This week, PilmerPR’s public relations work for ElectraTherm was submitted for a possible award from a major PR association. We think our chances are good, but are humble enough to know that there is a lot of great PR work going on out there by our peers and competitors.  

We like our chances because PilmerPR has done a two year deep dive into the world of Green PR, Corporate Social Responsibility, Cleantech, and Environmental Sustainability. We know how to avoid greenwashing and have turned down offers to represent companies who appear to be more “show than go”, more marketing hype than Green. ElectraTherm is the real deal. Their award winning product converts waste heat from industrial sources into electricity without any other fuel and without any emissions. Cool! This is not some “Back to the Future” Flux Capacitor thing coming in fifty years. The ElectraTherm Green Machine is in commercial power production at SMU, home of one of countries leading Geothermal Labs in the U.S., and that’s not a coincidence. 

So far, and we’re just getting started, PilmerPR has garnered 26 feature articles and a feature on Free to Be Green on Dallas Channel 33 , reaching more than 36.8 million individuals, and accumulating approximately $1,127,700 in alternative advertising value. The SEO portion of our public relations plan yielded 10,000 website hits in a two week period. Here’s what the client says about our work: 

“ElectraTherm’s requirements for driving awareness about our new products to key publics have been exceeded by PilmerPR. The press relations campaign driven by PilmerPR around the launch of our new ElectraTherm Green Machine has brought new top tier investors and customers to our door. It has created a foundation for building major press momentum going forward. PilmerPR has assisted greatly in driving publicity that has moved the needle for our strategic objectives.” Bill Olson – Vice President, Business Development at ElectraTherm 

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Given my increasingly green position and public relations work for green companies, I was recently asked about my stance on offshore drilling for oil. Being a politically conservative voter, some of those sharing my views on economic growth and limited government are confused when I start talking about my passion for more sustainable living. So, here’s what I think. We should drill NOW! 

First, I believe the needs of people, planet, and profits are not mutually exclusive. Billions of dollars of investor money in cleantech and alternative energy support my position. We must be better stewards of earth’s resources. Our clients ElectraTherm and EComfort are good examples of this. Second, we can not lead the world in new solutions for a sustainable future if our economy grinds to a crawl, which it is currently threatening to do. Third, other countries are drilling very near the coastline of the U.S. They are happy to take it all if we don’t want it. Then, they will sell it back to us. Fourth, drilling technology and safety has advanced greatly over the past quarter century. I am satisfied the risk to the environment is offset by these safety advances and the country’s security needs. 

Fact, for now oil fuels the engine of capitalism. If you don’t believe in capitalism you should probably move to a more socialistic country where you will be happier. Fact, foreign oil dependency is a security and economic threat to the U.S. on a massive scale. A huge amount of our oil supply comes from countries unfriendly to the U.S.  

On August 12^th, Doug Wright, KSL radio talk show host spoke about the urgent need for solutions to our current energy problems. Specifically, he addressed the negative ripple effect of out-of-control fuel prices.  Referring to our economic dependence on oil, he shared the thought, “If we’re going broke, nothing else matters.” In other words, no matter what our good intentions are for the environment or sustainability, we can only lead in clean energy or other sustainable improvements if our economy survives and thrives. I agree.  

Now, with that said, let me say that the current oil crisis is a good wake up call for all of us. Government should provide an environment where entrepreneurial solutions to the world’s environmental solutions can thrive. Government does not invent great stuff to make life better and government won’t “fix” the energy problem. Creative, risk tolerant inventors and investors will provide the solutions. Government should clear the road ahead for these individuals to make it happen.

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This past week I came to Hawaii to do PR support for Certiport PATHWAYS conference. I’ve hung around for a week since then to enjoy this tropical paradise, first on the Big Island, then Oahu. We’ve done the expected tourist stuff here including a solemn visit to Pearl Harbor, hiking to Diamond Head, and a visit to the world famous Polynesian Cultural Center.  But, we’ve found our way to some great Eco-Tourism spots and caught a glimpse of what at least one state is doing to improve our treatment of the environment, for ourselves and for our children.

We took a bumpy ride to the mountains on the northeast corner of Hawaii (the Big Island) for a hike into the jungle. We say nine waterfalls and ate guava right off the tree. The great thing about the tour was the effort exerted to protect the ecosystem and to adhere to requirements for low environmental impact during the hike. The result was a terrific immersion into this tropical paradise than generations in the future can also expect to enjoy. I’ve captured to feel for the hike in this short video.

Hanauma Bay on Oahu is another place where this state is working hard to preserve the environment despite one million visitors per year. While the coral reef is challenged, as are most reefs globally, education before entering the nature preserve teaches all one million visitors per year to take responsibility for protecting the environment.

 I had previously read that Hawaii produces 25 percent of its electricity from geothermal sources. Today, I read in the Honolulu Star that the Geothermal Energy Association reports 103 geothermal power projects now in development in 13 U.S. states. Once online these will produce 4,000 megawatts of power, enough to power 4 million homes. Hawaii already has 35 megawatts of geothermal electrical capacity online. Go Hawaii!!!

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Utah real estate developers are pressing hard to build a bridge over Utah Lake. The environmental public relations whiplash from this proposed plan is just starting. I wrote the following letter to the editor of the Daily Herald in response to a biased article supporting bridge building. I still need more information to form a firm opinion, but we should take the environmental impact into account on this one.

Recently, I stood at the summit of Mt Baldy above Lindon/Pleasant Grove west of Mount Timpanogos – a beautiful view of Utah Lake without a bridge in sight. This view does rival Lake Tahoe from that vantage point counter to the premise of your article. The man-made problems resulting from non-native carp introduction in Utah Lake is no basis for further poor planning. The history of Utah Lake is full of mis-steps and pollution for which most of us wish we could have a ‘do-over’. We must grow as an economy but plan carefully – just like Tahoe in your article. Consider a scenic highway just north of Utah Lake. An aerial view shows few houses. Run the numbers and see if the cost would be less than a bridge. The environmental cost may also be lower.

North Utah Lake street map

North Utah Lake aerial view

This issues around the bridge/causeway over Utah Lake are economic. asthetic and environmental. The environmental concerns are valid if you take the Great Salt Lake causeway as a case study. Utah Valley is ranked by many experts as one of the best places to live and work. Our valley have good PR. Let’s keep it that way by improving our track record on protecting our pristine environment. We must pay attention to more than just economic expansion. Look at the triple bottom line: people, planet, and profit. We can make these work in harmony.

Great Salt Lake Shorelands Preserve

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The press is now asking questions regarding the energy debt amassed in the creation of cleantech products. Energy consumption during silicon manufacture has brought this issue to the fore as experts recognize the large energy debt created by the manufacturing process for current solar photovoltaic panels. As a result, other “green” power technologies have been asked to account for the power consumed in the manufacture, shipping, and installation of products.  

This brings us also to the growing expectation in the public for Corporate Social Responsibility (CSR). Green is a subset of CSR. As one green energy client points out, there should be compelling energy savings and other business reasons for producing a cleantech product long before it is viewed as a Green solution. And, while there is ample hypocrisy among editors, companies, and politicians claiming to be Green, the fact is there will be escalating expectations among investors, customers, partners, the press, politicians, and consumers for companies to “do the right thing” in a larger sense of the word.  

Therefore, PilmerPR recommends that consideration be paid to CSR issues in small companies as if the company were a much larger publicly held corporation with the CSR spotlight on it – as it soon will be as you gain notoriety.  

One of the truly greenest companies I know of, New Seasons Market grocery chain in Portland, shares the thought, “It’s hard to be truly green, but we are getting better.” The idea is we aren’t perfect, but we are working on it in a measurable way. 

Areas to consider regarding your company’s state of Green, among others: 

• What’s not Green right now (and can be improved on) about your company, its officers, and employees? 
• Are employees encouraged to conserve energy or resources by recycling, riding the bus, using compact fluorescent light bulbs, xerascaping, etc.? 
• What does the company do (or can do) to save energy in manufacturing or office facilities?  
• Are there recycled materials, well managed sources for wood, or other processes like water recycling or conservation that can be improved upon? 
• Do company vehicles run on alternative fuel or use hybrid technology? 
• How will manufacturing partners or facilities be required to account for environmentally sustainable practices?  
• What is the company doing to give back to the community what it has learned about being Green?

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Reading an article on Wal-Mart’s “sustainability” progress report reminded me of the concerns some companies have expressed about claiming to be Green “to early”. While I’m a huge proponent of avoiding the perception of greenwashing, the Wal-Mart approach makes sense for Green PR. Announce sustainable Green objectives, and then announce measurable organizational progress against the objectives. This builds credibility and goodwill, while appropriately publicizing your efforts in sustainability. Remember to invest more in actually “being” Green than in marketing Green. You may want to consult a professional communicator to achieve the right balance between “talking” and “doing” sustainability. 

In recent discussions with a terrific Green leader, Portland based New Seasons Market, Marketing Director Helen Neville spoke about the fact that its “hard to be Green”, I mean really Green. Helen’s point reiterated by others is that we are all implementing sustainability on a “learn as you go” basis. People will make allowance for imperfection as long as progress is being made. Imperfection in Green is not by itself a reason not to publicize legitimate efforts, but actions speak loudly.

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Back in November 1970, Oregon’s Highway Division tried to dispose of a 45-foot-long whale carcass by blowing it up using a half-ton of dynamite. Since all area beaches are under the jurisdiction of the state Parks and Recreation Department, responsibility for disposing of the carcass fell upon the Oregon Department of Transportation. Needless to say, the plan went amiss when pieces went soaring through the air toward curious onlookers and created one of the most memorable stories ever reported in area newspapers, radio and television.

Although this would be one incident ODOT would love to have put behind them, the more than 30-year-old story was recently brought back into existence by video of the event flung into cyberspace and appearing on subscriber electronic bulletin boards nationwide. The quick dissemination of information over the Internet triggered an influx of calls to ODOT’s public affairs department from curious reporters in Oregon, San Francisco, Washington D.C. and even from The Wall Street Journal. It was amazing that people were calling about a story that was nearly a half century old.

It’s a challenging juxtaposition for any company to take on, trying to effectively communicate what they do and not just what they say. With the globalization of the Internet and the growing domination of online news over print and broadcast media, these new forms of content delivery are driving infinite possibilities of how public relations professionals can deliver messaging to specific audiences.

We all need to keep in mind that over 57% of Internet users report they watch video online and share what they find with others. Considering that these are not only direct customers and prospects, but also journalists, it is now our job as professionals to stay ahead of these technological innovations by combining social media and public relations. It’s time to join with peers from all age groups in order to improve our communications strategies for tackling these issues and become proactive, rather than reactive to the changes brought about by advances in 21^st Century technology.

Looking back years later, Oregon’s “exploding whale” story is now the #5 web video of all time with over 350 million views. Paul Linnman, the 1970’s feature reporter noted, “It might be concluded that should a whale ever be washed ashore in Lane County again, those in charge will not only remember what to do, they’ll certainly remember what not to do.”

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When PilmerPR has the chance to represent a truly great Green company, the feeling is terrific. Green PR is a passion for us and helping start a revolution in recovered energy power generation is a lot of fun.  ElectraTherm is a startup with huge potential. Today, they are making the following announcement:  

ElectraTherm, Inc. (www.electratherm.com) today announced the successful installation of its first commercial waste heat generator. The ElectraTherm Green Machine makes electricity from residual industrial heat that has, until now, gone to waste.    Using patented heat and pressure recovery technology, ElectraTherm employs minimal heat (200 degrees F liquid) to generate fuel-free, emissions-free electricity at a very low cost: three to four cents per kW/hr during payback period, under a penny/kW hour thereafter.  Testing of the 50kW ElectraTherm Green Machine, installed at Southern Methodist University in Dallas, Texas, by Gulf Coast Green Energy and ElectraTherm has exceeded expectations, reaching output well beyond its 50kW rating. 

The U.S. Department of Energy reports that the available seven quadrillion Btu of waste heat sources exceeds the current production of all other U.S. renewable power sources combined. This includes hydroelectric, wood, biofuels, geothermal, wind, and solar photovoltaic. With a  subsidy-free payback period of  three  years or less, the implications on the world stage of a modular, scalable (50-500kW output) unit making electricity from unused, accessible heat are huge.

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In past entries we have spoken of “real deal” Green PR vs. Greenwashing. Our research presented to public relations professionals on the subject shows a 400 percent increase in press stories around green and social responsibility in the past three years.  This trend will continue to grow.

An example of this type of story follows in this request to PilmerPR for a CSR oriented company: 

“Corporate Social Responsibility – XYZ magazine is looking to speak to corporations that have recently instituted a CSR program and is willing to speak about the reasons for doing so and give full details of the program, including how the company is engaging its employee base to get involved.” 

When considering future public relations strategies, corporate leaders will do well to “seize the day” with real deal sustainable processes and strategies. The press wants to cover the good news, and they will spotlight negligence for companies treating these areas lightly.  

CSR strategies should be articulated on the company website and appropriate press outreach with successes has the potential for depositing serious goodwill into the goodwill piggy bank against which to draw when public perception may turn negative.

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Many of my best life lessons have come from watching children. However, I was a bit surprised to open YouTube to find one of the most compelling environmental speeches of our day was given by a 13 year old. Watch for these 4 B’s in this young spokesperson prodigy.  

Be genuine

Be brief

Be factual

Be bold  

As public relations spokespersons these skills bring life to the message and motivate action.

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