Media launch PR for sustainable solar energy solutions provider

Client: A leading European provider of sustainable solar energy solutions

Brief: To create noise around the media launch of AMPYR Solar Europe. With thousands of energy companies out there, and the top-level media tending to focus on large or listed companies, the challenge was to communicate clearly and convincingly. We needed to convey the importance of this particular news story to journalists at the top media outlets, as well as those working at specialist publications, in a very competitive space.

By generating and distributing press releases alongside a strategy to introduce this newly formed company to the media. This also involved a media call which was actively attended by the key journalists covering the sector.

Our Approach:

• Strategic Communications: Ahead of the initial press release, we researched and selected the key timing that would be most appropriate and have the greatest impact. The team identified key journalists at the publications that aligned with our client’s target list and engaged in active conversations with them to manage the accurate and effective positioning of the client within the media.

  As well as the launch itself, we have subsequently worked with ASE on press releases on an ad hoc basis, including when the company received investment from CarVal Investors and when the group expanded into the US with AMPYR USA. On every occasion, we adjusted our media distribution list to best reflect the client’s target publications, including geographical considerations, and achieved a high hit rate of coverage.

• Specialist Content Writing: The bespoke communications strategy was supported by carefully crafted press releases, which stressed the importance of the formation of the new company and placed it in the context of energy market trends and policy shifts.

Results: The launch hit 75% of the ‘dream list’ of target media produced by the client and was widely written up, including in major sector publications such as Bloomberg, The Times, Reuters, Platts and Argus, as well as pension fund and institutional investor publications the client was keen to target while seeking investors.