Turning Election Uncertainty into Media Opportunities
The 2024 general election sharpened the focus on clean energy, not just as a policy debate but as a pivotal moment for the industry to showcase its resilience and potential. When the results confirmed Donald Trump’s reelection, the media spotlight quickly shifted to his views and rhetoric on how the nation sources and uses energy. Promises of “drill, baby drill” and rolling back renewable energy incentives created a storm of speculation and concern across industries.
As news outlets scrambled to analyze the potential impact of these policies, Technica had already mobilized our clients for media opportunities to lend their voices to the conversation. By proactively countering the emerging narrative to reveal an industry undeterred by political uncertainty, united in its commitment to innovation, sustainability, and economic opportunity. From solar energy’s unstoppable growth to the collaborative effort required to electrify trucking, Technica positioned participating clients as trusted voices in shaping the nation’s energy future, getting their insights in front of top reporters within hours of the election being called.
Technica’s campaign, our clients—Tigo Energy, Greenlane, and Aligned Climate Capital—proved themselves as credible voices on the frontlines of this transformation.
Strategy, Market Optimism, and Media Opportunities
While working with our clients to provide election commentary, their perspectives revealed a consistent thread of optimism, resilience, and determination, transcending political divides and underscoring the universal momentum of the clean energy transition.
JD Dillon, Chief Marketing Officer of Tigo Energy, captured the shared values driving the solar industry’s growth: job creation, local investment, and sustainable energy. As Dillon remarked in Newsweek: “The march toward renewable clean energy is both inevitable and the right thing to do. It will happen regardless of who is in the White House or Congress.” His call to depoliticize renewable energy highlighted its universal economic, environmental, and social benefits—an idea echoed in coverage by Electrek and PV Magazine, where Tigo Energy and Aligned Climate Capital featured prominently.
Similarly, Patrick Macdonald-King, CEO of Greenlane, emphasized the need for a unified effort to build a nationwide commercial EV charging network. Speaking to Trucking Dive, Macdonald-King stated: “As the industry continues to evolve, we remain confident that our mission to build a nationwide network of commercial EV charging requires a unified effort—one that transcends political divides.”
Aligned Climate Capital’s Brendan Bell brought a note of urgency to the conversation, stressing the risks of policy rollbacks on clean energy progress. Featured in POLITICO and Axios, Bell highlighted how market forces have driven technologies like solar, wind, and EVs into unstoppable momentum, even as federal support remains critical to sustaining innovation. Reflecting on his time leading the DOE Loan Program Office, Bell remarked: “Trump can’t turn back the tide of clean energy—but he could delay tomorrow’s solutions and the birth of new industries.”
These insights and perspectives were amplified through an impactful media campaign that achieved exceptional results. In addition to the articles listed above, the campaign secured coverage in Microgrid Knowledge for Tigo, Fleet Owner for Greenlane, and even extended Aligned Climate Capital’s presence to a live broadcast roundtable on CNBC.
These efforts culminated in a total potential reach of more than 99.5 million, a scale that would have required approximately $920.4K in advertising to replicate. Beyond the numbers, these media hits reinforced clients’ brand credibility, positioning them as thought leaders in the clean energy transition.
The value of this campaign lies not only in its reach but also in its strategic resonance. Each article communicated a vital message: the clean energy transition is a collective, inevitable journey powered by innovation, collaboration, and market demand. This strategic resonance ensured the campaign’s messages were consistently and effectively communicated across all media outlets.
These results illustrate that aiming for high-level media opportunities while relying solely on company announcements or an innovative product isn’t enough to stand out amongst journalists. Strategic media exposure is a big piece in scaling sales and investment pipelines. Securing that first major media opportunity often sets the foundation for consistent and sustained coverage growth. To truly make an impact, you must engage in the broader national conversations that resonate with journalists and their audiences.
The Power of Election Newsjacking (Spoiler: it’s not all that scary)
Engaging with journalists around politically relevant narratives demands strategic foresight and a nuanced understanding of the media landscape. At Technica Communications, our success in this campaign reflects the value of being proactive and leveraging the strength of trusted journalist relationships cultivated over 15 years. By proactively navigating the intersection of media needs and client objectives, we positioned narratives to resonate with key audiences at the right moments.
Technica’s efforts were further supported by client leaders who recognized the importance of engaging with this campaign and understood that media visibility drives brand trust and recognition. When approached by your public relations (PR) team about engaging in media discussions about political matters, it’s natural to be apprehensive. Concerns about alienating key audiences, making missteps in predictions, or creating unease among investors and stakeholders are valid and often weigh heavily on decision-making. And, you can still show industry leadership on political topics and remain “purple” in your messages and brand positioning.
After all, the reality is that policies impact clean energy. Elections provide a strategic moment to engage in the national conversation, shaping public perception, expanding your audience and customer segments, and advancing business goals with media opportunities. With the right strategies and guidance, navigating these situations can be a manageable and even rewarding exercise. This can boost a brand’s visibility and benefit the industry, highlighting the depth of expertise and leadership driving clean energy forward. Such actions reassure stakeholders and the public that the path towards a sustainable future is in capable and committed hands.
At Technica Communications, we embraced this moment by executing an agency-wide pitch campaign to position our clients who wanted to participate as experts on the potential impacts of the election’s outcome. One thing is clear: engaging in timely conversations isn’t just about securing media coverage—it’s taking leadership when politically motivated narratives are gaining attention when historical context and market economics do not support them. Technica is proud to amplify these voices, and we look forward to continuing to support clean energy leaders in driving meaningful change.
This post was co-written by Luis de Leon and Jamie Corter, Account Executives at Technica Communications.
