The three-year-old website has called in Octopus PR to handle the campaign, aimed at building its credibility with a senior-level audience.
Greenbang is planning to commercialise its existing website, which tracks developments and innovation in the low-carbon industries. This includes analysing businesses on their strategy and products, largely through its paid-for Low Carbon Technologies Report.
‘We want Greenbang to become a forum for fresh thinking on sustainability and technology issues, but in a language everyday business people understand,' said Greenbang MD Dan Ilett, a former FT journalist.
‘The brand has grown from a tiny little blog to a reasonably big site,' added Ilett. ‘To get the respect of some pretty high-thinking people is what we're trying for next.'
The campaign will involve profiling new technology dev-elopments and investments, and running regular events in the style of the hugely influential Ted Talks.
Octopus MD Jon Lonsdale said: ‘Most of us can see that models are changing in the PR industry quite radically. Firms such as Greenbang are publishers as well as commercial entities and the traditional approaches to PR don't work. Firms need a mix of research, PR, influencer engagement, events and marketing initiatives to achieve something.'