while building a bigger, more lucrative market for their companies.