Paul Holmes 28 May 2001 // 11:00PM GMT
In summer 2000, the West coast energy crisis, particularly in California, began capturing national media attention. Insufficient energy capacity and the ongoing threat of rolling blackouts created political and financial impacts, which worsened in the fall and early winter. Silicon Energy Corporation, a privately held technology company based in Alameda, Calif., developed EEM SuiteÔ, which enables enterprises to reduce energy costs and related expenditures through Web-based energy technology software. With EEM Suite, enterprises and energy service providers are able to manage efficiently consumption and procurement, and distribute energy assets through real-time analysis. The product suite also allows intelligent control over enterprise-wide energy usage, as well as comprehensive reporting and monitoring capabilities. Optimizing the timeliness of the energy issue, Carter Ryley Thomas (CRT) implemented a comprehensive media relations campaign to raise awareness of Silicon Energy as a solution to the energy crisis. This outreach has not only resulted in a large response from media, businesses and utility companies, but in growth of business and inquiries for the company. OPPORTUNITY/CHALLENGE The growing focus on the energy crisis and need for better energy management presented a prime opportunity to position Silicon Energy’s EEM Suite as a strong energy management solution to the energy shortage. CRT’s challenge was to establish the company and its EEM Suite as a viable energy management product tool without positioning the company as opportunistic. Communications were carefully crafted and disseminated appropriately. OBJECTIVES Objectives included: STRATEGY/EXECUTION CRT’s strategies included: CRT positioned Silicon Energy as an energy efficient solution to the ongoing energy shortage. First line tactics focused on capturing attention of energy and technology media, some interest developed. As the energy shortage began to impact business more significantly, business media became the focal point of contact, which resulted in even greater press coverage. RESULTS As the energy crisis has increased in the west, so too has coverage of Silicon Energy. Energy, computer/hi-tech and business media both locally and nationally have covered Silicon Energy as a company offering energy management products that can help alleviate the energy crisis. CRT has generated more than 200 media hits for Silicon Energy since the initial development of the energy shortage. To date, CRT and Silicon Energy has generated media hits in top media, such as: Additionally, CRT helped secure recent interviews with or interest from: Due to increased coverage, Silicon Energy has also experienced increased interest in its products from potential customers.
Despite the marketing and communications restrictions imposed by the Securities and Exchange Commission (SEC) during Silicon Energy’s IPO process, CRT achieved tremendous product press coverage for Silicon Energy.