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Breaking Through on an International Stage

Challenge: The solar industry used the December 2009 global warming treaty talks in Copenhagen to press the case for solar as a solution to climate change, the first time it did so at a United Nations sponsored event. Tigercomm's client, the Solar Energy Industries Association (SEIA) tasked Tigercomm with breaking through the fierce competition of more than 15,000 non-governmental organizations trying to get media attention at the contentious negotiations. We also had to navigate the logistical problem of communicating with an audience and reporters, that for the most part, were 4000 miles and five time zones from the conference.

Tigercomm responded to the challenge by:

  • Developing a strategic communications plan and messaging for the conference, including the release of a joint report produced by SEIA and 18 solar trade associations from around the world.
  • Creating and drafting content while remaining nimble enough to use opportunities for breaking news.
  • Providing transatlantic support with two Tigercomm staff members on the ground in Copenhagen and three working from our offices.
  • Advancing the conference site and event locations, while securing early media interest before the client's arrival.
  • Planning and staffing three side events/press briefings at COP15 on site at the Bella Center.
  • Pitching media from five priority countries.
  • Drafting talking points and preparing SEIA principals for interviews.
  • Planning and staffing teleconferences with U.S.-based media that were not attending conference.
  • Securing guest diarist opportunities on five significant blogs for SEIA President Rhone Resch.
  • Integrating SEIA's use of social media outlets such as Facebook, Flickr and Twitter into the organization's message delivery efforts.

 

Results:

SEIA was mentioned in more than two-dozen pieces about the conference, far outpacing the coverage of similar organizations. This coverage included mentions in the Washington Post, BusinessWeek and the Associated Press. Mr. Resch had pieces published by five different outlets, including top policy insider publication, National Journal, number one political blog, The Huffington Post, and leading financial media outlet Forbes. We also arranged an interview for Mr. Resch with cleantech outlet Clean Skies TV.

SEIA presenting at the Copenhagen climate change summit