The recent announcement of the SunShot Initiative from the DOE is not just an exciting moment for the solar industry, it’s also an opportunity for solar installers in every corner of the nation to contact their local press with an exciting and positive story about solar energy that can be associated with their company. So, if you are a solar installer reading this now: are you the local solar expert that your media call when they need to talk to someone about solar policy or answer questions about solar incentives or even basic solar technology? If not, this is a great opportunity to start those relationships.
While the Hearst Corporation or Tribune-sized media may have already covered the SunShot Initiative announcement in your area, it’s likely that your local or regional paper may not have picked up the news yet. In many cases, these are actually much better outlets to target in an effort to reach your potential customers. An announcement like this is a great opportunity to try out a public relations (PR) campaign that connects the expertise of your solar company leadership with an exciting news piece in the solar industry. PR is a low-cost and effective method for promoting news about your company to an eager audience that includes many of your potential customers. And with news media budgets being slashed, providing reporters with material for great stories is often welcome- especially about a topic as hot as renewable energy and economic growth.
In his book “The New Rules of Marketing and PR,” new media marketer David Meerman Scott suggests and offers proven case studies showing that capitalizing on the excitement of a breaking news piece or announcement related to an industry is an effective method for capturing the attention of the press. Here is how you can try it out for this and future media contact:
- Write your press release. Include the basic facts of the announcement and links to more information about the subject straight from the DOE website. Most importantly, frame it in context for your region and your company. How will it create jobs and grow your business? Possible headlines could read “Solar Company X predicts bright future in Region Y after DOE SunShot Initiative Announcement” or “Solar Company X expects more Region Y growth after DOE SunShot Announcement.” If you need help writing your release, check out examples online or contract a PR professional to help you get the most out of your release.
- Research reporters. Which journalists are assigned to energy/environment stories? Using web search engines, you can often research their contact information so you can begin building a contact database. Resort to a news tip line if you cannot find any contact information. When all else fails, call the reception at the media outlet to find out where to send releases and in what format they accept them. Create a spreadsheet or similar database of this information so you can track your campaign.
- Write your pitch. Customize a greeting for each reporter you are contacting. Your pitch should include a compelling title, highlight the main points of your release, and offer an interview with a senior person at your company to discuss the information in the release and the impact of the program on the future growth of your company and the industry as a whole.
- Follow up. Make sure to follow up the next day. Keep track of the responses of the media you contact, including the results of each contact (no response, offered to highlight- no interview, feature interview scheduled, etc)
- Prepare for Interviews. Interviewing can be exciting but be careful what you say. A quote taken out of context can turn the whole story against you. Rehearse common answers to questions you expect you might receive. And if you don’t know the answer, offer to the reporter that you will research it and get back to them- resist the urge to guess or make something up as these efforts can backfire when they cross-reference your provided information. If you are preparing for an on-camera interview, dress nicely and avoid wearing hats or white shirts. Opt for a company-logo’d shirt if possible. Speak clearly, relaxed, and confidently. It’s common to ask for a “do over” if you flub an answer.
- Thank the reporter. After the interview and after the piece runs, remember to thank the reporter for their time and coverage and offer to serve as their solar expert any time they need you. Make sure you can follow through on that offer.
If your efforts in PR are less successful than you had hoped, consider writing an Op-Ed piece about the story in question for your local paper or business journal.
And, of course, having an online component to your campaign provides additional and longer lasting value. If you have a blog, (which your company should consider for many reasons!), post thoughts and analysis of how the announcement affects your company there. Check out how Jim Jenal of RunOnSun has done just that. Then, promote your blog post through social media channels to encourage additional engagement. Engagement – not just broadcasting and walking away. Be ready to respond to blog comments or responses on Twitter or Facebook.
Is this starting to look like a lot of work? I know; you’re busy enough just trying to install solar energy systems. Having a strong public-relations-focused engagement strategy will help place you ahead of the pack as a thought leader and exemplary solar citizen. Considering other investments you could make in marketing, you might be surprised how well this one will return. Just remember: with breaking news, time is of the essence. So what are you waiting for?