Clean Tech Public Relations: Blend New and Old Strategies For Success

The world of clean tech is changing rapidly. New services and technologies are appearing almost daily. How can your company stand out amidst the clutter and noise? Contemplating a clean tech public relations campaign in support of your company? If so before engaging a clean tech public relations specialist, ask yourself the following questions:

• Is your product or service well differentiated?
• Are the stories that the media is writing about your company or product credible and memorable to your target audiences?
• Can your sales team tell the story well? - Do your marketing materials -- electronic and print -- show the company, products and services in their best possible light?
• Are you using the new media, including online video, to get the message out clearly and with compelling calls to action?

Your company is moving ahead. Your products, your people are regarded as key players in the industry, or as a newcomer you offer key features and capabilities competitors cannot. Yet your market profile does not reflect the true value-added you offer your customers/clients/partners. That gap between perception and reality is costing you business and market share. But when you evaluate avenues that can correct the situation, the clean tech public relations options are greater than the budgets you have available.

Whether you are launching a revolutionary new technology or planning updates to your product or service portfolio, most seasoned clean tech public relations PR practitioners recognize that successful marketing campaigns begin with effective communication.

Effective clean tech public relations can be a great tool in marshalling scarce resources. Clean tech public relations can efficiently present the message about your products and your organization before key decision makers and influencers. Public relations inherent flexibility also makes it a natural fit when employing a multi-channel strategy across traditional, new and social media.

An experienced clean tech public relations professional knows how to speak and write effectively about complex technologies. The tools and techniques at their disposal include thoughtfully crafted collateral, such as print or video assets, to strategic public relations campaigns targeting the nation’s top news outlets and technical publications. An active and strategic use of social media – influential blogger relationships, Facebook, LinkedIn and Twitter, among others – can also build awareness and lead to a positive commercial decision.

The makers of environmentally-friendly technologies have come to recognize the importance of a multichannel approach to clean tech public relations.