For too long, businesses have failed to understand the benefits of PR releases when it comes to promoting green innovations: in fact, whether it’s a bus service making the switch to solar or a new biofuel capable of powering aircraft, advancements in green technology have the potential to generate immense public interest and support.
However, this can only happen if they are heard or seen by the right audience.
As climate concerns dominate global discussion and become increasingly integral parts of everyday life, generating such awareness should become a priority - and this is where the press release comes in.
How Breakthroughs Were Communicated in the Past
For many years, renewable energy innovations were announced through academic forums where researchers would publish their findings in specialized journals, allowing them to showcase their methodologies written in highly technical language and with vast amounts of statistical data. All of this information could not be accessed, let alone understood, by the general public.
Such advancements were also often discussed, and their findings presented, at industry conferences catering to very specific audiences. Meanwhile, government agencies tasked with sharing information addressed their circulars to policy experts and industry leaders, not to their constituents.
With the push to bridge this communication gap between industry experts and the general public, the focus of public relations in renewable energy has evolved to include green energy press releases through effective press release writing. It is therefore essential to know exactly how to craft an expert press release that will resonate with your target audience on your mission to spread awareness about renewable energy and its breakthroughs.
Importance of Press Releases
For over a century, the press release has been one the most valuable assets in the sphere of public relations. Apart from being a cost-effective way to promote clean energy news, it also provides more credibility than other forms of media.
News media outlets have the power to shape public perception and encourage the use of clean energy: when distributed through the proper channels, well-written sustainable energy press releases can accurately convey the benefits, advancements, and potential of renewable technologies across both local and global audiences.
Additionally, company press releases published on various platforms have the power to establish industry authority and grab the interest of the general public, investors, and policymakers alike - take, for example, the coverage of the UN Climate Summits.
In the past, meetings of this sort would cater only to very niche interest groups. However, with an increase in public interest surrounding climate protocols worldwide, press releases have become crucial in sharing the efforts of global leaders and marketing renewable energy advances.
One of the most-read press releases on Canada Newswire’s platform relates to the Royal Caribbean Group’s efforts to test and use a certain biofuel. The release details how the group’s ship, Symphony of the Seas, has significantly reduced its carbon emissions - a headline of interest to both travel enthusiasts and climate activists alike.
Best Practices For Writing Cleantech Press Releases
To craft an effective press release, it is vital to establish its specific goals.
In the renewable energy industry, a press release is an essential element of renewable PR - therefore, apart from shaping public perception about a company, it should also clearly detail the benefits, potential, and advancements made in the field.
To grab the attention of a media house or an editor, an effective press release must be written in a journalistic style: this means following the inverted pyramid formula of reporting, where the most essential information is relayed at the top, and secondary information makes up the body and conclusion. The introduction must also answer all the most important questions: who, what, where, when, and why.
1. Clarity
One of the biggest issues surrounding tech PR is that the subject matter is often dense, and involves industry jargon. An effective press release must therefore relay information in clear language that is easy to understand.
This kind of storytelling is essential in getting audiences on board and increasing the likelihood of a journalist running your release.
2. Data
Sharing data is crucial for effective clean energy PR. With many companies setting a goal of net-zero energy by 2050, along with millions of individuals attempting to reduce their own carbon footprints, actionable data is an essential part of any press release.
To set your company apart as an industry expert and capture the attention of investors and other stakeholders, share data relevant to your readers, such as, for example, how much a particular technology can reduce greenhouse gas emissions.
3. Quotes from Key Personnel
Crafting a release aims to differentiate it from other forms of media and present an unbiased view of a company’s technology, and direct quotes add this credibility.
Whether this testimonial or endorsement is from a high-ranking executive from within the company or a well-regarded industry expert, additional insight from a human voice makes press releases more likely to connect with journalists.
4. Visuals
In a digital world with shortening attention spans and a focus on image-based platforms, such as Instagram, it’s a sin to not include visual elements in your press release. These could be a royalty-free image that displays the push toward renewable energy technology, or a graphical representation of statistical data - whatever you use, just make sure it’s eye-catching enough to grab a journalist’s attention.
5. Honesty
A press release should steer clear of tall claims or skewed data when communicating energy breakthroughs. Journalists and media houses are highly discerning, and any holes in your communication may sour future relationships with media houses or, if published, ruin your company’s image to the world at large.
An important point to note is that once a press release is written and distributed, its effectiveness must be measured. By analyzing performance through certain key metrics and indicators, such as audience sentiment or online visibility, you can craft more successful releases in the future.
There are various tools available out there to help you measure these KPIs. For example, each release distributed with Canada Newswire comes with a Complimentary Visibility Report to help you stay on top of all crucial metrics.
Conclusion
As renewable energy PR tactics continue to become more complex and public interest in eco-friendly technology news reaches an all-time high, a well-written release becomes even more critical to maintaining energy industry media relations than ever before.
With the power of a press release, you can reach a much larger audience, increase your company’s credibility, shape your narrative, and build stronger relationships with journalists and media publications. As solar power, wind turbines, and biofuels enter the sphere of mainstream discussion, make the most of this momentum by targeting your audience with the humble press release.
For any questions you may have along the way, don’t hesitate to reach out to our team at Canada Newswire. Our platform hosts some of the latest press releases for energy sector advancements, and we are committed to helping you with your PR campaigns for even the most obscure of technologies and renewables programs.