Where do our PR experts find inspiration for their stories? How do they overcome the daily challenges of delivering successful PR strategies?
In our new series, we speak to our Life Sizers to get the answers to these sorts of questions and their perspectives on all things PR, branding, websites, pitch decks and content marketing.
This month, we sat down with Helene, who is one of our Communications Managers and longest-standing Life Sizers. Over the years, she has built strong relationships with many of our German-based clients while delivering exceptional PR support, which has led to top-tier media coverage in the likes of Handelsblatt, NZZ, FAZ and Tagesspiegel.
Helene recently facilitated a visit from the German minister for Economic Affairs and Energy to CMBLU’s headquarters, coordinating reporters from major media agencies like dpa and Reuters. She has also organised a media event for Synhelion’s first solar fuel plant together with corporate partners from SWISS, AMAG and Lufthansa, and was named in PR Report’s 30u30 list in 2022.
Helene shares her insights on how to strengthen your PR strategy…
What is the most challenging lesson you have had to learn as a PR expert, particularly working in the climate tech space?
The most challenging lesson for me as a PR expert, even today, is that good results simply take time. This applies just as much to the climate tech sector as it does, I guess, to every other field.
Founders, in particular, always want everything to happen very quickly and often end up getting lost in the chaos. I used to get carried away by this myself, because time pressure can be incredibly contagious.
Nowadays, in moments like that, I always try to take a deep breath, focus on the bigger picture, reflect on the strategy we’ve aligned on, then set clear priorities and really take the time needed for those priorities. Especially in the age of AI, it becomes clear who is pursuing a clear goal and who is caught up in a constant rush to generate content that nobody needs.
Where do you look for inspiration when crafting a story or strategy for a client?
I recently met a composer on the train who told me that he draws inspiration for his music from everywhere. It made me think: wow, I’d love a job like that, where everything contributes to what I do. But to be honest, it’s no different for me. It’s often conversations with friends, the storyline of a good movie, or experiences in nature that help me come up with really good ideas.
But of course, I also read lots of industry newsletters, listen to podcasts and do research on the relevant topics.
What is one common PR mistake that you see climate tech startups make, and how can this be avoided?
What I see time and time again is that climate tech founders are so deeply immersed in their own technology and product jargon that they don’t even realise no one outside their team understands them.
This can be avoided by regularly talking to people from outside the company and seeking feedback on what is understood and what isn’t. And by telling a story that focuses on how the technology is solving relevant issues and challenges, rather than getting lost in marketing jargon.
Are you struggling to navigate the complexities of PR alone? Speak to Helene to discover how we can help you reach your commercial goals through strategic communications.
