While some countries have started to lift and ease lockdown measures, the COVID-19 pandemic is still not behind us. For several months, most industries have seen activity slow down. Add to this the beginning of an economic recession, plus the constant stream of anxiety-producing news, and it has become quite challenging to find any positives to the current situation.
However, we believe that there is a silver lining for the cleantech industry to come out of this crisis stronger, as there has been a renewed interest in environmental-related news. Another topic, with more potential for systemic change, has also started occupying the news – calls from European ministers, CEOs and researchers to put climate action at the centre of recovery plans. In the UK alone, over 200 of the country’s top firms and investors have called on the government to deliver a recovery plan prioritising the environment. Germany has already taken steps in the right direction, with a €130 billion stimulus package, of which €50 billion are dedicated to investment in research, future and e-mobility, hydrogen technologies, and building modernisations to make them more energy efficient.
And who is better placed to shape the new ‘business as usual’ than the very companies dedicated to solving some of the most pressing challenges of our time?
Strategic communications is what makes you stand out from the crowd
If the COVID-19 pandemic has affected your business, such as causing delays to your projects or forcing you to furlough your staff, your priority is most probably maintaining sales and guaranteeing your employees’ safety. However, what better time is there to focus on the tasks most likely to fall to the bottom of your to-do list than when business activities are slower than usual? Yes, we assume your communications strategy falls into this category.
The majority of cleantech companies will deem it unwise to invest in communications during these uncertain times. The reality is actually quite the opposite. While business is slower than usual, you can finally dedicate time to get to the bottom of your communications strategy and rethink your messaging and PR approach.
While you prepare for activities to pick up again, investigate new industry dynamics and see how they can benefit your business. You have developed the technology, now is the time to show why it can help shape the sustainable economy of tomorrow.
But what if you don’t have news to share? Don’t fear, you still have the opportunity to think outside the box and build a solid content strategy. You can still be a thought leader in your industry and show your expertise to current stakeholders and potential customers. Thought leadership allows you to become a trusted source and industry authority, while you will see that stakeholders will be more likely to think of you when they are ready to buy or invest.
If properly used, strategic communications will make you stand out from the crowd. With the right strategy and messages to support your commercial activities, you will have everything in place to attract potential clients. The hardest part is knowing where to start.
Know when to ask for help
As the pandemic has forced a majority of companies to change the way they operate, the value of collaboration between stakeholders is greater than ever. That’s why we jointly created the Cleantech Heroes initiative with Hyperion Executive Search and Inven Capital.
The premise of Cleantech Heroes is a genuine belief in the power of coming together to bolster the cleantech industry, strengthening its reliance for whatever comes its way. The platform is designed to support cleantech companies and enable them to realise their full potential during this period of uncertainty. Through an online platform and free consultations, the three partners will offer our collective expertise to accelerate European cleantech businesses towards their commercial goals.
Businesses and start-ups can book an individual consultation call with us, Hyperion or Inven, during which we will go through the most pressing challenges related to brand and communications, hiring or raising investment. We will also provide tips and guidance for how to overcome these issues.
To quote Inven Capital’s Managing Director Petr Míkovec: “The cleantech sector is in a unique position to reshape how business is done once we overcome the current pandemic crisis – though only if companies receive the right guidance.”
