Renewable energy project announcements offer developers a valuable opportunity to showcase their capabilities. However, effective outreach involves more than just drafting and distributing a press release. To maximize impact, developers should first define their goals for the announcement and create a well-thought-out plan to guide their approach.
Just as a developer wouldn’t break ground on a project without a blueprint, media outreach should follow a clear strategy.
Before making an announcement, consider three key questions:
- What do you want to achieve?
- What are you willing to share?
- What level of media engagement are you comfortable with?
For some developers, a simple press release posted on a wire service is enough, making project details searchable for prospective clients and offtakers. However, issuing a release without media engagement limits opportunities for coverage and may frustrate reporters, potentially affecting future media relationships.
If the goal is to generate earned media coverage, some level of engagement is essential. This could mean responding to written inquiries or participating in interviews. Over the years, Mercom has worked with plenty of clients who were hesitant to engage with the media due to past negative experiences or concerns about how their stories might be told. We’ve learned that the key to overcoming these challenges is preparation.
Before even thinking about drafting a press release, developers should identify the project’s key messages. These messages should not only shape the announcement but also help executives deliver a consistent narrative. Equally important is knowing what information should remain off-limits to avoid inadvertently disclosing confidential details.
Anticipating potential media questions is another important step. In some cases, addressing key questions within the press release itself can help shape the narrative. In others, preparing responses allows executives to deliver thoughtful responses rather than scrambling under deadline pressure. When thinking about potential questions, remember that journalists often like to focus on the broader impact of a project by talking about how it fits into an industry trend or localizing a story by highlighting how it benefits the community. Being ready to address these aspects can increase the chances of meaningful media coverage.
Finally, before distributing a press release, designate a spokesperson. A clear point of contact, equipped with key messages and responses to anticipated questions, ensures consistency, avoids confusion, and enables timely media engagement.
With the right strategy in place, a project announcement can go beyond a simple news update and instead become a powerful tool to elevate your company’s profile, strengthen media relationships, and position your team as leaders in the renewable energy industry.
Based on decades of experience and strong relationships across the cleantech industry and media landscape, Mercom’s approach delivers widespread media coverage in targeted media outlets.
Learn more about how Mercom can help you craft an impactful media engagement strategy.