PR can be the difference-maker for cleantech innovators as they scale

On the surface, the UK clean and green tech sectors are thriving. Last year saw an impressive £2.6 billion invested into UK innovators and increasing attention on the global stage for these start-ups. With only the US having a greater number of cleantech start-ups in operation, the UK could set to lead the charge on the green revolution.

However, look closer and the picture isn’t so clear. The previous few years have been rocky for green innovation in the UK. While the UK Government’s Net Zero by 2050 pledge was initially a driver for growth, the previous Conservative-led Government U-turned on many of their pledges, including the phase out of new petrol car sales by 2030, which caused concern among investors. While the newly elected Labour Government has a greener outlook, including committing to developing a number of offshore windfarms and a record-breaking commitment to green energy, deficits could see tech innovators having their budgets cut.

This lack of stability has led many innovators to look towards private investments to help their world-changing technologies to scale. However, the short term focus on quick returns that many investors have leads to start-ups often struggling to find the right investor at the right time.

As a result, competition for funding is high. In order to draw investor attention, cleantech companies need to stand out – and a clear communications strategy is paramount to consistently communicate business values and success.

 

THE IMPORTANCE OF SUCCESSFUL PR

It's no secret that a well-honed and well-crafted PR campaign can help to elevate a company's profile, but too often start-ups see a communications strategy as non-essential early on.

However, for those aiming to bridge the funding gap and take the next step in their cleantech innovation journey, a finely-tuned communications campaign can be a powerful tool.

But it’s about more than just coverage in publications. It is about a multi-channel approach that helps build the public profile of a company and its key members of staff. Through a variety of different tactics, such as journalist briefings, thought-leadership articles, or commenting on the latest industry trend, cleantech start-ups can position themselves as leaders in their field and attract the attention of investors, industry leaders, and lawmakers.

 

 
Source: Coolbrook

 

COOLBROOK

Building credibility and forging a strong reputation through integrated communications can lead to clear material benefits for cleantech innovators.

Take Coolbrook, for example. When the Finnish innovator partnered with GingerMay for an integrated communications and PR campaign, Coolbrook was at a vital point in its growth. Its game-changing technology can electrify many of the energy-intensive processes used in heavy industries, potentially cutting around 30% of carbon emissions globally.

Our laser-focussed outreach and creative pitches, coupled with a LinkedIn campaign to build Coolbrook’s social presence, helped to achieve outstanding results, landing them coverage in The Economist, Financial Times, and Forbes.

This coverage has been pivotal in establishing Coolbrook as sector leaders. Now recognised as the heavy-industry electrification trailblazers, the company has seen doors open with heavy industry giants for partnerships, and had meetings with influential lawmakers.

 

TACTICS

Our work with Coolbrook highlights the power of PR, and also shows it’s not as simple as pitching a few journalists and hoping for front-page features. Cleantech start-ups need to keep a few things in mind when considering a PR and integrated comms campaign:

• Find your PR partner at the right time

Not every start-up is ready for PR. Similarly, too often start-ups only think about PR when competitors begin to take a larger share of press attention. Timing is everything when it comes to PR so ensure you are ready to commit to a campaign. Speak to others within your industry or trusted PR partners for advice on when to start.

• Have concrete goals in mind – but be realistic

Everyone wants to get a front-page interview with the Financial Times – but getting there takes work and patience. Cleantech innovators should have clear ideas about the kinds of audiences they want to reach with their PR campaign, while still acknowledging that national coverage rarely happens immediately.

• Stay agile

The news cycle moves fast. Getting the best coverage means being willing to respond quickly to journalist requests, and give a unique and insightful opinion on the latest industry trends. Viewpoints that go against the grain are gold dust to journalists. Obviously avoid the incendiary but don't be afraid to communicate your unique views on an issue.

• Talk with authority about what you know

Own your niche. Every cleantech startup will have a specialist area that it is trying to revolutionise and being able to talk about it knowledgeably and passionately always grabs the attention of journalists and readers. A PR partner can help you to fine tune this story and craft your expertise into a narrative that can help raise your profile.

As the need for cleantech only increases, innovators must put themselves in the best position to scale their technology. Well executed, well timed PR and integrated communications campaigns are the bedrock for enhancing a start-up’s reputation and  positioning them in front of the investors and decision makers that can give them support to start changing the world.

 

Victoria Usher, Founder & CEO, GingerMay

 

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