Leveraging Cleantech Strategic PR for Transformative Impact
Cleantech and sustainability companies face the critical challenge of reshaping narratives, establishing credibility, becoming thought leaders, and driving innovation. These Blue Practice success stories of strategic PR illustrate the powerful impact of cleantech strategic PR on industry leaders’ narratives, credibility, and market positioning.
EPS: A Case Study in Cleantech Strategic Success
Following a wave of growth after an influx of funding, Blue Practice assumed all marketing functions for Energy and Power Solutions (EPS), a developer of optimized electrical systems. Our aggressive strategies to elevate the brand and reach new sectors helped us effectively reposition the company as a leader in a newly emerging category.
While leading all marketing functions for the company, we built a new website and corresponding content, created a new company tagline, managed corporate collateral and exhibits, built a strategic list of shows and events, and built a market presence for the company in a vertical industry sector. Working with a PR to develop and deploy strategic PR initiatives ensured that messaging and communications on all platforms were consistent, cohesive, and relevant.
Strategic PR directed EPS to new target strategic sectors for business development, and then effectively marketed the company in those areas with a newly-developed toolkit of key messages and positioning.
Cradle to Cradle Products Innovation Institute: Pioneering Thought Leadership through Cleantech PR
The Cradle to Cradle Products Innovation Institute is a prime example of how we have established thought leadership in sustainability. From strategizing the organization’s launch to promoting adoption across many industries, we played a formative role in shaping its communications efforts.
Our launch event earned coverage in the Wall Street Journal on the organization’s kickoff event at Google headquarters with the likes of former California Governor Arnold Schwarzenegger, Chad Hurley of YouTube and Wendy Schmidt of the Schmidt Family Foundation.
To further the Institute’s communications goals, Blue Practice produced a marketing summit that brought together more than a dozen companies to unite under a shared message and set of values. This collaborative effort not only fostered a community of like-minded organizations but also amplified the collective voice advocating for Cradle to Cradle certification.
In our ongoing partnership with the Institute, we supported its initiatives and the many companies that achieved product certifications. Blue Practice’s expertise in media relations and corporate communications became a cornerstone for these brands, particularly those within the built environment, apparel, cosmetics, and other consumer goods sectors. By aligning closely with their goals for publicizing sustainability efforts, we ensured that their product innovations received the recognition they deserved, and cementing the Institute’s role as a leading standard for circular design.
The Institute’s continued prominence as a leading force in sustainability is a testament to the potency of strategic PR. Through our work, Blue Practice solidified credibility for the institute, and became an example of how an organization’s thought leadership can be nurtured through strategic PR.
AEye’s Journey: Storytelling Innovations in Biomimicry
AEye, an autonomous vehicle technology designed to perceive like a person but think like a robot, needed a completely fresh approach to telling AI stories. We leveraged strategic PR strategies to translate AEye’s complex innovations to a more general audience.
Many AI innovations have the potential to change the landscape of any industry they’re applied to. But the formulas, science, and stories of their creation are often more nuanced than the typical journalist can understand.
We worked closely with the AEye team to gain a deep understanding of AEye’s iDAR,for autonomous vehicles, allowing us to develop two bylined articles and run a strategic education campaign, engaging reporters and influencers in the space about the relevancy of biomimicry in the world of AI, initiating conversation around iDAR’s technology and AEye’s industry call to make the robot perceive like us, demonstrating their leadership in the autonomous vehicle space.
This work allowed us to introduce the AEye team to a variety of influencers in the space, resulting in introductions with top-tier media such as The Wall Street Journal and Fast Company, as well as placements in VentureBeat and Inhabitat.
By partnering with an agency specializing in sustainability innovations and strategic PR, AEye was able to earn coverage in mainstream and industry publications, establishing the company as industry leaders in an exciting sector.
Carbonfuture: Shaping Narratives
We have also found success in strategic PR by bringing data-driven strategies to Carbonfuture.
To help the company tell its story to a broadening rank of global business media who were just beginning to cover the carbon landscape, we provided insights and strategic recommendations informed by a thorough media landscape analysis. By analyzing the way the media had covered the space to date, we were able to help Carbonfuture understand how companies in their space had defined their share of voice, the impact of announcements, and what the recurrent themes were echoing in the media.
Blue Practice’s recommendations and emphasis on credibility building reshaped Carbonfuture’s narrative, positioning it as a trustworthy voice in the evolving carbon market. This case exemplifies the impact of data-driven strategic recommendations in strategic PR.
Unlocking Success with Strategic PR
Our case studies of EPS, Cradle to Cradle, AEye, and Carbonfuture emphasize the significance of strategic repositioning, credibility-building, thought leadership, and innovative cleantech and sustainability engagement. Through them, we can see how strategic PR drives impactful change and fosters leadership.
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