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Cleantech PR and Marketing Strategy and Tips for Avoiding Potential Mistakes

4 min. read

This article was updated in October 2023 to reflect the most recent industry developments.

We had the pleasure to go on the Growth Secrets Podcast with host Reade Milner. Reade runs an intriguing marketing consulting practice in Atlanta that helps a range of businesses market better.

Topics: Inbound Marketing Earned Media/PR Cleantech Marketing

The Three Drivers of Attention

4 min. read

By Melissa Baldwin and Mike Casey

Most clean economy businesses need to build profiles for both their company and individual members of their executive teams. Their reasons vary, often by where the company is in the business life cycle. We find a lot of our clients’ profile building needs clusters at these points: 

Topics: Inbound Marketing Thought Leadership Earned Media/PR Cleantech Marketing

Renewable Energy World: Does national media coverage matter for cleantech?

2 min. read

You might have seen this Washington Post story, “The Underbelly of Electric Vehicles,” which takes a critical view of EV production’s impact on people and the planet. It’s worth unpacking because it reflects several under-appreciated realities of generating attention from national media outlets.

At Tigercomm, we’re often approached by people seeking PR help, wanting us to pitch national stories. Effective corporate communications blends traditional news story generation with content marketing – a combination of both “owned” content and “earned” media.

Topics: Earned Media/PR

How to Run a Renewable Energy Public Relations (PR) Campaign

6 min. read

How to Run a Renewable Energy Public Relations (PR) Campaign

In mid-2022, almost 60% of Fortune 500 CEOs said their company had a plan to reach net-zero by 2050. Renewable energy companies can expect to see a significant surge in demand from corporations looking to decarbonize. Because of this, renewable energy companies are also going to face a lot of competition. A strategic renewable energy public relations campaign is no longer a “nice to have” – it’s a must. In this blog post, we will explore key strategies and best practices to put you at the front of the crowd. 

Topics: Earned Media/PR

If We Don't Insist on Balanced Coverage of Cleantech, We'll Suffer the Consequences (again)

4 min. read

The phony Solyndra non-scandal of 2010-12 was catalyzed by a highly publicized FBI raid. It was then driven by an Iron Triangle of fossil fuel-funded front groups, fossil fuel-funded politicians running three congressional investigations, and conservative media echoing the resulting themes.  

Topics: Earned Media/PR

The Importance of Public Relations in the Micromobility Industry

8 min. read

The Importance of Public Affairs in the Micromobility Industry

Micromobility (MM) risks the fate of other disruptive industries that underinvested in public affairs — and were wiped out by politicians as a result. The gaps in other sectors’ missteps have included: ineffective campaigns at the local level, lack of supportive coalitions, staff without government experience, and not showing officials how supporting micromobility is politically safe and beneficial. Among the approaches micromobility should consider: consistently using social media to flag riders on pending policy decisions that affect them, driving calls to action using segmented data, and engaging riders in taking “microactivism” steps from their phones.

Topics: Earned Media/PR

Launch Of Canary Media Is A Powerful Tool Against Misinformation

1 min. read

The launch of Canary Media is terrific news for the cleantech industry. My hat is off to Eric Wesoff, David Roberts, GTM alumni, and the entire team they've assembled. We need good journalism now more than ever, especially climate-focused reporting. Eric and his team have delivered it for decades. It's reassuring to know that won't stop now.

Topics: State of the Industry Earned Media/PR

Discussing Micromobility with CleanTechnica

1 min. read

Nat Schub and I enjoyed talking with CleanTechnica’s podcast host, Mike Barnard, to discuss the importance of the micromobility (MM) industry and our analysis of its public affairs programs. A year in the making, the analysis was a pre-pandemic snapshot of an exciting sector that’s evolving and growing.

Topics: Thought Leadership State of the Industry Earned Media/PR

3 Trade Publication Editors Talk Trends, Developments And Community Engagement For U.S. Offshore Wind

1 min. read

Offshore wind communicators, community engagement leads and supporters: Have you had a question to ask offshore wind editors? Now’s your chance

Tune in Wednesday, November 18th as we host three editors of top publications covering the offshore wind sector. This is the first time such a panel has been convened, and Nancy Sopko of the Special Initiative on Offshore Wind and we are honored to moderate it.

Topics: Community Acceptance Earned Media/PR

Cleantech News Site Editors on Emerging Utilities Model: Keep an Eye on Electric Vehicles

4 min. read

 

We’re proud to have hosted the editors of six leading clean economy news sites last month. It was the first time they’d convened to discuss trends in the sectors they cover. In our most recent post, we summarized trends the editors followed pre-pandemic and their predictions for how clean economy companies emerge post-pandemic.

However, the panel also focused on the emerging business model for utilities. That topic has received attention from Vox’s David Roberts (here and here), former FERC Chairman Jon Wellinghoff and Stanford’s Mark Jacobson, to name a few.

Topics: Thought Leadership State of the Industry Earned Media/PR