How to create the best green tech PR strategy

If you’re a founder at a green tech startup, you’re likely on a mission to tackle one of the biggest issues facing the world today – namely, climate change. However, many other companies in the sustainability sector are doing just the same. How do you set yourself apart and build brand recognition?  

The key to getting your brand’s name out there is through crafting a highly targeted tech PR strategy that goes the extra mile to elevate your green tech startup in the media. Here are some tips for developing a transformative PR strategy that will not only result in maximum coverage for your startup’s announcements but also serve to position you as thought leaders in the industry.

Don’t wait until launch

Even if your green tech startup hasn’t officially launched a product yet, you can start putting together a PR strategy that includes an action plan and a list of publications and journalists that will be receptive to your news once it’s ready to announce. 

Look for outlets that cover technology, environmental, and sustainability stories, and pay close attention to which journalists report on which types of news. Even beyond these types of publications, mainstream and local publications have reporters who cover sustainability news as well. You’ll need to do some research to find the right reporters at each publication, because your product launch story will go nowhere if you are pitching it to reporters who cover funding announcements. Be sure to also consider adjacent media verticals that are relevant to reaching your audiences. For example, if your technology is beneficial to the grocery retail industry, be sure you are approaching reporters at publications in that space.

Craft effective key messages

As you put together your PR strategy, set down which selling points are unique to your company. What makes you different from your competitors and why is your sustainability startup positioned to solve the environmental problems facing the world today? When you have these points defined, think about some additional points that might set you apart when you're approaching journalists. Perhaps your founder has an interesting background or a compelling story about why the company was founded. This kind of background can entice a reporter into wanting to know more.

Any successful tech PR strategy will also include topical angles that resonate with journalists. Immerse yourself in your industry’s news to find out the stories that are getting hyped, the trends that are hot, and how the headlines are phrased. These will help guide you as you determine how to get your own green tech startup into the news when you have an announcement to share.

Forge relationships with the press

Keeping your brand in the media means having a PR strategy that includes a focus on building relationships with journalists. Follow reporters on social media and pay close attention to the types of stories they cover. Remember that their job is to appeal to their readers with interesting and insightful stories about the industry. The fact that your green tech startup exists is not news in and of itself. When reaching out to reporters, you need to help them understand the context of how your product or service will benefit users and society.

To ensure healthy relationships with the press, consider how you can make a journalist's job easier. Reporters work with tight deadlines, so don’t email them at the end of their day or late on a Friday with a new pitch. If a journalist is looking for insightful commentary to add depth to a climate change story, be sure to adhere to their deadlines. Get back to them in a timely manner with valuable information and make yourself – or an executive on your team – available for an interview if the reporter would like additional details. This kind of relationship-building will pay off later when you are reaching out to the journalist with a story of your own to share.

Lean into thought leadership

To boost brand visibility for your green tech startup, your strategy should look beyond press releases. After your launch, it may be a while before your next announcement, so your PR team needs to have a plan in place for how to get your name in the media on a regular basis in between news stories. 

Opportunities to establish your founder or C-suite executives as thought leaders in the sustainability ecosystem are all around. Contributing guest posts and opinion pieces to mainstream and industry publications can ensure that reporters know your company’s name the next time you reach out to them with an announcement. Additionally, being seen as a credible expert is important as you reach out to investors while you are fundraising, to future partners as you expand your startup’s reach, and more.

Getting your management team booked as guests on podcasts will also go a long way toward boosting the credibility of your startup and raising awareness of your brand. Make sure your PR strategy includes outreach to podcasts in the tech industry, as well as those that discuss environmental and sustainability topics and any other relevant vertical.

The value of an evergreen PR strategy

Many businesses that are good for the environment are well-intentioned, yet struggle to earn brand recognition. Having a well-thought-out PR strategy in place even before you launch will provide the fertile foundation you need to generate positive press coverage. 

Just as there are seasons to the year, there are cycles in the news industry. By consistently paying attention to trending topics, nurturing relationships with reporters, and becoming part of the greater conversation about green tech, you will ensure that your PR efforts bear fruit down the line.