Equivalent Advertising Cost
The demands of the energy industry are unparalleled, and that makes it even more critical to partner with a PR agency that understands your language and the direction in which everything is moving. That is why we specialize in energy PR. We have worked with companies like Stanley Black & Decker who team up with some of the best energy innovators and technology early adopters. We have written articles about their line of self-locking engineered fasteners that are shock, heat, and vibration resistant; perfect for the drilling equipment used in oil & gas exploration. We have also represented companies that enable autonomous drilling platforms, fiber optic communications setups for offshore rigs, and more.
The key to energy and utility public relations is breaking down complex concepts into something digestible, relatable, and informative. We have a formula that is guaranteed to deliver results.
The Energy Capital of the World
We are headquartered in Houston, Texas, the energy capital of the world where virtually every segment of the energy industry is located. We are home to everything from exploration and production to transmission and marketing. Houston has long been seen as the leader in oil and gas, but there are a number of energy technologies that are also on the rise in the nation’s 4th largest city.
The world will always need energy, and we are ready to help that next generation of energy operations take off. We have our finger on the pulse of future energy sources including everything from green hydrogen and fuel cells to biofuels, wind solar, and geothermal energy.
Upstream, midstream, downstream,
you have the power of energy PR
Don’t just take our word for it, here is an example of the work we have done in energy:
As automation continues to expand into diverse industrial sectors, the demand for multi-channel fiber optic cable is following suit. However, there is an increasing need for high-count, high-bandwidth fiber, capable of delivering the ever-increasing amount of data required in a single cable. This requirement is often most pressing in locations where space limitations simply won’t permit the installation of extensive runs of low-count fiber, such as offshore platforms.
In addition, for sectors like oil and gas, there is a considerable advantage to installing pre-terminated plug-and-play quick connectors that meet the recently-adopted international standards for explosive atmospheres.
As an example, fiber is increasingly being used in upstream exploration and production where land-based rigs are often moved, the ability to quickly change and reconfigure fiber cables can save considerable time and costs. Also, since offshore rigs can’t afford the time and cost of helicoptering in a fiber technician every time a cable requires servicing or replacement, quick-connect/disconnect connectors save on both service and downtime.
Rankin PR knows energy public relations
We work with the editors in the energy industry on a daily basis, and know what type of content they are looking for, what they will and what they won’t publish. We can write articles that engage with your target audience while subtly promoting you.
The public relations strategies we offer are tailored specifically for companies in the energy sector. With our team’s experience and expertise, you can rest assured that your company will be able to present itself in the best possible light when it comes time to publish.
Visibility --> credibility --> revenue
How to create demand for your offering? It begins with being visible. People within the energy industry have to know you exist. Then, over time, you begin to build credibility. This is when people know who you are, what you do, and that you’re good at it. Only then can you drive revenue.
Okay, so how do you create visibility and credibility? Well, this is where generating great stories can be priceless. However, it may sound easy, but this is where most energy operations fail.
The story can’t be self-promotional fluff or no one is going to read it. Your stories need to provide actual value, explaining industry problems and how those can be solved. Lose the sales and marketing hype language and instead tell it like a journalist would.
Then you take those stories and deliver them directly to your potential customers again and again and again. The more often they see you solving problems for others, the more likely they are to trust what you can do for them.
The most effective way to build awareness is by reaching your target audience with consistent, engaging, insightful content.
Sounds difficult? We can help with your energy PR needs.
PR for Energy Companies
Build Your Brand
By focusing on your company’s success stories, your potential customers begin to develop a perception of your company and your products. They don’t hear “company A” they hear reliability, quality, safe, long-lasting, etc.
Leveraging success stories also help to define what makes you different and how you’re solving industry problems.
What better way to tell those stories than through earned media articles that reach hundreds of thousands of people each month via trade publications (print & online).
The “Great Differentiator” for Energy PR
Your customers love what you do. Now, how do you leverage that?
One of the most effective ways to influence potential customers is by sharing your success stories. The great differentiator, however, is to allow your customers to tell those stories for you. A word-of-mouth success story is simply one of the best ways to promote yourself.
Getting your customers to share their experiences with you through a great story and then getting that published numerous times is by far the most effective way to leverage all the hard work you put into being great.
Almost everyone has testimonials on their website (and you should too). Some companies use them on social media (which can be effective). Yet, there is a better way, feature articles.
The Hidden Costs of Invisibility
Being invisible to your potential customers can be more expensive than you might think. It’s not just about missed opportunities; it’s also about the resources wasted on ineffective marketing. Let’s break down the real costs of a lack of brand awareness in the B2B realm.
Missed Opportunities: When you lack visibility, you’re essentially leaving money on the table. Research indicates that companies with strong brand awareness in the B2B sector are 94% more likely to see substantial year-over-year growth. In contrast, those with low brand awareness tend to stagnate or even decline.
Wasted Marketing Budgets: Invisibility leads to a reliance on traditional marketing methods that are often expensive and inefficient. Cold calling, for instance, costs an average of $200 per lead, while the conversion rate hovers around a dismal 1%. Compare this to inbound marketing, where the cost per lead is roughly 60% lower, and conversion rate can be 10X or more.
Poor ROI: Studies show that companies with strong brand awareness enjoy a significantly higher ROI from their marketing efforts. In fact, research by Nielsen found that businesses with strong brands can charge a premium of up to 13% for their products or services, translating to increased profitability.
Time Lost: Time is money. A lack of brand awareness often results in longer sales cycles as potential customers take extra time to research and evaluate your offerings. This not only delays revenue but also increases the cost of customer acquisition. Research from the Harvard Business Review shows that a one-month increase in the sales cycle can increase the cost of acquisition by 50%.
If you are suffering from a lack of awareness, it’s high time to consider B2B PR to boost your visibility and mitigate these costly consequences.
Energy PR content attracts better prospects
Content attracts prospects and PR content attracts more and better prospects.
This is because well-written, properly placed energy public relations articles (earned media) will educate your prospects pushing them further down the sales funnel.
Articles published in top energy industry journals are the single most effective way to reach your target audience; expanding your visibility, credibility, and brand recognition.
When frequently published (like several times each and every month) you create the ultimate competitive advantage.
Who is telling your stories?
When people do online research about your company, products or solutions, do you think they are more inclined to trust what your website says about you or what other sites say about you? This is where earned media is so critical to the success of B2B companies.
With articles that appear online in “high domain authority” websites like trade publications, you are essentially delivering your message to your prospects through a more credible source.
But how do you do that? We have gotten over 10,000 articles published. Ask us how.
How does energy PR deliver backlinks?
Did you know that PR is the most valuable SEO tool of all? When a PR story is published online, they typically include a link back to your site. Generating these “backlinks” is the best way to show search engines, like Google, that your site is a reputable source of information.
However, here’s the thing: not all backlinks are created equal.
This is one of the main challenges with sending out press releases on a PR (news)wire. They blast out your press release or feature article, and the results are typically a collection of low-authority sites with little-to-no SEO value.
On the other hand, we have the contacts and expertise to help deliver earned media hits that also contain high-authority backlinks – which can be the equivalent of 100 or even 1,000 of those lower authority sites.
Ready to get started?