August 1, 2025 | Resonates
What’s new? What’s newsworthy? Who’s interested, and how do you tell the story? These are the fundamentals of effective PR and marketing. Knowing the answers is the difference between compelling communication, and simply shouting into the void.
Innovators, scale-ups and other fast-moving companies aren’t usually short of stories. Things move fast when you’re bringing exciting products to market, and the pace is quicker still in fast-growing sectors like cleantech and e-mobility. Businesses in these niches provide rich fuel for storytelling, offering the excitement of funding wins, client success, product launches, service delivery or even notable hires – all fertile ground for press releases, blog posts and other features.
There’s a huge demand for this kind of content. It’s lapped up by investors, and the business growth partners who can unlock funding. It’s fascinating to sector specialists, and firms with complementary expertise who might be looking for partnerships. It’s interesting to local business groups, development agencies and politicians. And it’s consumed by everyday people, who might just be looking for a way to reduce electricity bills or charge their new EV.
But telling your story means much more than simply getting out a press release and hoping someone important reads it. Before you even get to the story, ask:
- What is your audience? You can’t build a PR, marketing or content strategy without answering this most fundamental question. Who are you talking to? What do they want to hear? Where do they go for content?
- What’s your goal? Are you selling a product, seeking investment, looking for distribution partners?
- What’s your message? What are you offering? Why are you different? How do you talk about it?
These considerations should shape everything you say, but they also help you choose whether to say it. Your business might be a dynamo of innovation and fresh thinking, but not everything you do is newsworthy. A focus on audiences and goals helps you zoom in on your most compelling stories. It helps you get relevant news to the right publications, and offer up comment and insight in the niche you want to own. Across all your channels, this focus helps you create the most relevant, engaging and insightful content you can.
Where we come in
At Resonates, we specialise in helping innovators, disruptors, startups and scale-ups understand their audience, where to find them, and what to say. We’re experts in PR, with a proven track record of getting coverage in national, regional and sector-specific press. We use these skills to help businesses achieve their goals by homing in on their most compelling stories – even when they’re not the ones they expected to tell.
Our work with the asset monitoring solutions provider SCT shows the value of this approach. Despite excellent grant successes, Resonates identified other stories that would deliver more strongly against the company’s objectives. CEO Nick Koiza sums it up: “They came up with new ideas to emphasise other aspects of what we do, which has been great. They really listen to what we want to achieve.”
Resonates is also home to genius storytellers, with years of experience spinning technical, groundbreaking concepts into compelling, attention-grabbing yarns. Consider our work with Eclipse Power, an outstanding independent distribution network operator (IDNO) seeking to develop and consolidate its position as the ‘go-to’ IDNO. Resonates identified the thought-leadership value in Eclipse’s opinionated, highly experienced leadership team. We worked with Eclipse to identify topics on which it could lead, securing interviews, and helping key staff articulate their insights in profile-raising thought leadership articles.
“What they have achieved for us in terms of media coverage has been remarkable,” says head of marketing Shelley Wilson. “They’ve put our leadership team in the spotlight, establishing them as thought leaders, and have been proactive in identifying opportunities for us to comment on important industry issues.”
It helps that we’re approachable, knowledgeable sector specialists, with clients across the cleantech, clean power and mobility space. We work with businesses from their earliest beginnings, through to established firms looking to increase their coverage and attention. We help clients identify their strengths and stories, build out their messages, and above all tell the stories that resonate.
Want us to tell your stories? Get in touch, or find us at CENEX – Hall 3, pod C3-622d
