PR Strategies for the Global Roll-out of a Cleantech Startup

Sabine Raabe
3 min readNov 30, 2023


Rolling out a new cleantech business globally requires a comprehensive PR strategy to build brand awareness, establish credibility, and gain market traction. Here are three crucial PR strategies along with effective tactics for each:

1. Positioning as a Leader in Cleantech Innovation:

1. Thought Leadership Content:

· Create and distribute high-quality content showcasing expertise in cleantech innovation (whitepapers, case studies, research reports).

· Offer expert insights through contributed articles, blog posts, and interviews in industry-specific publications, emphasising the business’s innovative solutions.

2. Participation in Industry Events and Conferences:

· Secure speaking slots or panel opportunities at major cleantech conferences, summits, and trade shows to present the business’s innovations.

· Host exclusive workshops, seminars, or networking events during these gatherings to engage with industry leaders and potential partners.

3. Establish Strategic Partnerships:

· Collaborate with influential players in the cleantech ecosystem, including research institutions, universities, NGOs, and established industry leaders.

· Form alliances for joint research projects, co-marketing campaigns, or pilot programs that validate the business’s technology and enhance market credibility.

2. Engage Target Audiences and Stakeholders:

1. Media Relations and Press Coverage:

· Develop targeted media lists and pitch compelling press releases, feature stories, and expert commentary to global media outlets covering cleantech and sustainability.

· Leverage earned media to communicate the business’s achievements, milestones, and impact on the environment.

2. Digital and Social Media Engagement:

· Create and maintain active social media profiles across platforms frequented by the target audience (LinkedIn, X, YouTube, etc.).

· Share engaging content, including product demonstrations, success stories, behind-the-scenes glimpses, and sustainability-focused initiatives to foster engagement and dialogue.

3. Influencer and Advocacy Partnerships:

· Identify and collaborate with influential sustainability advocates, bloggers, industry experts, and thought leaders.

· Engage these influencers to endorse the business’s solutions, participate in campaigns, or advocate for its environmental impact to reach a wider audience.

3. Showcasing Impact and Solutions:

1. Customer Testimonials and Case Studies:

· Gather and showcase success stories and testimonials from satisfied customers or partners using the cleantech solutions.

· Develop comprehensive case studies demonstrating the positive environmental and economic impact achieved through the business’s technology.

2. Community Engagement and Educational Initiatives:

· Launch educational campaigns, workshops, or webinars to inform communities about the importance of cleantech solutions and the business’s role.

· Engage with local communities and educational institutions to promote sustainability awareness and involve them in eco-friendly initiatives.

3. Award Submissions and Recognition:

· Identify and submit applications for industry awards and recognitions that highlight the business’s innovation, sustainability practices, and impact.

· Leverage these accolades in PR campaigns to further enhance the business’s credibility and differentiate it from competitors.

Implementing these PR strategies with a focus on innovation, engagement, and impact can effectively support the global roll-out of a new cleantech business, establishing a strong foothold in the market while promoting its commitment to sustainability and environmental stewardship.



Sabine Raabe

I help leaders craft their stories to #communicate and connect better. Think thought leadership, professional branding and reputation management.