No other sector in the economy grew as fast last year and none is projected to grow as much this year as cleantech. This was due, in large part, to the stimulus money from around the world that flowed freely (even in a down economy) into the growing clean or green technology sector. As PR people, I'm sure we all noticed that nearly every magazine featured a "green" issue last year.
Consequently, larger PR firms have been launching cleantech practices and smaller boutique firms have emerged to manage the flood of new technologies ranging from electric vehicles to biomass, smart grid players, green building technologies and too many others to list here. Furthermore, even larger traditional consumer brands are now demanding to a "green" strategy in their communications plan.
That is great news. The only question is: From where will all of these communications professionals come to manage these new accounts? My guess is that biotech, healthcare and technology PR practitioners will service cleantech accounts.
My background was in emerging consumer tech PR, which I thought would prepare me for cleantech. Let's just say I had a rude awakening. Not only are the technologies completely different, but the clients themselves proved to be equally mystifying. It took me a while to get used to the world of cleantech as a communications professional, but eventually I did. I thought it might be useful to share some of the insights I picked up along the way. As a good friend once told me, "Why live and learn when we can learn and then live?"
Following are a few tips for those uninitiated in the world of cleantech PR:..
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