How greentech startups can utilize commentary opps

Part and parcel of any environmental public relations (PR) strategy is establishing the leadership team as go-to experts in their respective fields by having them respond to journalists’ calls for insights. But source queries are an opportunity for so much more. They’re an opportunity for journalists to get exclusive information and share well-rounded stories. They’re a chance for environmental brands and thought leaders to gain visibility and obtain earned media coverage while also improving the company’s SEO with backlinks to reputable publications. And they’re a way for these experts to build a rapport with journalists and establish a mutually beneficial relationship. 

The key is not to limit yourself to only food waste, for instance, if that’s your specific niche, but to instead look out for commentary opportunities that you feel you can speak to in multiple verticals such as tech, leadership, sustainability, science, and more. This blog details four ways executives of green tech startups can establish themselves as go-to experts with commentary opportunities. 

Avoid self-promotion

Journalists are often looking for insights on a specific topic (how the drought at the Panama Canal is creating havoc for global trade) and experts who meet particular requirements (global supply chain or trade experts). So, often, requests you come across will provide the topic of discussion and/or specific open-ended questions, whom responses should come from, and a deadline.

While your credentials play a pivotal role in whether your insights make it to the final article, unless explicitly asked, don’t reference or speak about your company in your responses to journalists’ questions since they should not be promotional. The only time you should mention your company is in a couple of sentences at the start of your email, telling the reporter a little about yourself. This should focus on why your experience and expertise are relevant to this specific topic. For example, (first name, last name) is the Co-Founder and CEO of (company name, including a link to your company website), which uses AI to navigate the invisible water crisis. 

Finish off your bio with three sentences that provide a glimpse into your credentials as they relate to the source query and highlight why you are an invaluable source. If you’ve been quoted previously, reference the publications and include links to the articles as this paragraph is where journalists will look to see whether you have that certain “je ne sais quoi” they’re looking for before reading your responses. 

Be original and insightful in PR commentary

Long-winded answers don't guarantee you being published. Journalists are looking for originality and insights that stand out from the hundreds of other responses they’ve received, so get to the point quickly. Do this by moving beyond the mundane, obvious information on the topic and leaving out any unnecessary background information that doesn’t contribute to your argument or point. 

Read the questions carefully. If the request is not looking for basic best practices, steer clear of sharing these and think out of the box. In other words, share insights that people wouldn’t already be aware of or that aren’t readily available through a Google search. Most of the time, journalists are trying to move beyond this and dig deeper for something more personal that only you can share. 

As you answer each question, keep the publication’s intended audience in mind. If a journalist is looking for insights on a piece about the electrical vehicle (EV) revolution for an environmental vertical, ensure you’re sharing arguments that speak to the publication’s eco-conscious readers. However, if the piece is being published in a tech vertical, don’t be afraid to dive into the nitty-gritty details of the technology as these readers will know what you’re talking about. This is a great way to stand out by going against the grain, as long as you stick to the topic.

Timing and etiquette: keys to PR success

Whether there’s a deadline attached to the query or not, timing is of the essence. Journalists could set the deadline for next Thursday and still find everything they’re looking for on the first day that they posted the query. 

Our motto is the sooner you submit your responses, the more likely the chances of journalists using your insights, so try and be one of the first five people to submit a response or share responses within the first two hours of the opportunity going live. Of course, this is not always possible, but it should be the goal. 

Missing the deadline and submitting late says a lot about how reliable and trustworthy you are as a source. It’s also a clear sign that you didn’t read the query properly and it usually leads to your message being redirected to trash, regardless of how great your insights were. Ultimately, the secret sauce is to be quicker than your competitors, but it goes without saying that being fast shouldn’t come at the expense of your responses being imprecise or incomplete. 

Always keep your pitch email etiquette up to speed and professional. The easiest way to get noticed is to meet the requirements of the query, whether that be timing, word count, or providing examples, so ask yourself these questions once you’ve drafted your response: 

• Does my expertise match what the writer is looking for? 
• Have I answered the query with insights that are unique and easily understandable? 
• Did I meet the word count? (if one was provided)
• Have I answered each question with a different answer?
• Did I remove fluff and unnecessary background information? 
• Have I proofread my answers, and is it copy-paste ready?

Build lasting relationships with journalists

If your quotes make it into the published article, think of ways you can help journalists further, for example, by sharing the article on your social media, tagging the writer and publication, and bringing attention to it through hashtags. Another way to be helpful is by reaching out to those journalists at a later stage if you see that they’re working on another article that you have exclusive data on or know someone external to your business that would be an invaluable source. 

Journalists are sharing article queries for various publications, from The New York Times and Forbes to The World Economic Forum and Progressive Grocer, so why wouldn’t you use this as an opportunity to be helpful, establish a relationship, and build credibility? However, you don’t become a go-to source by focusing on what’s in it for you, you become one by being helpful to journalists, making their lives easier, and lending a helping hand. 

Want to elevate your Greentech startup visibility? Implement these expert PR tips to secure media coverage and establish your brand as a thought leader in the industry. Whether you’re crafting insightful commentary or building relationships with journalists, a strong PR strategy is key to driving success. Contact us today for personalized PR support and start gaining the coverage you deserve!