Hiring A PR Firm

What is an Effective CleanTech PR Strategy?

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Getting your PR strategy right is the ultimate goal of any tech business or startup. Operating in a highly competitive marketplace means that tech companies must reach out to the right audience, and in an increasingly crowded tech space, this is becoming quite the challenge, especially for new startups and smaller businesses. Effective cleantech public relations focuses on a tech-savvy generation, ensuring tech brands can reach the right audience, improve sales and become an authority in their niche. So, what is cleantech public relations?

Cleantech refers to firms providing products or services that help enhance the environment’s health. Many of these Cleantech companies are in the energy industry, working to store and utilize electricity efficiently. Offshore wind energy, electric automobiles, and clean energy long-haul transportation solutions are among the cleantech themes dominating 2021.

This industry has a significant environmental effect, yet commercial benefits exist. Data from over 3,000 participating financial establishments are collected and published by the United Nations Principles for Responsible Investing. These organizations have agreed to adopt six principles designed to put environmental sustainability at the center of investing.

Reasons Why You Need Effective, Sustainable PR

Not all public relations firms are qualified to handle the unique needs of clean technology customers. However, by narrowing your search to public relations firms with proven technological knowledge, you may use pure tech PR to generate meaningful market benefits relatively quickly.

Too frequently, businesses wait for the latest news to market their products and services. However, many aspects of clean technology are already noteworthy. Instead of waiting for anything to happen, premier cleantech public relations agencies make news by publicizing innovative characteristics or processes linked with their customers’ businesses and products.

Well, the thought of clean technology public relations informs audiences and end users about the human and environmental benefits of clean technology and spotless technology products. Vital educational components can attract investors, and consumer ecological knowledge is essential in driving investments in clean technologies. A plan gives you a goal, keeps you on track to attain it, and assures you know how to achieve it.

PR strategy is critical for determining where you need to take your campaign and what you want to achieve. Industry professionals will scrutinize your triumphs and failures. The technique you choose may work in your favor by ensuring that specialists become advocates, particularly for people drawn to your firm and those who share your values.

Your PR objectives will inform you whether your campaign was successful and had the desired effect on the public and the image of your business. The most critical part of a public relations plan is that these goals and objectives be quantifiable. In short, you need the ability to select indications of campaign performance that can be quantified, quantified, and reported.

In the future, public relations experts will be given new tasks. Cleantech PR Professionals will collaborate with them to generate original material, maintain media contacts, and provide traditional PR content. While doing so, remember the additional value of your material since journalists will utilize whatever good story they come across. A company focused on cleantech PR can help you create that story.

Before cleantech companies and PR firms pour resources, they must determine what resources they will require to get the right message across. As a cleantech company, this is where you will need to investigate your industry to determine just how your brand will position your PR campaign. Hiring a dedicated cleantech PR agency can do wonders for tech startups and smaller tech-based businesses to create the right kind of hype surrounding their products or services.

Besides, a cleantech PR agency already thoroughly understands the market, including news, events, and trends. The sustainable PR firm will also know how to weed out inadequate and keep those worth investing time and money in pitching for. Depending on the topic of your campaign, your goals and objectives may differ. It could raise awareness, advertise a new product, transmit a message, or make an important announcement. Whatever your needs, having a dedicated cleantech PR agency at your side, along with a solid sustainable PR strategy, will result in better brand awareness.

Ensure your objectives are explicit, quantifiable, attainable, reasonable, and time-bound. However, your goals for a cleantech PR strategy must be concise, clear, and, even more importantly, appropriate for the PR campaign and offer value to the audience. For a successful cleantech PR strategy, all parties involved need to agree on creating a clear image for the brand they are representing and what will be the crucial focus of the sustainable PR campaign.

Effective Cleantech PR for Crisis Management

While a negative situation is something any company worth its salt avoids, like the plague, it is wise to prepare for it if they strike you with a damaging PR crisis. It is where having a dedicated cleantech PR agency at your side can help soften the blow of bad press.

Cleantech PR agencies know that working in a highly competitive and constantly evolving technology niche means you must always stay prepared for the product that didn’t perform to its standards or the disgruntled customer who likes to go to social media.

Hiring the expertise of a cleantech PR agency means that you have a devoted team of professionals who can promptly take care of your brand’s crisis communication. It can benefit any tech-based startup or business that could be destroyed by damage due to a malfunction, security breach, software failure, or workplace accident. The most effective crisis management responses combine empathetic words with actions, paying close attention to the tech-based company’s efforts during and post-crisis.

Adopting a Cleantech PR Strategy

The good news is that tech-based companies looking to create a solid cleantech PR strategy can use various tools. From tools that search through social media and company blogs to tools that help you respond to the online audience you’ve engaged with, it all begins by hiring a reputable Cleantech public relations agency.

Great Communication

A significant benefit of hiring the expertise of a cleantech PR agency is that they have PR professionals who have a stellar record. Through years of trial and error, PR professionals have garnered this skill in building and nurturing relationships with journalists, social media influencers, and other relevant platforms.

Keeping that in mind, you can look forward to the cleantech PR agency you hire to speak on your brand’s behalf at press conferences, public events, and every other opportunity they have to ensure your brand’s message reaches a broader audience. Apart from that, the cleantech PR agency you hire for your renewable energy marketing will also connect with reporters, channels, and stakeholders to ensure everybody is in the know about the brand they represent and the product or service on offer.

With staff in the traditional newsroom shrinking with time and audiences shifting to digital platforms, it pays to hire experienced cleantech PR professionals to ensure your company is always in the news for all the good and proper reasons.

The Importance of Measurable Goals

You cannot deny the importance of having measurable goals, especially regarding a cleantech PR strategy. Hiring an experienced cleantech PR agency is the only way to ensure your PR efforts will positively impact your business. In a business landscape increasingly looking for data-driven solutions, knowing what KPIs matter and having the means to track them can make all the difference.

Since measuring perception based solely on your PR efforts is unrealistic, you can track several KPIs that align with your specific goals. For example, if you fancy knowing how your PR efforts can improve brand awareness, then measuring certain KPIs, such as website traffic and an increased share of voice, can give you a finer idea of whether or not your PR efforts are bearing fruit.

Track Pitch Interactions

One experiences a rush when a pitch you outlined graces an online website or publication. You can be sure that the media placement your brand has earned will garner a lot of brand awareness and help shoot your reputation through the roof. But, all this is after you have hired a cleantech PR agency that has perfected the pitch.

The great thing about hiring cleantech PR agencies is that they know exactly what works when pitching to a niche journalist or a digital-native media company. But any PR professional will tell you that, more often than not, it will take an extended period to create a pitch that goes live.

It is why tracking the pitches you sent and the replies you’ve received makes sense. You will also want to track the number of clicks, and email opens from a particular angle because these metrics can help create a funnel for earned media mentions later on. Furthermore, tracking this metric will better understand which efforts pull in the most value and which areas need tweaking.

Ending Note

Effective cleantech public relations is critical for companies that promote smart grids, biofuels, green construction, and other alternative energy solutions in an increasingly saturated market. Although the techniques may appear to be identical on the surface, successful cleantech public relations strategies have various subtleties that they must address to achieve marketplace exposure and bottom-line commercial effects for enterprises attempting to increase awareness for their brands.

A professional cleantech public relations agency will go above and beyond to understand your company and build unique campaigns to boost your industry leadership.

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Mastering the Art of Consumer Tech PR

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If you’re counting the number of blogs that mention your company’s name to measure PR success, you’re doing it wrong. Rather than using antiquated methods to gauge PR success, you should hire a reputable consumer technology PR agency that can entice consumers while building trust and credibility. Mastering the art of consumer tech PR means tapping into consumers’ imaginations and early adopter excitement.

According to research, companies launch an estimated 30,000 new products yearly. However, a large number of those tech products (around 80%) fail to make an impact. If you want to avoid your consumer tech product being one of them, then hire the expertise of a consumer technology PR agency to ensure your tech product hits the ground running.

What Is Consumer Electronics PR?

PR is the process of anticipating, identifying, and managing public opinion. While marketing is about improving sales for a company, consumer PR is more focused on developing and nurturing the company’s image. Consumer electronics PR or tech PR is the process of maintaining a company’s tech identity online by not just telling a relatable brand story but also providing valuable information on the products and services of a company.

Consumer electronics PR is the art of establishing and sustaining the excellent image of a technology-focused company. A public relations professional’s primary responsibility is to help build and maintain relationships between a business and its consumers.

It frequently means juggling several media-facing initiatives to develop a positive image between the brand and the consumer. The PR expert will also develop lasting collaborations between a tech brand and influencers, journalists, and publications. A consumer technology PR agency can weave a narrative that works in the brand’s best interest by forming a good working relationship with various media sources.

Some other responsibilities of consumer tech PR are to share information by creating and sending press releases or letters to government officials, media houses, and even the public. By doing this, a consumer technology PR agency can help spread the word whenever they launch a new technology product or service that is developed or updated. Time and well-thought communiqué ensure that all stakeholders and consumers are always in the know.

Since the role of consumer tech PR agencies is to help build connections and promote a tech brand, the consumer tech PR staff also attends essential networking events. These events may include conferences, workshops, industry-specific seminars, corporate events, fairs, and even virtual groups to help build a clientele for the tech startup or business in person and via the written word.

Why Do You Need a Consumer Technology PR Agency?

Hiring a professional company to handle your consumer tech PR is essential because they tailor their messaging for effective communication with the target demographic. For instance, even though a consumer is interested in a particular tech product, they will still need to understand all of the features and the technical jargon that goes along with it.

Instead of confusing potential customers with jargon-rich messaging that’s unreadable at best for the layman, hiring the expertise of consumer tech PR agencies can help get the message across without muddling up the message. Forcing businesses and startups to operate in an increasingly competitive environment makes you feel the need for consumer electronics PR more than ever.

Companies operating in the tech niche also use consumer tech PR agencies to announce significant events in the company. These include launching new products or features, essential milestones, new team members, acquisitions, award ceremonies, and industry-related news. PR agencies help a tech-based company or startup convey its values and increase brand loyalty by sharing important events with its users and potential customers. Furthermore, a tech company can leverage the services of consumer tech PR agencies to show off their successes and establish their brand as an authority in a particular sector.

A consumer tech PR agency has the expertise to create buzz whenever a company launches a new electrical product or if they reposition an electrical product or another typical service. Ultimately, it’s all about making your tech company stand out.

With the electronic market booming and launching new tech-focused brands every day, it pays to hire professionals who can help get your brand’s message across. It is where a consumer technology PR agency comes in. The services offered by a consumer tech PR agency can ensure that your customers and potential buyers are always kept up-to-date on the latest technological advancements and products you have to offer.

In short, one of the most far-reaching and cost-effective ways to carry out a PR campaign is to ensure a consumer tech PR strategy covers all the tech products and services a brand offers.

Mastering the Art of Consumer Electronics Public Relations for Startups

As a tech startup, you will compete with multiple competitors for a slice of a particular target demographic. The bad news is simply ensuring you have a functioning product will take longer. For any tech business or startup, backing with a robust PR campaign to ensure your new product or feature launch can make all the difference.

By hiring a consumer technology PR agency that will leverage its rapport with industry-specific professionals, you can ensure the success of a new tech product launch or feature addition.

For instance, it is not unheard of for businesses and startups in the tech space to pitch ideas that focus not just on the product but also on the brand and its founders to pique the interest of the trade and consumer press, along with other vital drivers who will help boost the results of your consumer technology PR efforts.

Tools such as infographics, videos, illustrations, and high-end photography are essential to showcase the various features of a tech product. However, they will only be helpful if you know who to share them with. It is why a consumer tech PR campaign usually includes inviting key influencers and journalists who cover the tech space and can have first-hand experience using your product.

Having authority journalists and influencers use and review the products is a great way to sway public opinion of your tech product. It can also help consumers make more informed decisions. Furthermore, making your tech product accessible in this way can build trust by showing consumers you don’t just care about your product but also their needs. Regardless of your PR needs, hiring the right consumer technology PR agency will meticulously plan and execute the perfect PR activity with a high ROI, whether a trade show launch or an intimate rooftop party.

Hiring a Consumer Technology PR Agency?

Before hiring a consumer technology PR agency, you must make sure they can help establish and maintain long-term connections with industry leaders, journalists, influencers, and media outlets that are technology focused. It will ensure that a tech business or startup can create engaging and entertaining content by utilizing all the tools in its comprehensive toolbox. This includes case studies, thought leadership pieces, and media releases.

Apart from that, a consumer technology PR agency should also be able to provide high-quality strategic advice and crisis management solutions whenever needed, along with an analyst relations strategy. Consumer tech PR is a critical part of companies that operate within the tech sphere. It can help them establish thought leadership and credibility apart from generating buzz surrounding a particular tech product or service. The following points are just a few factors to consider when choosing consumer tech PR agencies;

A Solid Understanding – A consumer tech PR agency must have a good grip on tech-related jargon and all other aspects of the tech industry. It includes having PR professionals with the right experience and skill set to ensure that the correct technical jargon is used and not overused and that all essential features and specs have been highlighted.

Good Rapport – Another crucial factor in considering consumer tech PR agencies is hiring a company with a good knowledge of authority writers and influencers in the tech niche. In short, they should have a long list of reviewers, bloggers, podcasters, influencers, and journalists who can sway the public’s perception of a tech company or startup.

Thought Leadership Initiatives – Understanding the trends, topics, and angles that best resonate with the target demographic is crucial to success. Hiring a reputable consumer tech PR agency will ensure they can create and execute thought leadership initiatives to benefit both the consumers and the users. While many companies within the tech industry tend to publish high-quality thought leadership content relevant to their goals, the requirements of these publications may vary, which is why it pays to hire an experienced consumer tech PR agency with a strong relationship with publications and various media outlets.

If you have (or planning to launch), a technology firm using a consumer tech PR agency can eliminate the guesswork of communicating your brand’s objectives with the average consumer. The messaging that consumer tech PR agencies use is also more relatable since they can share the importance of tech products and features in a jargon-free manner that’s easy for the average consumer to understand.

Message and Tone – Once the industry-specific messaging is created to help build awareness, the PR agency can fine-tune the message to help tech startups and businesses establish trust with the consumer. By leveraging tech media campaigns with industry insights, consumer tech PR agencies are better positioned to help companies in the tech industry reach their goals and create heightened brand awareness and recognition.

Ending Note

By now, you should have a comprehensible image of consumer public relations and how they can benefit technology-based businesses. Since technology lies at the heart of everything we do, including creating a PR strategy, it pays to invest in the right consumer technology PR agency that can do all of the heavy liftings for you when handling all consumer-focused press relations.

Consumer tech PR agencies are responsible for developing and nurturing a uniform communications strategy for tech-focused businesses and startups. Find out how to create, manage, and analyze display, FaceBook, Instagram, Pinterest, TikTok, and email campaigns with AdRoll.

What sets their services apart is that the overall consumer PR strategy is spearheaded by leveraging their years of experience with robust communication strategies that can take your PR efforts to the next level.

In short, consumer electronics public relations are crucial for tech firms to get the much-needed publicity they need to stand out.

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Mastering the Art of Consumer PR

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The idea behind public relations is – publicity, as in establishing a company’s credibility (and its owner). It helps by predisposing potential customers to believe the brand when a new product or service approaches. In essence, consumer PR agencies work in the same vein as marketing agencies but are more focused on building a positive image for a brand and building the brand’s image with stakeholders like journalists. Mastering the art of consumer PR means capturing the imaginations of key audiences.

What is Consumer PR?

So, what is consumer PR? The debut of Facebook marked a watershed moment in the media and communications industries. Social media has evolved as a legitimate platform that has given consumers a voice during the last five years. PR experts began to make little moves towards making it a standard practice in the field. Simultaneously, social media played an essential role in global political events such as Barack Obama’s campaigns, solidifying its position as the public’s voice.

Over time, Facebook, Twitter, LinkedIn, and Instagram evolved into forums for consumers to discuss the companies they used and liked. The flow of information changed from being controlled by the media to peer-to-peer. Brand communications evolved from a monologue to a discussion. This compelled the public relations business to realign and innovate.

Several brands conducted customer surveys during the time to develop impactful campaign tactics, but the sample size needed to be bigger, making the insights ambiguous. However, technological advancements gave the sector a digital-led data trail with a sample size of millions.

We could now analyze consumer trends, assess their reaction to advertisements, comprehend public opinion, and adjust the discourse accordingly. Data has evolved as a medium for clearly identifying the appropriate method to use with the target audience, with data-backed insights constituting the foundation of every plan or campaign.

The internet was now the primary platform for generating brand-related dialogues. It resulted in new communication channels, such as webinars and podcasts, which brought brands and customers together on a single platform.

Today consumer PR has evolved into a spider web that enables us to construct several communication layers. Owned social media channels and content creators that advance the topic through authentic branded content can supplement traditional public relations by providing live material, such as webinars created by consumer PR agencies, to reinforce the brand message.

Some new business owners may wonder and think why they should devote money from their marketing budget to public relations. They may believe their tech firm needs more significance to warrant full-fledged public relations, or they are considering adopting a PR strategy to save money. However, public relations is not a luxury or a nice-to-have for today’s tech firms. Every organization, regardless of size or stage of development, must promote strong ties with the public.

Strong consumer PR allows brands to create the narrative in discussions with customers, prospects, investors, and existing and potential employees, in addition to assisting the organization in gaining positive publicity.

Audiences can be either active or passive. Different methods will be required to appeal to each kind. An engaged audience is interested in the company and receptive to the message.

The passive audience isn’t looking for anything and may need more time to prep for the carefully planned message, making reaching it more challenging. However, the approach should be genuine and human when dealing with a receptive audience. For that, a deep dive is required before establishing a strategy, mainly because there’s no such thing as a one-size-fits-all message. A consumer PR campaign agency can create customized messages to be successful because communication is the key to corporate success.

Consumer PR vs. Marketing

Even industry pros can readily cross the borders between public relations and marketing. Public relations and marketing departments’ aims, goals, and strategies may closely relate

to today’s environment.

In short, marketing is concerned with increasing sales by promoting products, services, or ideas through platforms such as social media. Public relations primarily involves maintaining a favorable reputation for a company, brand, or individual through the media.

While public relations is concerned with reputation management and increasing the reach of news items, interviews, and announcements, marketing teams are concerned with acquiring new buyers, maintaining current consumers, and storytelling.

Both are profoundly ingrained in developing brand equity, consumer loyalty, and good brand impression. Generally, there is a distinction between the audiences for whom PR and marketing teams create communications.

The audience of a marketing agency is based heavily on consumer insight research, which enables marketing companies to target specific demographics who are more likely to be interested in one particular service or product.

It means the target demographic of marketing teams is those potential customers who will purchase based on the marketing message. Marketing teams are likely to engage in digital advertising, ABM, and email marketing for segmenting and targeting specific consumers to achieve that.

On the other hand, consumer PR is a broader initiative that depends on the primary goal of a specific organization or campaign. For instance, a press release intends to introduce or inform current and potential customers about a product launch or event. In contrast, the company’s financial report or white papers are for investors and journalists. So, while marketing and consumer PR employs tactics that may be similar, they are focused on achieving different goals, which is why PR and marketing are distinct from the same department.

Major differences:

Daily Activities: Marketing and public relations specialists use their time differently. PR experts mostly prepare press releases, pitch good stories about the company, and develop media partnerships. Marketing experts devote their efforts to product launch preparation, marketing campaign creation, and client research.

Target Audience: Another distinction between the two departments is the audience they reach. Depending on the organization’s desire, the PR department addresses various audiences. They may generate a good outreach with the media, firm stakeholders, or even personnel. In comparison, the marketing department is primarily concerned with reaching out to customers and prospects.

Metrics: Another important distinction between marketing and public relations is how both departments judge success. PR professionals assess whether they successfully create a positive buzz for the firm. On the other hand, marketing might consider whether a product accomplished its sales targets or the ROI from a recent campaign.

Goal: The public relations and marketing divisions approach their duties with different objectives. PR is concerned with projecting a positive image of the firm and cultivating positive relationships with the company’s numerous stakeholders. In contrast, marketing is concerned with reaching customers and prospects and growing sales, bringing us to the next obvious question, “what is the differentiation between consumer PR and B2B PR?”

Consumer PR vs. B2B PR: Explained

In public relations, there are two major categories: business-to-business (B2B) and business-to-consumer (B2C). Both types of public relations entail advertising a product, service, or company to a specific audience, but there are some substantial variations between the two. The target audience is likely the most crucial distinction between B2B and B2C public relations.

B2B PR is concerned with reaching out to other businesses, whereas B2C PR is concerned with reaching out to individual consumers. The target audience in B2B PR is often a blend of company decision-makers who have the authority to purchase on behalf of their firm. B2C PR, on the other hand, aims to reach the daily consumer interested in a particular product or service.

Relationship building is vital in B2B and B2C PR since it is necessary to develop trust and credibility with other firms or customers. PR agencies prioritize long-term relationships with industry influencers, journalists, and other essential players in their target market. They may also attend networking events such as launches, trade exhibits, seminars, and fairs.

In the case of B2C, PRs typically focus on creating buzz and enthusiasm about a particular product or service. Consumer PR agencies may often work with influencers and social media celebrities to generate buzz around a product launch or promotional event.

Types of Consumer PR

The role of consumer PR agencies is to plan coordinated messages that help a brand achieve its objectives instead of just passing on information for the sake of it. You could invest in the following major consumer PR types.

Social Media and Online Communications

In today’s world of instant communication, brands must possess a solid online presence to stand out from the crowd. With an increasing consumers turning to online sources to research products and services before deciding, brands must get out a positive image via their online and social media communications. As a brand, hiring the expertise of a top consumer PR agency means you get your vision out on the best social media platforms.

Targeting Influencers and the Press

When promoting a new service or product, the consumer needs to get the information they deserve, meaning there should be a mailing list of influencers and media outlets that can help get a business the boost they need when launching a new product or service. The longer the list, the better the chances of reaching a wider audience.

Targeting press and influencers can be divided into specialty, local and national categories. Only experienced consumer PR agencies can gauge which social media influencers and media reports specialize in particular products or services. It is also common for consumer PR agencies to create influencer collaborations and partnerships to produce specific content for a brand.

Consumer PR is about more than just engaging an audience and boosting visibility; consumer PR agencies act as the translator between what the company is saying and what consumers hear. Keeping that in mind, only the top consumer PR agency will be able to work its messages in a way that complements the brand and helps it reach its goal. In today’s highly competitive business environment, consumer PR has become the most critical asset for organizations that want to position themselves for success.

Hiring the Top Consumer PR Agency

Ever since Henry Ford was a little tyke getting news on the latest in the automobile and technology relied heavily on advertising. Besides the high cost, the words of an authority figure in the niche were (and are) arguably the most influential. It’s the reason why stars such as Jay Leno and Jeremy Clarkson have carved a niche as the motoring enthusiast’s TV shows and newspapers turn to for communicating brand differentiators.

In short, their opinion sways the decisions of motoring enthusiasts across the world of automobiles. The same motivation for the connected car is also responsible for the connected consumer, who can now determine the right choice from an array of news, views, and reviews on their mobile device. In a fragmented world where the sheer number of opinions available makes it harder to distinguish the truly committed, consumer PR agencies work to shape the narrative.

More influencers, reviews, and opinions will undoubtedly exist in an increasingly connected world. Still, more messages are needed, which is where hiring the top consumer PR agency can make all the difference. AdRoll has its finger on the pulse when it comes to consumer PR. The company helps marketers and business owners do more with less when reaching the consumer. Find out how you can create, manage, and analyze display, FaceBook, Instagram, Pinterest, TikTok, and email campaigns, all from a single platform.

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Do Clean Energy Companies Need PR?

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Does your clean energy innovation need to ‘get ‘more press? Do you need help as a clean energy solutions provider regarding PR? Having a well-thought-out and executed green energy public relations strategy is critical to any emerging industry, but particularly those whose stakeholders include consumers, regulators, and governments.

It is no secret that the energy service company’s (ESCO) popularity in the private sector now has restrictions due to a highly fragmented and uncertain marketplace. Their customers often need to be more willing and unknowledgeable to try new energy-efficient products. These challenges underline the need for clean energy companies to embrace communication-enabling and relationship-building green energy public relations.

The Rise of the ESCOs

Over the past few years, increased interest has been in providing clean energy services to meet eco-friendly goals. Many new energy service companies (ESCOs) provide clean energy solutions to the end user and install and supply energy-efficient products.

What separates ESCO from traditional companies and equipment suppliers is that the services and energy solutions offered by energy service companies are directly tied to energy savings. In short, an ESCO is a company that provides clean energy innovation and energy solutions at a lower cost. Energy service companies agree to a contract with energy users in both the public and private sectors to offer cost-effective, energy-efficient solutions that include retrofits and a broad spectrum of innovative clean energy products.

Energy-as-a-service (EaaS) is another business model that offers similar energy solutions but for a recurring subscription fee instead of a traditional upfront investment. A service provider assumes responsibility for the entire scope of the services, including; the installation, operation, and maintenance, and the end user has to pay for the energy service through a subscription. Services can also include a budget-friendly, pay-per-use model.

Energy-as-a-service (EaaS) can take several shapes. For example, a commercial building may hire an Energy-as-a-service (EaaS) provider to construct and maintain a rooftop solar system that creates electricity for the building while also feeding excess power into the grid. The solar panels would be financed, installed, and maintained by the Energy-as-a-Service (EaaS) provider, while the building owner would pay a fee for the energy supplied by the system.

Whether it’s an established ESCO or an early-stage green-energy start-up, conveying their “big vision” to an increasingly distracted (and reluctant) audience can be challenging. Enter the energy PR agency.

Challenges in Enterprise Tech PR

Consumers and investors tend to have a voracious appetite for all things tech. However, most of the enterprise tech PR you’ll notice online has little to do with the actual technology and more with the industry’s business side.

It may include which tech businesses have acquired other smaller companies, which start-ups have managed to lock down financial rounds, and what those finances are earmarked to accomplish in the coming months or years. While having that sort of information is good to know, the end customer is more interested in the technology, the tone of the press release, and the message it conveys.

It’s hardly unexpected that the discipline of technology public relations has developed alongside technology’s evolution and integration into our lives. Because technology businesses are continuously launching new goods, knowing how to communicate about these items is crucial for success.

Technology public relations (PR) professionals work to spread the word about new technologies, whether new developments from established firms or creative ideas from start-ups. Technology public relations use the media and other audiences to increase brand reputation and awareness.

Collaborating with reporters specializing in some technical regions, green energy public relations firms, and experts may assist in disseminating information clearly and intelligibly. Technological advancements have always been at the center of media attention; the first printing press was seen as a “modern miracle” by many.

Today’s communications are more complicated, yet the enthusiasm accompanying the announcement of a new idea remains. A technology public relations professional aims to channel this excitement into favorable coverage of their client’s invention across as many media outlets as possible. While some PR practitioners may specialize in one component of communications, such as crafting media messaging or dealing with clients, enterprise tech PR often necessitates a more thorough grasp of all aspects of communication.

Benefits of Hiring an Energy PR Agency

The benefits of hiring enterprise tech PR to handle green energy public relations are a no-brainer, which is why many forward-thinking companies offering clean energy innovation have already begun reaping the rewards of a tech PR agency. If you are a tech start-up or tech-based SME still on the fence about using a tech PR agency, here are some reasons why jumping on the technology PR bandwagon makes sense.

Helps Save Time

Time is money in a client-driven business. Since recruitment marketers are extremely busy individuals in a time-sensitive, competitive environment, it is critical to respond swiftly and seize opportunities as they occur. A tech PR agency can develop excellent material faster since they are professionals in the recruiting sector.

Combining this with established media contacts will make you see results faster, whether you seek brand recognition through media coverage or direct leads from increased website traffic. You will also have ample time for other parts of your recruiting marketing and company growth strategy.

Tech-Specific Knowledge

One of the primary reasons for engaging an energy PR agency is their knowledge. They have good contacts with the recruiting press and employment writers in general, national, regional, and sector-specific print and online media. The energy PR agency will leverage its knowledge to assist consultancies in engaging successfully and compellingly with their target audiences across the full spectrum of traditional, social, and new media.

The energy PR agency will have considerable expertise working with customers on their marketing communications strategy, ranging from staffing firms to suppliers to the recruitment business. They have extensive expertise in developing sector-specific thought leadership material appealing to target audiences. Furthermore, their understanding of search engine algorithms guarantees that the material they create is SEO optimized and will rank high, which enables your tech PR efforts to reach a wider audience.

Return-on-Investment (ROI)

Tracking is crucial in public relations; the energy PR agency will work with a technology solutions provider to track new business activity and trace it back to their efforts. In this way, the energy PR agency can immediately correlate coverage to new business; for example, by acquiring 30 pieces of coverage for a customer and incorporating this into business development efforts, they can see that it creates warm leads and the number of new contracts gained.

When it comes to social media platforms, an energy PR agency ensures that the interaction is relevant so that the correct material is uploaded at the right times and viewed by the right people. They employ social media analytics to demonstrate a clear correlation of business successes from their social media efforts.

Communication

An energy PR agency is most effective when they collaborate with their clients. To attain the best outcomes, the energy PR agency must completely grasp your company and its goals. Building a relationship is essential for laying the groundwork for a partnership.

A dedicated tech PR team will consider what content and initiatives are currently in place and how they may add value to them. An energy PR agency works as an extension of a tech company’s recruiting department, sharing skills and knowledge to deliver excellent media relations and marketing assistance. The efforts of an energy PR agency can generate effective client and agency partnerships.

Generating Buzz

The most important purpose of public relations is to establish trust and credibility for the company, which traditional marketing and advertising often fail to do. A reputable brand image is the foundation of a successful and long-term business.

Effective tech PR helps to generate the right amount of buzz surrounding your tech or energy-efficient product, establishing your brand name as an authority in the industry and a trustworthy resource for reliable information.

Effective PR is only made possible by employing the right professionals for technology PR to align the tech firm’s vision and values with your customer’s pain points. Additionally, PR generates positive dialogues about your brand and connects it with the values necessary to your target audience, developing trust, credibility, and loyalty.

What to Look for in a Tech PR Agency?

Tech PR firm needs to establish and maintain long-term rapport with highly regarded journalists in the tech niche. Suppose you want to proactively manage your brand’s reputation rather than leaving it to chance. In that case, you should hire a specialized tech PR agency to do all the heavy lifting to build your reputation in the tech or clean energy niche.

Technology-focused public relations firms will have a genuine love for one of the world’s most discussed issues. Technology influences every element of our life. If you want to engage the investing community, you will employ a PR agency specializing in finance; similarly, if you’re going to engage individuals interested in technology, you should hire an enterprise tech PR agency.

Tech companies can assess the energy PR agency about the campaign objectives. Depending on the nature of the campaign, they include performance measures against your significant rivals, such as the volume of clippings, the share of voice, site traffic, or a movement that can focus on creating links and leads. The vital key is to ensure that the objectives are reasonable, agreed upon, and set at the outset of the activity.

A balanced role of the client and agency is a must. It is without a doubt that great business relationships are what lead to positive brand-audience engagement. It is mainly because the clean energy PR agency is passionate about your work and the solutions you provide. But, more importantly, they believe that the energy innovation you’re offering will positively change the consumers’ lives.

Nonetheless, as is the case with any relationship, there are times when both parties may disagree. Still, working together during those hard times is crucial to develop something positive and strengthening the client-energy PR agency relationship.

Keeping that in mind, before hiring an energy PR agency, look at their existing clients and how long that PR agency has been working with them. An energy PR agency with a client list of at most a few months or a year is the first red flag a tech start-up or business can look for when hiring enterprise tech PR services.

Ending Note

The energy service company (ESCO) working at the front lines of clean energy innovation is often considered challenging with time constraints that keep them from developing an effective PR strategy.

Enterprise tech PR, such as that provided by Sapience Communications, is a specialized niche that offers a support system for companies at the forefront of energy solutions. It makes it easier for tech innovators to share their knowledge with a broader audience.

Sapience has international reach, working with the best-in-class partners in the most important markets. Learn more about what the energy PR agency Sapience Communications can do for your green energy public relations.

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5 CleanTech PR Strategies for Right Now

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Cleantech startup PR is a crucial aspect of creating, organizing, and measuring the effectiveness of a PR strategy. Cleantech PR may cover a single goal or a year-long campaign. A cleantech PR firm ensures the drive is creative while illustrating how the brand adds value to the customer. If you are still on the fence about using a cleantech PR agency, you are at the right place. Here are 5 cleantech PR strategies every tech-based emerging industry company needs for success.

1. The Rise of Cleantech and AI

It goes without saying that as public relations and AI evolves, it will also affect cleantech PR. The great news is that there is no need for tech-based companies or startups to fear because, in the future, AI and cleantech PR will go hand-in-hand, with the former helping with all the heavy liftings when it comes to creating relevant content and SEO-optimized social media posts that are going to completely automate the process of maintaining public relations.

Many forward-thinking PR professionals are already utilizing AI-powered tools for monitoring and analyzing all social media mentions and online conservations to identify patterns of negative or positive sentiments.

When averting the negative impact of a crisis, AI-powered tools can help cleantech PR teams monitor, evaluate and identify possible emerging issues or existing negative sentiments that threaten to put a cleantech startup in a tailspin.

AI-driven technology will, without a doubt, completely revolutionize how cleantech PR firms can respond to concerns. The team can help mitigate possible damage detrimental to a cleantech-based brand.

Many examples show how forward-thinking tech-based businesses and cleantech PR firms harness AI’s power to track online media, analyze impressions, and correlate sales results to planned media coverage. Using AI’s latest tools, such as natural language generation, sentiment, and predictive analysis, cleantech startup PR firms can help emerging businesses and the top renewable energy experts in the cleantech space.

2. Media Outreach

One cleantech PR approach is media outreach, which is reaching out to various media sources and journalists to promote the cleantech company’s message and what their target audience may anticipate. This strategy is crucial since it saves tech-based companies both time and resources in the future when pitching their ideas to journalists for publishing.

Cleantech companies must carefully filter out the ones unrelated to their sector or business and focus on the channels relevant to their brand and expertise. It boosts the chances of publication and will give the cleantech company an idea of how to organize their material in a way that those specific sources consider worthy of publication. Social media is generally the go-to platform for cleantech PR firms looking to promote brands making waves in the clean technology space.

Social media is an excellent resource for media outreach mainly because it provides a casual platform for communicating with tech journalists, channels, and other resources naturally and acceptably.

With this in mind, while social media is considered a casual platform where cleantech PR agencies and journalists can connect, it is crucial for you as a company or PR agency not to be too simple and carefree when reaching out or communicating with journalists and other related channels mainly because you risk saying something inappropriate or something that may offend the particular journalist or media channel that you are reaching out to.

To ensure you leave an excellent first impression, studying the journalist or media outlet and how they interact with others on social media platforms is essential. You can then emulate the style they use in their communications to come across as someone they want to communicate with.

Unlike other PR agencies, cleantech PR professionals are consistently in the know when it comes to the journalists and media outlets that matter and know exactly how to extend their reach in a not considered inappropriate way.

3. Backlinking

Backlinking is one of the most cost-effective ways to disseminate cleantech PR strategies.  Backlinking is contacting journalists, bloggers, and other media sources, offering articles on themes in which your brand shines, and obtaining a reference to your website and business.

The mutual advantage comes from journalists receiving content for the industry in which they are interested from an expert. At the same time, the cleantech company gains much-needed exposure and brand awareness. While connecting with tech journalists, bloggers, and social media influencers is no longer shrouded in secrecy, a dedicated cleantech startup PR firm can communicate with the relevant journalists, bloggers, and social media influencers who will be interested in your service or product.

Only an experienced cleantech PR firm knows the importance of keeping tech journalists engaged even when you have nothing to pitch, mainly because if a cleantech PR agency only reaches out to a tech journalist whenever they have a new tech product or service to sell, then that’s going to be a clear giveaway that neither the cleantech PR agency nor the tech-based company is genuinely interested in establishing a long-term working relationship with them.

It will negatively impact the overall relationship between the journalist and the cleantech PR agency. It can also be disadvantageous as the journalist will be less passionate about what your brand offers and why a cleantech startup or business must hire cleantech PR agencies always who know the importance of keeping journalists and others in the industry engaged, despite of whether or not there’s a new product or service on offer.

For a cleantech PR firm, keeping in touch with the relevant journalists and social media influencers could be as simple as sending out regular ICYMI “in case you missed it” emails, sharing relevant stories or news articles, and leaving comments on their websites or blogs. Keeping in touch is a fantastic way to ensure the journalist knows you are genuinely interested in their work.

These thoughtful and organic interactions between cleantech PR professionals and journalists ensure a high trust they can build over time. It also makes a clean tech-based company position its brand name as an authority in a particular niche and not just some fly-by-night company.

For new companies ready to enter the cleantech space, it is crucial to realize that PR is now one-sided, as the cleantech PR agency is one of many doing all the work. There is a need for collaborations between the cleantech PR firm and the drivers of your cleantech message, such as journalists, media outlets, and influencers, now more than ever. It is why cleantech PR firms must understand the brand/client perceptions and work on a PR strategy accordingly.

4. Corporate Social Responsibility

Corporate Social Responsibility is another crucial part of the PR world, especially for cleantech companies always looking to find a way to spread the word about their new and fantastic product to a broader audience. When it comes to conveying a tech-based company’s message regarding corporate social responsibility, it’s all about creating a soft image of the company. It may involve sharing information on how the tech-based company seeks to reduce customers’ carbon footprint with their new products or that the firm is paying their staff more than the minimum wage.

It is not unheard of for tech-based companies to show their support for non-government organizations and charities, message their audience about what they care about, or even set up their own charity or social welfare program that benefits the local community. Hiring an experienced cleantech PR firm means that technology-based brands can come across as caring for the planet and the people.

It is optional to be a non-profit to show corporate social responsibility. In short, tech-based companies that follow the CSR model focus on the company’s bottom line, profit, and two other Ps: people and the planet.

Besides, you would want the cleantech PR agency you hire to convey your CSR vision to your clients, mainly because all CSR-based companies are Certified B Corporations, which means the organization meets very high standards regarding positive social and environmental impact. But, the truth is that a tech-based startup or business can practice and convey its CSR message whether they are certified or not.

One of the best examples of CSR done correctly is Dawn liquid dishwashing soap. During the 70s, research found that the brand was highly effective at cleaning bird victims of oil spills. Ultimately, P&G, the product’s parent company, donated crates of Dawn dishwashing liquid to Exxon Valdez. It became a media fixture in the cleaning-up process during the 1989 Exxon Valdez oil spill.

Sure, when it comes to cause-related marketing, it’s usually the company that selects the non-profit, but in this respect, it is the other way around. But, smart brand positioning gained something positive (for Dawn) from a sticky situation. So, what does this tell us? Regarding cause-related PR, tech-based companies must pick a cause strategically tied to the brand’s positioning.

5. Crisis Management as a CleanTech PR Strategy

Preventing a crisis is most important, but containing the PR impact is critical when you have one – especially for high-trust businesses like energy startups. Crisis management is an area of PR that you must recognize, mainly if your company operates in the tech space where software and product malfunctions are part of the package. A crisis management strategy is crucial, especially when an injury or a negative social media campaign is involved.

Hiring the expertise of a cleantech PR agency means you have professionals who will not only develop a plan but also coordinate resources toward dealing with the issue in a mutually beneficial manner. The team will find a  way that helps repair the reputation of the brand and addresses the needs of the affected party.

In short, hiring the expertise of a cleantech PR firm for crisis management is analogous to extinguishing a fire. It is only possible to employ a cleantech startup PR firm that always has a crisis management plan mapped up, documented, and communicated.

While we most certainly would like to think that we can “rise to the occasion” under pressure and handle any stressful situation like the professionals we are, that’s seldom the case. Keeping that sad but actual fact in mind, it pays to invest in a cleantech PR agency to handle the situation when …hits the fan.

Ending Note

In the end, cleantech PR is a dynamic industry constantly evolving to keep up with the advancements in new “clean” technologies and the challenges that arise. However, tech-based businesses and startups that need to realize the importance of consulting a cleantech PR firm are bound to be vulnerable. They might not just face the negative press but also need to catch up on the note-worthy shifts constantly occurring in the tech niche.

Hiring a reputable cleantech PR firm’s expertise will also help identify new business opportunities in the clean tech sector, allowing startups in the cleantech space to scale up their business and reach greater market visibility.

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How B2B Service Companies Stay Competitive in Uncertain Times

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B2B services are high-stakes. Whether you’re a SaaS company, or provide other enterprise services like Recruiting, CleanTech, or HealthTech, the competition is stiff, and the TAM, while it might be valuable, isn’t likely huge. And with today’s high levels of uncertainty, for B2B companies, it’s more important than ever to make the decision-making process easier than ever, secure additional investment or prepare for IPO. So how do winning B2B service companies stay competitive during times of uncertainty?

 

Thought Leadership for B2B Competitive Advantage

B2B CEOs have a bird’s-eye view of their industry and marketplace trends – they have to, so they know how to steer the company. This often includes insights that are valuable to your target buyer. If you haven’t already, now is a great time to use executive visibility to increase brand awareness. Yes, your CEO can and should champion your company, but they can gain the trust of insiders and analysts by contributing to the conversation within your industry.

There have never been more media opportunities for CEOs with distinct points of view. The opportunities are endless, from podcasts to opinion pieces and contributed insights. Take the time to create a topic calendar, and remember that podcasts often book months in advance, and contributed content usually has an editorial process that can take three weeks or more.

If your Google search “Who is [executive name]” doesn’t return pages worth of positive, reputation-building content, now is the time to remedy that. Executive visibility is critical in B2B services.

Leveraging PR as Content

Getting the interview or coverage is great, but you can make that coverage work for you when you leverage your PR. Activating your PR coverage makes it more valuable to you and is a great way to support the journalist. And just like a lot of content, you can re-use your PR for a long time. There’s no shame in sharing it repeatedly on social media. Just use your content judgment about context, platform, and frequency.

 

Owned Content For Trust That Supercharges B2B Services

B2B service companies can stay competitive by leveraging PR; from case studies to reports and statistics, B2B companies make waves and even national news with trends and statistics. General business and industry journalists share something: their love for data. Put together notable data points that you can share in your owned content and use it as a jumping-off point for topical pitches all year long.

While B2B media coverage often depends on long lead times, creating your own content is not. Use owned content to share your own narrative and improve your company’s LinkedIn presence. While we’re at it, consider launching a blog on Medium or LinkedIn. Despite what people say, you can repurpose content on these platforms and they are great inbound links and another way to get your message out to the targeted audience.

 

Be More Than Press Releases

There’s more to PR than press releases. Don’t get me wrong – press releases have a role in the content eco-system, but they aren’t useful for securing media.

For quality B2B coverage, your storytelling must include at least two of these three elements:

  • Timeliness/trending news tie-in
  • Clear audience impact/relevance/newsworthiness
  • Statistics and data which add context or change long-held assumptions

Emerging industry media coverage has an advantage regarding newsworthiness, but be careful not to fall into the lazy PR trap of describing everything as “innovative.” Emerging industries really need to craft compelling stories, and brands that differentiate set the agenda. Look at Marc Benioff at SalesForce. Over the years, SalesForce has set a lot of agendas, from employee culture to event marketing with Dreamforce. Benioff knew that great B2B storytelling spanned an array of topics, and headlines drove trust, and investor confidence, and attracted top talent – he knew not every piece of coverage had to look like a sales piece in order to be effective.

For quality media coverage, you must be ready and able to share who your customers are and how they benefit. Your case studies are critical – while no journalist will write an article based on your case studies, ensuring your spokespersons can articulate the case studies in a brand-consistent, media savvy way will make news coverage even more beneficial.

 

Times of economic uncertainty can be times for groundbreaking growth for B2B companies. Whether your company is pre-IPO or you are raising venture capital, PR is your partner and you can leverage it during times of uncertainty to keep growing when others are flailing.

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