There is a pressing need to communicate the benefits of clean technology to an expanding consumer base. Many clean tech firms choose to do their own public relations for the sake of cutting costs. However, if chosen wisely, a P.R. firm can significantly increase the bottom-line for clean tech companies.
Schwartz Communications, for example, announced yesterday that it added eleven new clean technology clients to its public relations firm in 2010. Those clients include companies in smart grid technologies, carbon management, wind energy, solar energy, green products, green building materials, and biofuels. That brings Schwartz Communications total of clean tech clients to 25 companies.
What makes Schwartz a preferred P.R. firm for clean tech companies? What are the characteristics that clean tech companies should look for in a P.R. firm?
The ideal P.R. company for clean tech firms effectively manages print and online media communications to enhance company exposure (preferably at a high ROI). The P.R. firm should know how to generate government policy support and funding for clean tech industries. It is also important that the P.R. firm has a solid grasp of the relevant players in the clean tech field, as well as an understanding of consumer adoption for clean tech.
Schwartz, for example, attributes its success with clean tech firms to its abilities to:
1-Identify and secure government funding
2-Leverage media outlets to drive consumer demand
3-Provide ongoing analysis of legislation that affects their client’s business
4-Increase company visibility at conferences and industry events
5-Facilitate company exchange with thought leaders in the field
6-Help companies launch into untapped geographic markets
What other P.R. firms exemplify successful practices in the clean tech field? What are other characteristics clean tech companies should look for in a P.R. firm? Are there any disadvantages to outsourcing P.R. to an agency? I’d love to hear about your experiences with the use of P.R. firms to maximize media exposure and policy support for your clean tech company.