Harnessing the Power of Public Relations: Enhancing Clean Tech's Presence through Strategic Communication
Amidst the escalating environmental challenges our world faces, the urgent need for sustainable solutions has never been more critical. Whether it’s in print, digital, or on our television screens, journalists are all talking about cleantech and the ways in which we as a society can do our part to help create a safer and cleaner environment.
All of the information you absorb, whether it pertains to the issues we’re facing, the ways in which we can actively do our part, or the companies that can help achieve a sustainable future, the messaging is the brainchild of a PR team, tirelessly working behind the scenes to ensure that messaging is hitting the right points.
PR plays a pivotal role in promoting clean tech solutions and here at JMG PR we are passionate about working with companies that are making a difference. It is our goal to help them reach their full potential. Through a variety of channels, PR executives effectively communicate the benefits of cleantech, creating an awareness around the conversation which leads to helping shape the public’s perception.
As members of our client’s team, we take pride in acting as staunch advocates, working to build a positive brand reputation and generate the essential support required for our initiatives. To achieve this, we strategically craft compelling messaging, laying down a solid foundation for thought leadership. From there,the PR team begins outreaching media and the build of a strong community engagement begins to take shape.
In essence, the PR team becomes the company’s voice, effectively communicating the value of what the company brings to their industry along with the relevance of clean tech innovations. By doing so, PR contributes to driving market demand, attracting investors, and cultivating collaborations to drive the transition to a sustainable future.
To best serve our clients in the cleantech industry, there are a handful of key pillars that must be developed:
Understanding the Landscape
Defining PR Goals and Target Audience
Leveraging Digital Platforms
Engaging with Media and Thought Leaders
Monitoring and Measuring PR Efforts
These pillars are not specific to the cleantech industry, but rather, can be applied to any industry. Each of these strategies contain smaller yet equally important tasks.
For example, understanding the landscape means not only knowing what the industry is about, but knowing the key challenges they face and the importance of positioning them as a solution.
The cleantech industry is vastly growing and encompasses many sectors. Understanding all of the areas, what they mean for the future, and positioning the client as a solution to the issues faced, is all part of having a firm hold on the cleantech landscape.
When we talk about defining goals, that means we’re honing in on the PR goals - is it brand awareness or gaining investor interest (maybe it’s both), defining who the audience is, are we targeting consumers, investors, policy makers, and then tailoring the messages and strategies to resonate with the particular audience.
One of the ways in which the PR goals can be accomplished is through leveraging the wide array of digital platforms available. We live in a digital society and utilizing social media channels to engage with the target audience allows for a much greater reach.
Content is king, which is why creating informative and shareable organic content is incorporated into the overall long-term plan. Tapping into the online communities, influencers, and thought leaders in the clean tech space, all contribute to advancing a company's goals. Both PR and social media are essential components to any business and in order to meet your goals both areas should be incorporated into the overall business plan.
When we talk about engaging with the media and thought leaders, having a strong social presence will bolster these efforts. PR executives have long standing relationships with journalists, media outlets, and industry experts, all of whom can be instrumental in amplifying the reach and impact of cleantech (or any industry’s) messaging.
Harnessing the power of PR is instrumental in strengthening a business as it enables companies to shape their own narrative, build credibility within their industry, and cultivate meaningful relationships with stakeholders, ultimately creating the trust, visibility, and positioning needed to be recognized as a company that is disrupting the industry.