6 Reasons Why Solar Companies Need Public Relations Now More Than Ever
Running any business is hard but there are some industries where it's even more challenging, such as the solar industry. Shifting paradigms is not for the faint of heart, especially when the truth is buried under avalanche of misinformation. How many have you have heard that solar is expensive, unreliable, won't work on a cloudy day or in cold climates? And let's not forget the lockdowns this past year, preventing door to door sales for residential solar installs. So how does one reach out to the public to set the facts straight and entice them to at least entertain the idea of solar? Ads are expensive, as are ad agencies. What's a small biz to do?
Where there are challenges, there are opportunities. Enter Public Relations, one of the best ways to maximize your resources while growing your visibility and credibility to nurture new business.
According to the Public Relations Society of America, “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” In simpler terms, PR is providing clear, consistent messaging to gain people's attention and trust via earned media.
But isn't PR just for giant corporations and multinationals? Not in the least, as there are affordable options, such as boutique PR agencies that cater to small businesses. In fact, small businesses need PR now more than ever. Let me count the ways...
It's more effective than advertising
Yes, you read that correctly. Being featured in the media is more effective than running an advertisement. A recent study by Nielsen found publicity to be 90% MORE effective influencing customers than ads. Why? Because an ad or even social media, the company is driving the narrative but with the media, a neutral third party is doing the talking. Think of it this way - if you see an ad for a new restaurant saying it's the best thing this side of Florence and your best friend recommends a new restaurant that's the best thing this side of Florence, who are you going to believe? The media is like your friend, giving you their recommendation. Being featured by the media skyrockets credibility while showcasing the subject as an authority in their field.
2. It's more affordable than advertising
Hiring an advertising agency is pricey on top of the cost of the ad space - for example one ad in a newspaper can run around $39,000 for a one-time placement (and that's not including the fees for the ad agency, which usually has a retainer plus a percentage of the monthly ad spend). With PR, the media is featuring your business for free, the only cost being the publicist, who comes in with a flat fee that's a fraction of the aforementioned ad cost. The added bonus is that PR benefits from word of mouth and "media momentum", where a story in one outlet can be picked up and run by multiple others via syndication.
3. It has staying power
Unlike social media, which can literally disappear after 24 hours (ie Facebook and Instagram stories) or gets buried in the never ending avalanche of posts, features in the media are on Planet Internet forever (a magazine story from four years ago is still driving traffic to my website, for example). A client can Google your name and every media story your business has ever received will show up. PR also isn't relying on ever-changing algorithms, which typically showcase posts to a dismal 3% of your followers or fans.
4. PR is the wind beneath Marketing wings
Think of PR as being the bread to Marketing's PB & J, the tires to the flashy Ferrari, the springboard for the Olympic diver. Publicity builds a brand's audience and reputation so when Marketing rolls by, the prospects are already warm to hearing offers. Think of your company's branding - while it doesn't provide a quantifiable ROI the way advertising does, your ads wouldn't be nearly as effective if your branding was off. The same can be said for PR. Customers need to know, like and trust a brand before they're ready to buy from them and the more the public sees and hears about your company via earned media, the faster they'll arrive at the Sold sign.
5. Good PR prevents reputation nightmares
Trolls don't just live under bridges these days and your brand's reputation can be quickly tarnished by a keyboard warrior with a bone to pick or too much time on their hands. An unhappy client, product fail or an industry misstep can all be mitigated by a Public Relations professional. Life isn't perfect but with a communications pro in your corner, you can ride out the storms without getting sunk.
6. Being seen as the leader in your niche
Quick question for you - who was the first person to walk on the moon?
Neil Armstrong of course. Now, who was the second?
Most people have no idea without Googling the answer (it was Buzz Aldrin) which illustrates exactly why your company needs to position itself as the premier brand in the field. Know, like and trust all come into play here as humans are hardwired to follow the leader. Even in a B2B setting, companies want to do business with brands that are seen as innovative and secure. So how can a small or medium-sized company can take on Goliath? By being smart with their approach, such as running a study and sharing the data to the press. Fresh findings are gold to the media, who are saturated with the same-old, same-old yet pressured to find something new to excite their audiences.
In short, with advertising, you're the one saying how you're the best thing since sliced bread - with PR, the media is telling everyone you're the greatest thing since sliced bread. As Claire Daniel writers in Adweek, “PR trumps advertising in credibility, price, quality, effectiveness, and usefulness.”
Seems like a bright future ahead for those smart solar companies who make PR an integral part of their overall marketing efforts.