by The number of media organizations and reporters who write about renewables, carbon removal, negative emissions, and other sustainability solutions mitigating the effects of climate change is growing. Not only that, but it’s also doing so in a more long-form, nuanced manner we have just begun to see over the last few years. New, more singularly focused trade publications are emerging.
We have been following this media coverage very closely which has enabled us to identify “white spaces” in the news cycle – conversations that are important to the industry but are predominantly not understood well enough and therefore not covered sufficiently.
Companies are investing more time and resources into increasing their share of voice in the media to establish themselves as emerging leaders, influencers, and innovators as the market for sustainable solutions grows and gains more share of voice in the media news cycles.
How are companies carving out a space for themselves?
In addition to actively pursuing the media’s attention, some smaller and mid-size companies are turning to press releases, sponsored content, speaking opportunities at conferences and podcasts. They are inserting themselves into lobbying efforts and building relationships with academic, non-profit institutions and think tanks.
Media coverage of companies in the renewable energy, sustainability and clean tech industries is driven mostly by individual projects, client acquisitions, corporate news (funding initiatives announcements, executive appointments), participation at industry events, the launch of new products and technologies, and award wins. That is no small feat and requires a significant amount of effort, time, resources and thought. Quality as well is not a given. However, most companies have not yet taken the opportunity to build thought leadership and don’t take enough time to position themselves as experts on key topics. That is of course easier said than done.
Value Behind Stakeholder Engagement
Traditionally considered an aspect of public affairs, engaging and building relationships with stakeholders is another way companies are gaining new insights into the industry, working to achieve their business objectives, and yes, creating value for their PR programs.
Here are a few types of stakeholders who are doing important work to advance conversations about mitigating the impact of climate change short and long-term that companies should consider engaging with.
- Advocacy Groups work to influence public opinion and policy decisions on behalf of their members or the broader community they represent.
- Trade Associations represent the collective interests of their members to government bodies, regulatory agencies, and the public. They advocate for policies that benefit their industry and address issues that affect their members.
- Academic Institutions invest significant resources into conducting research that broadly contributes to the advancement of knowledge on mitigating climate change.
- Think tanks conduct research and analysis on various policy issues, aiming to influence public policy debates and decision-making processes.
As companies consider public relations and public affairs strategies, there are a few important considerations that should guide them in how to best invest their resources and time.
In the realm of climate change mitigation, the role of companies in the sustainability industry, broadly, has taken center stage, sparking a debate on whether companies are actually setting the agenda for change or responding to the market demands. In this evolving landscape, the climate change movement urgently needs clarity on the power dynamics at play between companies and market preferences. This is why it’s critical that the media continues to expand their coverage on these topics and for that, they need reliable expert sources to help them make sense of these trends.