Cleantech Storytelling & The Harmony of Mythos

Companies in the mission-driven business of sustainability and climate solutions need great storytelling to cultivate the compelling “why” consumers should go along on their brand journey. While many focus on data and technology as the basis of their story, there’s an often-overlooked creative facet that’s equally critical—the mythos in storytelling.

Mythos was called out in Aristotle’s Poetics as the “arrangement of incidents” in a story. It’s the weaving of a narrative so that it resonates with your audience. According to Aristotle, it’s not enough to have a groundbreaking product or a revolutionary idea. The way you tell your story, or how you blend together its LOGOS (Logic) with ETHOS (Credibility) and PATHOS (Emotion), is the formula for composing a compelling story.

You might see these ingredients in the following examples:

Examples: Tesla, Patagonia, the Ocean Cleanup

  • LOGOS – Tesla favors how logical, efficient, high-performance approach can drive its brand story. Their approach to electric vehicles is about offering a smart alternative that can outperform traditional cars. This logical appeal resonates with consumers who value both sustainability and innovation.
  • ETHOS – Patagonia is a brand synonymous with environmental responsibility. Their commitment goes beyond products; it’s about a corporate ethos that champions sustainability. This credibility resonates with consumers who seek brands that align with their values.
  • PATHOS – The Ocean Cleanup taps into PATHOS, pulling at heartstrings with the visual and emotional impact of ocean pollution. Their mission connects emotionally, drawing support from those moved to protect our oceans.

The real magic happens when these elements blend into a cohesive MYTHOS. You do that by creating a narrative that’s not just logical or credible but also emotionally engaging.

The Mythos in IKEA’s work in sustainability

We can see the interplay of these three narrative ingredients in IKEA’s work in sustainability. LOGOS is evident in IKEA’s practical, affordable, and innovative designs, appealing to the logic of consumers seeking functionality and value. ETHOS shines through their extensive sustainability initiatives, like sourcing eco-friendly materials and aiming for 100% renewable energy use, establishing them as a credible leader in environmental stewardship.

However, it’s the PATHOS where IKEA’s mythos truly comes to life. They don’t just sell furniture; they sell the dream of a better, more sustainable everyday life. Their narrative is about creating a cozy, welcoming home that also cares for the planet. This emotional connection speaks to those who want to make eco-friendly choices without compromising on style or comfort.

IKEA’s story resonates because it’s not just about furniture; it’s about being part of a global movement towards sustainability, offering a sense of belonging and purpose to customers. This cohesive blend of logic, credibility, and emotional appeal positions IKEA as a brand that understands its audience’s desires for a sustainable, yet aesthetically pleasing, lifestyle.

Connecting to that emotion is about understanding the audience’s values, desires, and fears. It should be a story that people can see themselves in, a story that inspires and motivates.

It Matters How You Tell It

Companies navigating a landscape of innovation and sustainability shouldn’t look over the power of storytelling and the art of mythos. It’s not just about the technology or the data; it’s about how you weave these elements into a narrative that captures the imagination and inspires action. It’s not just about what you’re doing; it’s about how you tell your story. Get in touch with us to develop your mythos.

Strategic PR: A Valuable Companion to Science and Tech Innovation

Strategic PR for Science and Tech Innovators

In the belt-tightening world of tech and science startups, where every penny and minute count, securing traditional PR agencies often takes a backseat. Companies are becoming resourceful, opting for a mix-and-match approach to PR services like browsing a candy store – picking a press release here, a social media blast there, all while keeping a keen eye on the bottom line. This ad-hoc strategy is like running a gourmet kitchen using only a microwave. Sure, it’s cheaper and faster, and with all the new tools out there—AI that can almost read your mind, platforms that promise the PR equivalent of instant noodles—it feels like you’re getting the job done. But when you’re building something meant to last, something truly disruptive, you need more than just a quick fix.

The Need for Strategic PR in the Tech and Science Landscape

Many of these plug-and-play communications apps and dashboards present a false sense of empowerment, making companies believe they can automate significant portions of the PR process, from identifying market trends to generating content. This DIY ethos often undervalues the depth and coherence of a strategic PR partnership.

Real-Life Impacts

This approach overlooks the depth and cohesion that a strategic PR partnership can provide. The Picking and choosing services in this manner results in a patchwork of PR initiatives that may fall short in building a meaningful narrative that advances the company’s long-term vision.

Take for instance a biotech startup developing a novel means of gene editing plants for climate change. They’ve invested heavily in research and produced what they consider a groundbreaking report, complemented by a sleek explanatory video. Despite the intrinsic value of their work, they find the echo of their launch is muted. The content might be meticulously crafted, but it doesn’t quite stir the industry or captivate the intended audience. It wasn’t written with the audience in mind – or the currency of the narrative that’s been unfolding across their industry.

It’s a reminder that without a foundational strategy, even the most revolutionary ideas can struggle to find their footing. And it isn’t unique to one startup; it’s symptomatic of a larger pattern within the innovation ecosystem. Undervaluing strategic PR is a big misstep for companies at the forefront of technological and scientific breakthroughs.

The Role and Value of Strategic PR for Science and Tech Innovators

Strategic PR isn’t just an add-on for for science and tech innovators  but a fundamental precursor that shapes how innovations are perceived in the market. As companies approach pivotal moments like commercialization or strategic alliances, the guidance of a PR agency isn’t a luxury but an absolute necessity.

Strategic PR’s Market Positioning and Narrative Impact

Strategic PR is more than media engagement and press releases. It’s an art form that can position a brand, shape its narrative, and set solutions apart from the chorus of “next big things.” Strategic PR is crucial for anticipating the market’s pulse and integrating a company’s offerings within industry narratives. It’s a discipline that probes deeper, asking pivotal questions: Who needs to hear our story? What change do we seek to inspire? How do our initiatives dovetail with our overarching mission? Engaging with a PR team from the inception ensures that every piece of communication is intentional and impactful.

Understanding public perceptions and leveraging them to enrich a brand’s participation in industry conversations is the cornerstone of a successful PR strategy for science and tech innovators.

In the realm of science and technology, where every innovator is vying to be the disruptor, a nuanced PR strategy can set a company apart now and years down the road. It’s not merely about capturing attention; it’s about holding it, nurturing it, and directing it towards a narrative that not only informs but engages and inspires.

For science and technology startups, the role of PR is not auxiliary; it’s fundamental. It’s not an afterthought to the innovation process; it’s a precursor that shapes the public and market’s reception of that innovation. As these companies approach pivotal moments—be it commercialization, funding rounds, or strategic alliances—the foresight of a PR strategist is not a luxury; it’s a necessity.

Strategic PR for the Long Haul

The value of strategic PR lies in its ability to anticipate the market’s pulse and weave a company’s offerings into the fabric of industry narratives. It’s about understanding the nuances of public perception and leveraging them to build a brand that not only enters the conversation but also enriches it.

For the innovators and disruptors working on cutting solutions, remember: strategic PR is not a service to be commissioned in isolation. It’s a partnership that should be nurtured from the very beginning, one that evolves with your company and amplifies your impact.

As these companies chart their course through uncharted territories, the guidance of a strategic PR partner is the compass that ensures their innovations don’t just launch—they soar.

Earned Media and the Need for Holistic PR Engagement

hands holding a world of public relations efforts

Ah, the good old days of public relations, when a well-crafted press release was your golden ticket to media coverage. But let’s face it, the media landscape has undergone seismic shifts that have turned traditional PR strategies on their head, and require holistic PR engagement. And as someone who’s been in the trenches of communications for years, I can tell you that navigating this new terrain is a communications challenge that requires more from your PR agency than media outreach alone.

Shifting Journalistic Realities

Remember when journalists had the luxury of time to sift through press releases and pick stories that piqued their interest? Those days are long gone. Newsrooms are shrinking, and the journalists who remain are juggling multiple beats, leaving them little time to give your story the attention it might deserve. It’s like trying to catch someone’s eye in a crowded room where everyone is shouting.

The Commercialism Conundrum

Let’s talk about the elephant in the room—the commercialization of editorial content. Financial pressures are driving many more media outlets toward advertorials and paid opportunities. What was once the realm of pure journalism is now a marketplace, and your compelling story might just need a price tag to be heard, as has specifically happened to me in a media interaction recently.

The Digital Age and New Media Players

The digital age has democratized media, giving voice to bloggers, influencers, and citizen journalists. While this has its merits, it’s also muddied the waters of what constitutes earned media. Many of these new-age media folks charge for what they call “collaborations,” making the landscape even more complex.

So, where does this leave us, the communicators, the storytellers? It’s clear that the old playbook won’t cut it. We need a holistic communications strategy, one that goes beyond the press release and the media pitch. We’re talking multi-channel approaches that leverage social media, influencer partnerships, and even community engagement. It’s not just about getting your story out through the press; it’s about creating a narrative that resonates across multiple platforms and touch points – both through media and directly to the audiences you’re looking to reach.

Redefining PR in the Modern Era

And let’s dispel the myth that PR is just about earned media. In today’s world, PR professionals are jacks-of-all-trades. We’re not just storytellers; we’re brand ambassadors, crisis managers, and much more. Relying solely on earned media is an insufficient and outdated strategy that misses the huge opportunities that savvy PR can bring to your organization today.

So, what’s the game plan? First, let’s embrace data-driven decision-making. Analytics can offer invaluable insights into audience behavior and preferences. Second, relationship-building needs to be at the core of our strategy. A strong network can amplify your message and open doors that you didn’t even know existed. Third, let’s focus on quality over quantity. A compelling, newsworthy story will always find its audience. And lastly, let’s be adaptable. The only constant in the media landscape is change, and our strategies need to be as dynamic as the environment we’re operating in.

The rules of the game have changed, but the game is far from over. As communicators, it’s up to us to adapt, innovate, and find new ways to tell our stories. Get in touch to get started today.

AI +  PR: How Chatbots are Changing Communications

close up shot of a human hand and a holograph

The bots are finally taking over, as ChatGPT, Jasper, Bard and other AI tools are revolutionizing the way we communicate and connect. And the PR industry is no exception. In fact, still in the early days of the technology, we’re finding that the pairing of AI + PR presents an exciting opportunity for us to amplify messages, engage with stakeholders, and drive positive impact in entirely new ways. 

Especially as a boutique firm, AI-powered tools and technologies are enhancing Blue Practice’s capabilities, giving us an expanded ability to service our clients, and empowering us to make data-driven decisions, identify relevant trends, and create more personalized and impactful campaigns. 

Audience Targeting

One of the key advantages of AI in PR is precision targeting and personalization. We’re now finding ways to leverage AI algorithms to identify and engage with the most relevant and receptive audiences for the stories we’re pitching. Through AI-driven audience segmentation, we can analyze hundreds of channels at once, optimize our outreach, and craft targeted messages that resonate with specific outlets and groups, leading to higher conversion rates. Combined with our personalized content and tailored outreach, the support of AI allows us inroads into a deeper connection with stakeholders, driving our clients’ expertise and advocacy.

Optimizing Media Outreach

A spate of AI-powered PR tools now embedded into PR media databases like Muckrack and Meltwater have also streamlined media outreach. AI algorithms can identify journalists, influencers, and media outlets most likely to cover the green initiatives, clean energy solutions, and sustainability projects we need to promote. With its ability to search through and analyze vast catalogs of past media coverage and journalist preferences, AI optimizes media pitch strategies, increasing the likelihood of positive press coverage and brand visibility.

Data-Driven Decision Making

We’re also finding AI-driven data analytics to be a game-changer in our work. Real-time data insights allow us to track the performance of campaigns, monitor sentiment around environmental initiatives, and measure the impact of sustainability communications efforts. Data-driven decision making empowers companies to continuously refine their communication strategies, ensuring maximum reach and engagement. For example, we can use real-time AI web tools to analyze social media posts, news articles, and blog posts to understand how our campaigns are being received, identify concerns, and adjust our strategies accordingly. 

Enhanced Issues Management

In times of crisis or in capitalizing on trending issues, AI-powered sentiment analysis can quickly gauge public attitudes on topics of interest, helping us respond promptly and insert ourselves appropriately. By understanding public perception and the existing narrative around given issues, we can better implement effective communication strategies, maintain trust, and mitigate reputational risks.

Content Creation

It would be an oversight not to acknowledge what most everyone’s using AI for: content creation. However, at the agency we approach this with caution. Delegating content creation entirely to AI chat engines can be a shortcut resulting in language that feels stilted and impersonal. Instead, we’re using AI as a springboard for our own content generation – to help overcome writer’s block and rapidly generate multiple iterations of a concept. We meticulously edit our AI-generated content, using it as a preliminary guide to shape our own uniquely human narratives.

As these AI tools become more ubiquitous, we’re finding a huge opportunity to leverage them for more effective and impactful communication. By harnessing the power of AI-driven insights, precision targeting, and data-driven decision making, we can amplify clients’ messages, build stronger connections with stakeholders, and drive positive change for a more sustainable world. Contact us to learn more.