The clean energy industry is no stranger to rebranding, with DONG’s metamorphosis into Ørsted last year the most recent high-profile example. Following hot on its heels, last week saw Statoil announce it was to rebrand as Equinor, with the ‘Equi’ in reference to words such as ‘equality’ and ‘equilibrium’, and the ‘nor’ a nod to the company’s Norwegian heritage.
As the old adage runs, ‘don’t judge a book by its cover’. All the same, people do judge by appearances – and your company will be judged on the face which it presents to the outside world.
Deciding which renewable energy events to attend is challenging. Get it right and you might meet the person who represents the next big collaboration for your business. Get it wrong and that’s a big chunk of marketing budget blown on two days of meeting with new contacts that are never going to lead to a new business opportunity.
Having now reached the half-year mark as a graduate at Tamarindo, it seems timely to write a post about my experiences as an entrant to renewable energy PR.
A rebrand is an exciting step, but can be complex territory – and could ultimately damage, rather than enhance, a company’s reputation if mismanaged.
The interview has long been considered – rightly, in our opinion – one of the most effective means of engaging with the media, and, by extension, your wider audience.