In the past few years I saw a lot of PR agencies launching a Clean Tech Practice. In the interest of full disclosure, I was very tempted to do the same. I am passionate about tech and a big fan of everything green (and I am not even Irish!)
It was during a conversation with a major clean tech company that I understood that Clean Tech is just a label, not where “clean” tech companies should play nor should position themselves. It’s about Energy, or better yet about Renewable Energies and how new technologies can find new solutions to old problems (urgently).
At that point a light bulb went on (and it was a fluorescent bulb!) — As Ogilvy PR, we have a lot of expertise in green IT (from data centers to semiconductors), and we do have a lot of expertise in traditional energy and renewable energies — so the easy part was to combine our existing strengths in both public affairs and technology PR. Et voila! Suddenly we had something the market was craving for. An agency with deep knowledge of who influences and decides public policy and how to reach them with politically effective communications, while offering a broader perspective into technology and business-to-business PR that looks beyond product public relations.
It’s not a new practice, it’s not a new group, it’s just the combination of expertise we already have within our firm. Now available to our clients. Don’t just call it Clean Tech.