Tag Archive for: B2B PR

What is an Effective CleanTech Public Relations 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 PR strategy focused on cleantech PR and it’s dynamics 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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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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