October 1, 2025 | Resonates
At Resonates, we don’t just tell tech stories – we investigate. We learn everything we need to, and then we come back ready to share not just what our clients do, but why it matters and where it fits in the bigger picture.
Take heat networks, for instance. ‘District heating’ might not sound brilliantly interesting on the surface. But dive deeper, and you’ll discover that Amsterdam is heating entire floating neighbourhoods with water from abandoned coal mines, Helsinki is using data centres to heat whole suburbs and, yes really, crematoriums in the UK are heating swimming pools with waste heat that would otherwise disappear up chimneys.
This is precisely the kind of technical storytelling that gets us genuinely excited at Resonates – and it’s why our clients choose us to represent their innovations.
The art of finding the fascinating
With B2B technologies, it’s easy to assume the story ends at efficiency metrics and cost savings. But we know that every technology, no matter how seemingly mundane, has unexpected applications, surprising origins, or remarkable implications that can capture imaginations.
Heat networks prove this point. On paper, they’re infrastructure – pipes carrying hot water between buildings. In practice, they reveal fundamental shifts in how we approach energy, waste, and urban systems, like:
- Stockholm’s seawater heating system which extracts thermal energy from the Baltic Sea
- London’s Underground heat recovery which captures warmth from millions of daily commuters and from braking trains
- Vancouver’s sewage-powered Olympic Village that proved waste heat could warm an entire community
They’re indicators of how established industries are being reimagined.
Why deep understanding drives better PR
Our fascination with these unusual heat sources isn’t just intellectual curiosity (though we admit, we do find the idea of burning fatbergs to generate heat genuinely intriguing). And it’s strategic. When we understand a technology at this level, we can:
- Find the human interest: Instead of talking about ‘thermal energy recovery systems’, we tell stories about the brewery in Salzburg that heats homes with waste from its beer production, or the Scottish distilleries channelling heat from whisky-making into local communities.
- Spot emerging opportunities: Understanding that fifth-generation heat networks operate at ambient temperatures means we can help our clients talk to audiences about applications they might not have considered – from cooling data centres to heating vertical farms.
- Make unexpected connections: When we know that supermarket refrigeration generates significant waste heat, we can position our renewable energy clients as solutions for retail sustainability challenges.
- Read market direction: Recognising that the UK expects to supply 18% of heat demand through heat networks by 2050 helps our clients understand where policy winds are blowing.
The Resonates difference
This level of technical immersion is what sets Resonates apart in the technology PR landscape. While other agencies might skim press releases and rely on company messaging, our team becomes genuine experts in our clients’ fields. We understand your products, your marketplace, and the regulatory frameworks that shape your opportunities.
When Latent Drive announced plans to develop its innovative new method for green hydrogen production, we saw more than an offshore infrastructure project. We saw a proof point for industrial gas production, a case study in sustainability, and a signal that hydrogen has untapped potential as a green fuel and a fundamental part of the wider green energy landscape.
This depth changes how we position our clients’ technologies. Instead of competing on features, we help clients shape market conversations.
Beyond the obvious story
The most powerful PR often comes from connections that aren’t immediately obvious. Heat networks teach us that innovation often lies not in inventing something entirely new, but in creatively repurposing resources that were previously considered waste.
This insight applies equally whether we’re promoting energy storage solutions, industrial automation systems, or sustainable materials. The question isn’t just ‘What does this technology do?’ but instead ‘What unexpected problems could it solve, what unlikely partnerships could it enable, and what future scenarios does it make possible?’
At Resonates, we don’t only understand your technologies – we become fascinated by them. Because when we’re genuinely excited about what our clients are building, that enthusiasm becomes contagious. And in a world oversaturated with technical messaging, this makes the difference between noise and narrative.
Explore our work to find out more.
