Cleantech hires Sterling for global effort

SAN FRANCISCO: The Cleantech Group hired Sterling Communications to spearhead its global PR effort, following a competitive bid.

SAN FRANCISCO: The Cleantech Group hired Sterling Communications to spearhead its global PR effort, following a competitive bid.

The company enlisted Silicon Valley-based Sterling to use the agency's global network to coordinate efforts – including media and analyst relations, event promotion, and social networking – in North America, Europe, and Asia.

“We haven't really talked about our worldwide footprint,” said Dallas Kachan, MD at Cleantech Group.

Marianne O'Connor, president and CEO of Sterling, said that the agency will focus on drawing members to Cleantech's network and forums, as well as promoting its industry data to media.

As part of the effort, Cleantech Group will promote its quarterly investment figures to enhance its thought leadership standing and try to convey the benefits of joining its network. Efforts will also emphasize the economical benefits of clean tech, in addition to incorporating best practices from other global markets, Kachan explained.

“[President Obama's] stimulus package is bringing a lot of visibility to clean [tech],” he said. “It's seductive for North Americans to think of clean tech as being a uniquely American opportunity... but it is not.”

Outreach will target investors, entrepreneurs bringing green products to market, large companies in the process of adopting clean tech, and government entities tasked with green tech funding, among others, Kachan added.
Kachan said a number of firms pitched for the account, but declined to name them.

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