Shooting Par on the Course Toward Renewable Energy

Brian Hall
September 8th, 2009

Visiting Central Illinois recently to play a little golf with my dad, I was excited that the course had a view of a wind farm. Although my own enthusiasm for the scenery was somewhat hindered by a disappointing back nine, to me the wind turbines are a sign of real progress in the battle against climate change.

 

As highlighted in recent Wall Street Journal and USA Today stories, however, those turbines are whipping up brisk winds of “not in my backyard” among local residents and environmentalists. Recent headlines regarding the markets for renewable energy have been mixed as well — with positive news about wind energy and the U.S. government’s program to stimulate renewable energy investment balanced against reports such as the one showing biofuels aren’t fairing as well due to the recession and falling oil prices.

 

For communicators in this sector, breaking through the clutter of mixed news, green hype and opposition is probably more challenging than it is for me to break 90. And while traditional PR certainly can and should play a role, it seems like the opportunity is ripe for digital and social media, especially as channels to reach business, regional and niche audiences.

 

Among the supporters of renewable energy are many passionate fans who believe strongly in the cause. Providing them with the tools and forums to carry your message can be more credible and effective than any company-sponsored communication could ever be. In addition, search engines, blogs, YouTube, Twitter, webinars and other digital media yield increasing influence over business decision makers. And getting your supporters involved in generating positive dialogue is a great way to address the critics — and even begin to bring them on your side.

It appears industry marketers are embracing these tools. Initial results from our “Renewable Energy Digital and Social Media Pulse Check” show the majority are using digital media to communicate with their target audiences.

 

Of course, having a powerful medium at your disposal means nothing if you don’t also have a powerful message that resonates with your target audience. Messages with more aspirational themes have been less successful. The key is to position these offerings as real and practical on an individual level.

 

The critical combination of clear messaging and precise outreach is what I plan to explore during my upcoming speaking engagement at the Renewable Energy Markets Conference in Atlanta (shameless plug: come see me on the “Media and Perception” panel at 1:30, Tuesday, Sept. 15).

 

Stay tuned for additional insight from our “Pulse Check.” I will unveil final results during the conference. Afterward we’ll share the results via The Spark and e-mail as well.

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Emerging from the Downturn with a Little Advice from Robin Williams

Brian Hall
August 10th, 2009

Robin Williams gave his students in the popular movie The Dead Poets Society? A couple things I’ve been reading the past several days have me thinking that same advice may be very apropos for B2B PR and marketing communications professionals right now.

Last week, the Institute of Supply Management reported a solid increase in its manufacturing index for July. And while economic indicators are still somewhat mixed, it seems everyone agrees that we may be seeing some glimmers of light at the end of our long, dark economic tunnel.

No doubt this is welcome news for PR and marketing communications pros. Many — especially in the Advanced Manufacturing & Energy sector — have been diligently working to do more with less for longer than they care to remember. I’ll bet some would really like to take the positive economic indicators as a reason to relax a little, cruise through the next few months and dream of better budgets and resources for 2010. And why not — they’ve earned it!

I’ll tell you why: because their competitors might just follow the advice I read recently on the PRWeek Insider blog from Gibbs & Soell president Luke Lambert. He observed that some companies are wisely starting to more aggressively leverage their strongest brand assets now to catapult market position ahead of the full economic turnaround.

Lambert offered this advice for our profession, encouraging us to be in the moment and act swiftly: ”Be bold and seize a larger share of voice in a less cluttered market, and explore new, non-traditional, focused, and cost-effective ways of communicating with potential customers.”

Or as Robin Williams said in the movie: Carpe Diem! Seize the Day!

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Growing through Creative Customer Service

Ron Loch
July 31st, 2009

My son has food allergies. No dairy, no peanuts, no egg. On more than one vacation, he has been accidently exposed to an allergen through cross-contamination or kitchen staff not realizing casein is a dairy ingredient. However, we have never had a problem when visiting Walt Disney World.  

We just visited again in June and despite an economic climate where “staycations” are becoming the norm and cost cutting would be understandable, the customer service again exceeded our expectations. At Disney, my son gets a personal visit and gourmet creation from the head chef in every restaurant — even the cafeteria-style burger and hot dog shops. 

At one restaurant, the chef even brought out a package of allergen-free chocolate chip cookies so we could order them direct from the manufacturer after we returned home. That wasn’t part of some script, but an employee feeling empowered to be creative in making the customer happy. That’s value that earns my loyalty and word-of-mouth promotion — not to mention blog coverage.

Disney isn’t the only business that has turned creative customer service into marketing magic. I recently read an interesting article in Advertising Age about Zappos, the 10-year-old online shoe retailer that was recently acquired by Amazon for $880 million in cash and stock. It asks, “Is Customer Service a Media Channel?” 

What’s particularly interesting about Zappos is that they treat customer service as a marketing expense, providing service reps the creative freedom to keep customers happy. This has led to a lot of positive chatter about Zappos on social networks and blogs, hence the “media channel” question raised in the Ad Age article.

The importance of customer service is the great unifier of all companies. And, I think B2B organizations can learn something from Disney’s and Zappos‘ customer-service-as-marketing approach. Particularly as the recession shows signs of easing and companies look to accelerate growth in the recovery.   

The next time marketing plans are being crafted, why not have the creative team devise ways to keep existing customers happy? Zappos’ customer reps often surprise repeat customers by upgrading them to free overnight shipping. What simple, creative gestures will delight your customers?  

If you have an answer to that question, please share it here to help get everyone’s creative juices flowing.

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Uncovering "Green Shoots"

Ron Loch
July 13th, 2009

I’ve been reading a lot about economic “green shoots” these days — evidence that the recession is easing and the economy is showing signs of recovery. It got me thinking about how important it is for communicators to seek out their company’s examples of promise and future success. And, in many cases, I believe there are overlooked green shoots that are … well, “green.”

Obviously, many Advanced Manufacturing & Energy companies have distinct sustainability efforts, and some directly offer renewable products or services.  However, with a little searching, communicators will likely find there is even more to their company’s sustainability story. Why? Because as green tech becomes mainstream facility managers are finding ways to reduce operation costs that also happen to reduce a company’s environmental footprint. Yet, they fail to alert communications because they see their decisions simply through a cost-saving rather than a communications prism. Likewise, R&D and marketing may make product changes to reduce shipping costs or lower the customer’s cost of ownership, but don’t communicate the potential broader conservation story that may align with their company’s sustainability platform.

That means communicators need to do a little sleuthing about changes occurring within their company. Are LED lights being used or is Energy Star equipment being purchased and lights being turned off? Are products being made smaller or lighter, thus reducing energy needed for shipping? Has building maintenance switched to green chemicals for cleaning? Sure, some organizations are doing a good job of having their sustainability goals guide these types of decisions, but for others these decisions are happening because they simply make economic sense.

So, why not do some digging around? You may just find a green shoot that helps strengthen your company’s reputation and communicates its prospects for future growth.

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Examine Messages, Audience to Seize Opportunities of Stimulus Act

Brian Hall
June 9th, 2009

From infrastructure to renewable energy, companies throughout the Advanced Manufacturing & Energy sector are working feverishly to capitalize on opportunities created by the U.S. stimulus bill. With so many looking to capture a slice of the pie, the May issue of G&S Insight advises communicators to carefully examine their messages and target audiences:

 

Begin by working across divisions to determine which products best qualify for tax credits and other incentives. Then develop hard-hitting messages that clearly illustrate how your products are better than the competition and help you stand out in the extremely crowded marketplace.

 

Also, look for ways to target your audience directly. Digital/social media, for example, can help deliver your message quickly and with more precision while effectively engaging your defined targets.

 

Finally, recognize that your audience may not fully understand how they can benefit from the stimulus plan — take the opportunity to help educate them.

 

By following the right approach, communicators across the Advanced Manufacturing & Energy segment can harness the new stimulus bill’s potential for maximizing impact on business growth.

 

Read more in the May issue of G&S Insight.

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Wind Energy: Balanced Communication to All Stakeholders Can Help Turn Promise into Reality

Brian Hall
April 20th, 2009

As thousands of wind energy professionals descend upon Chicago for WINDPOWER 2009 in May, the industry finds itself at a critical juncture.

 

In many respects, excitement about wind energy has never been greater. According to the American Wind Energy Association(AWEA), wind power capacity in the U.S. has grown by an average of 32 percent each year for the past five years. A total of 8,358 MW of wind generation — about 42 percent of the entire U.S. generating capacity — was added in 2008 alone. That’s enough, according to AWEA, to power more than 2 million American households annually.

 

In addition, the new U.S. economic stimulus package promises a number of provisions to encourage the development of wind energy. By some estimates as much as $90 billion will be used for renewable energy projects.

 

Yet dramatic recent drops in oil and natural gas prices, a tight credit market and continued uncertainty about exactly how the economic stimulus funds will be distributed has put many major projects on hold. Even billionaire T. Boone Pickens — whose Pickens Plan calls for the country to use wind to generate 20 percent of its electricity — has delayed his massive Texas wind project, citing a drop in natural gas prices and the tightening credit market.

In addition, there are still technological hurdles to making wind a mainstream energy source. Of vital importance, the current electrical grid does not allow for the effective capture and transmission of wind energy.

 

So, the wind industry is at that critical juncture where an inability to outperform promising press releases can create skepticism and erode credibility.  In turn, this credibility gap can create fewer investments and less enthusiastic legislative support that slows progress to glacial pace.

No matter what part of the wind energy supply chain they are in, B2B communicators must remember that they are not only promoting their specific products or company — they are also working together to build a marketplace that requires support from a variety of hype-weary constituencies. To succeed, they must communicate an optimistic yet balanced and complete story about wind energy to:

  • Government officials who can help create a favorable regulatory environment and funnel stimulus funds to right places;

  • Investors who provide necessary financial support for major projects;

  • The public, which can provide the “license to operate” in their communities as well as an eager workforce;

  • Other public and private sector partners that can develop solutions to overcome the technological challenges that still exist.

As B2B communicators, it’s easy for us to get caught up in our own “latest and greatest” technologies and communications targeting our immediate customers. But even the most advanced wind technology won’t create business value if projects don’t get funding, energy can’t be transmitted to homes and businesses, or the public does not support the presence of turbines in their backyards.

 

There’s no doubt most people believe wind energy can be vital to our country’s economic security, environmental stewardship and job growth. And the President and Congress have set a course to generate 20 percent of the nation’s electricity from renewable resources by 2030.

By understanding the entire value chain and communicating a complete story to all stakeholders, B2B communicators can help ensure the promise of wind energy becomes a reality — while building a bigger, more lucrative market for their companies.

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The PR Wisdom of Monty Python and Navistar

Brian Hall
March 11th, 2009

So what do Navistar VP of Communication and Reputation Jon Harmon and Monty Python’s “Life of Brian” have in common? Both encourage us to look on the “bright side.” OK, that’s probably where the similarities end — but there is a good lesson here for B2B communicators and marketers.

At a recent PR industry event in Chicago, Harmon said that because of the financial crisis, many communicators are over-focused on negative news, and forgetting to also communicate their organization’s vision and positive messages.

He cited the FCC as a good example. While over-focusing on the few potential negatives some select users will see when transitioning to a digital cable TV signal, the group isn’t coming close to capitalizing on the many positive messages regarding this transition: more channels, clearer picture, an easy installation process and rebates that essentially make the transition free.

In these trying times, it is especially important to be hopeful yet realistic. Harmon offers three tips for ensuring you keep communications balanced when offering not-so-rosy news.

  1. Come clean with the news of the day. Honestly present the facts and/or figures.
  2. Tell your audience you are fixing the problem, and explain the steps you are taking.
  3. Talk about the positives. What is the company’s vision and growth strategy? What good things are happening now? What is on the horizon? Don’t overstate the positives — but don’t forget them either.

It’s this three-step strategy that helped Navistar navigate recent challenges regarding its SEC filings. But the approach can work beyond financial communications — it also applies to communications to our customers, employees, communities and other audiences as well.

As a side benefit, remembering to focus on the bright side of our businesses just might help us all cope a little better with these pretty difficult times.

So keep your chin up, and help your organization do the same.

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Top B2B Marketers Experience Value of PR in Difficult Economy

Brian Hall
March 9th, 2009

A recent article on BtoBonline cited powerful arguments for the effectiveness of PR in a recession from a variety of marketing decision makers. Here are four points from the article that are most applicable to communicators in the Advanced Manufacturing & Energy sector:

 

1.      Trade media case studies remain an invaluable sales tool. Mark Rentschler, a marketing manager at machine tool manufacturer Makino, makes the case for PR, and more specifically case studies: “… people research more than ever before in this type of economic climate before they make a purchase decision,” he says.

 

2.      The particular nature of the current recession makes for even greater opportunity to generate coverage. For example, print publications working with reduced staffs are looking for content and are often more willing to turn to PR people than in the past. In addition, new media outlets like YouTube and blogs also crave content.

 

3.      We can prove PR provides strong return on investment. For example, the article cites a Procter & Gamble study that examined the marketing mix of its six brands finding PR delivered a 275% ROI.

 

4.      As companies make job cuts, slash benefits and make other moves to right their financial ship, effective internal PR and communications is an absolute necessity.

 

By the way, it was interesting to note how a misguided notion about “the commoditization of public relations” rears its ugly head near the end of the article. Most PR strategists and crisis communicators worth their salt know that this view paints a perilously incomplete picture of PR’s value. What do you think?

Got any additional tips for using PR to cost-effectively drive real business results in this economy? Had any successes, challenges? We’d love to hear them.

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Recognizing Promise Amid Peril: Are You a Shovel-Ready Communicator?

Brian Hall
March 1st, 2009

Welcome to the inaugural blog post for what we hope will become a regular destination for B2B PR and marketing communicators in the Advanced Manufacturing & Energy space!

 

Quick introduction and disclosure: Gibbs & Soell is an independent PR firm with communications specialties in the areas of science, technology and business innovation. Our authors will be offering guidance and useful tips, and we will be happy to engage in dialogues conducted with professional courtesy and transparency.

 

So, we invite you to weigh in with your comments. And there has been plenty of news to weigh in on recently…

 

l’ll bet there were a lot of B2B marketing and PR folks who felt an extra ounce of professional anxiety when President Obama signed into law the new economic stimulus package. Many of us have been struggling for months with how to balance the need to deliver results against demands to control costs as our companies face increasing financial pressure.

 

Of course we are optimistic — or at least hopeful — that the stimulus will ultimately create better demand for our products and services. Even President Obama encouraged Americans to “find promise amid peril” in his recent address to Congress. But in the short-term it also reinforces our results vs. finances dilemma.

 

It’s only natural to get caught up in the immediate day-to-day swings of the market or get depressed by the necessary financial cuts to ensure profitability and/or solvency. However, regardless of your political views, we should heed the President’s advice and take a long-term view of where we want to go. We need to chart a clear path to get there, and maintain a focus on achieving those goals. This requires a clear vision and actively communicating to all stakeholders — external and internal. Communications should acknowledge the pain and past sacrifices, but then move forward in a responsible, matter-of-fact manner that demonstrates whey their path is the right (and healthy) one.

 

We must also remember that turmoil is an opportunity to capture or cement market position. If your competitors focus more on cutting costs than communicating to the marketplace, that gives you a chance to gain a dominant share of voice. So, don’t be shy about pointing out the inherent advantages of your products or services — especially how they help customers mitigate risk or grow profits during times like these.

 

The bottom line is that PR was made for times like this. No other communications service can generate the type of credibility, awareness and dialogue that PR can. Nor is any other service as cost effective.

 

So, is your PR program “shovel ready?” Are you prepared to take action to capitalize on opportunities of today’s marketplace?

 

Let us know about what is–and isn’t–working for you. How can we continue to showcase the value we provide as professional communicators during a time when many in the C-Suite are looking harder than ever at the bottom line?

 

Thanks for reading, and stay tuned.

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