Public Relations

The Power of Cleantech Public Relations - use the power of the media/blogosphere to generate credibility and a sense of traction within their industries.

Cleantech start-ups often find themselves in a Chicken/Egg situation where they want to wait until they get a big break before publicizing, but miss the opportunity to use PR and the media to make that big break happen. For the most part, this is because they don't realize that there are several ways to garner coverage by the trade and business press without having a hard news angle.

Manufactured News
Our cleantech public relations firm uses a strategy of creating and placing op-ed articles for our clients. Working with executives of these cleantech companies to draft opinion articles is a great way to circumvent the “no news blues.” A strong opinion piece will always garner attention and the exposure keeps our clients’ websites from looking like stale brochure-ware. The placement of these articles in reputable media outlets provides third party validation for a company’s customers and investors.

Tailored Pitches
Expansion Media landed a client the holy grail of publicity: the front page of the New York Times Sunday Business section. How did we do it? R&D. While our cleantech clients are busy in laboratories, we are closely monitoring and researching the media that cover their respective niches. We handpicked the journalist we wanted to write the story based on their previous coverage of the industry and crafted a pitch the catered to their unique worldview. The result in this case was an article that was not only read by millions of people, but was also 100% positive toward our client. That kind of coverage isn’t the result of luck, but stems from careful research and knowledge of our clients’ industry and the journalists who cover it.

Survey Says!
Most start-ups don’t realize that they can sponsor third-party studies that validate their technology, promoting the results to the media. When one of our clients told us that they had no news scheduled for several months, we designed a survey conducted by an independent research company and garnered significant coverage. We announced the results of the survey in the form of a press release. A few days later, several media outlets ran articles featuring the results including this one from a leading green building news site.

We Get It
Expansion Media employs writers from all backgrounds including M.I.T. PhDs in Environmental Engineering and several skilled media blogger journalists. The advantage to by-lined or contributed articles is that we have 100% control of the message. Of course these articles appear online with links back to our client’s website improving their SEO on two fronts – backlinks from the story itself and hyperlinks within the article back to the client’s website.

Contact Us To Find Out More About Our PR Services