Promoting your green technology through the media
How do you take a green technology idea, scale it and create a market for it? And what role can the media play in that process?
The ever-increasing imperative to solve the world’s environmental problems – and have a planet fit to inhabit for tomorrow’s children – is both an obligation and opportunity for today’s green technology businesses.
Alongside a demand for technology solutions, the environmental challenge has spawned a wealth of media committed to monitoring and highlighting insights and advances from innovative businesses.
The green technology and specialist trade media is hungry for news, knowledge and breakthroughs – and your business could be the next one in the spotlight.
However, competition for winning editorial space is fierce and you need to adopt the right approach to be in contention for coverage.
We’ve helped a range of businesses to make their mark in the media – but what does it take?
- Tackle the issues first – earn permission to promote your product
Focusing on the environmental issue you’re trying to solve first puts you firmly in the shoes of your customer or potential customer.
Showing that you recognise and understand the problem or challenge – and even better if you can quantify it – increases the chances of engaging the reader, listener and viewer with your business. Offering a new perspective on an issue – or evolving the understanding of an older one – helps get you noticed and taken seriously by the media and its audience.
And this earns you the permission to talk about your technology, product or service – based on a foundation of credibility and trust on the topic.
- Research, data and conclusions help you own the topic
Having access to comprehensive and credible research data – either in-house or via respected, external sources – gives you a goldmine of stories to tell and puts your company on the map as a trusted authority on your chosen topic.
And the best reports not only paint a picture of what’s happening now in industry but provide a window on the future. This type of relevant knowledge and insight can be irresistible to the media.
Our clients including Appleyard Lees and Cogent Skills have created in-depth research reports such as the Inside Green Innovation: Progress Report and Greenprint on skills for the low-carbon industries that have fed into successful coverage campaigns we’ve run in the green technology media.
- Demystifying your story is not dumbing down
As with any industry sector, green technologies have their own unique terminology, jargon, acronyms and technicalities.
But being able to explain and communicate simply about your story and – even more importantly – your product or service is paramount when seeking media coverage.
In fact, presenting your topic in a way that anyone can understand is the vital first step in getting people to take a deeper interest in what you’re saying; demonstrating the depth of your knowledge and your technology solution, complete with all its complexities, should be secondary to getting people’s attention in the first place.
- Knowing what’s news – and what’s not news
Many companies make the mistake of thinking their product or service is automatically newsworthy – and get frustrated when it doesn’t make the cut in their desired media.
Instead, it’s crucial to identify the right angles and create a dynamic and compelling story that will stand out from the – literally – hundreds of stories the media receive every day.
Having research findings, data, discoveries and innovations that bring new insights to a topic or challenge will be welcomed more warmly by an often-sceptical media.
- Be prepared to engage openly and honestly
Sometimes, the media will want to hear it “from the horse’s mouth” – in other words, interview your technical expert or senior leadership directly.
Whether face-to-face or by phone/video call, a media interview shouldn’t be a daunting prospect if you’re well-prepared – even media trained – and ready to answer questions openly and honestly.
And this preparation is best undertaken with public relations experts who will help you craft compelling responses to journalist questions and rehearse the interview process.
Becoming a fluent and confident media performer enables you and your company to be prominent voices in your industry.
Making media content and coverage matter to your business
What’s the point of pushing out news and feature content to your industry sector media?
- Reaching an audience already interested in and engaged with topics relevant to your business.
- Demonstrating your business’ knowledge and expertise through its insights and news of innovation.
- Developing credibility with sector journalists and the opportunity to become valued commentators in your sector.
- Gaining at least equal or even greater attention in the market than your competition
- Generating business leads
What tangible results can you expect from engaging effectively with the media?
- REACH: Getting your message out to thousands of decision makers in their chosen media.
- WEBSITE TRAFFIC: driving people to your site – either through backlinks to download a report or by encouraging direct visits to explore your company’s offering.
- SEO: coverage for your company in respected media performs well in organic search results.
- LEADS: clients have received genuine new business enquiries as a result of editorial media activity
How can Metamorphic PR help your business master the media to your advantage?
- Through experience delivering award-winning media campaigns in a variety of sectors.
- Turning company research data and findings into newsworthy communications.
- Collaborating with company experts to shape industry reports and create compelling insights.
- Targeting the media with precision to maximise results.
Still not sure?
Read this case study of our award-winning green technology media campaign for IP and patent firm Appleyard Lees.
Download the above advice as a PDF, complete with examples of media coverage achieved across a variety of green technology secetors.
To discuss further contact Metamorphic PR:
T: 0161 672 7000
