Cortland Coleman

General Electric's Ecomagination program, the company's clean tech division, has been a major success with increasing revenues and a long list of orders. GE builds much of the devices, equipment and infrastructure necessary to install, generate and distribute renewable energy around the world. It's been resoundingly applauded and rightfully so. Unfortunately, that hasn't done anything to help GE's stock which currently trades in the sub-$30 area, not a great place for the one-time bellweather. So, why isn't the success of Ecomagination translating to gains in the stock's price? Dow Jones & Company believe it's due, in part, to bad public relations. From their subscriber newsletter Tommorow's News Today:

Ecomagination also suffers from the perception that, however fast growing, it’s mainly a “green” marketing slogan around products that GE would be selling anyway.

That's unfortunate because the success of the program is directly attributable to GE's committment to serve the clean tech industry. They've been an early, effective and visionary leader in the renewable enrgy sector. It seems that the Ecomagination's accomplishments are simply not being communicated effectively. While it's responsible for only a small slice of GE's total revenue pie (8% of $173B), it's list of worldwide accomplishments - heralded by governments, business and environementalists - is impressive and worthy, yet it fails to add to shareholder value.

Remember, the first step in solving a problem is admitting you have a problem. Time to re-think the 'ole communications strategy. Ecomagination is definitely worth it. 

Simplicity is essential to your message being heard, remembered and acted upon. What are you doing to simplify your message, evoke feelings in your audience and lead them to action? Listen to CortlandCast #2 for more information.

The major oil companies have been endlessly touted their committment to renewable energy sources in a carbon-restrained world, but is their resolve borne out in their investments? Not quite. According to the Dow Jones (certainly no Mother Jones):

"As the companies continue to garner plenty of cash from high oil prices, which reached record highs of more than $123 a barrel this week on the New York Mercantile Exchange, they continue to steer their funds to share repurchases
and avoid any major jump into unconventional fuels."

How are oil companies using those windfall profits? They're investing in their core business - oil. That's not surprising, but it does indicate two things:

1. Greenwashing is big business for some businesses, and

2. It's going to take smaller companies truly dedicated to clean energy to significantly alter the landscape of energy generation in 21st century America.

This is a summary of an email I sent to someone regarding a big, upcoming oppportunity for clean tech communications or green PR. I thought it would make a nifty blog post. I hope you agree.

There is a big opportunity for PR firms with clean tech divisions in the upcoming auctions for carbon allowances. The first auctions to be held here in the US next year will be implemented by the Regional Greenhouse Gas Initiative (RGGI) - an 11-state effort in the mid-Atlantic and Northeast region. These auctions will generate resources for states to invest in renewable energy, reducing carbon emissions and, of course, public outreach, education and marketing efforts.

Innovative firms should consider positioning themselves on the front-end and begin engaging companies and communities that stand to gain from these auctions. The states that make up RGGI are currently writing the rules and criteria that will ultimately determine distribution priorities, project scoring standards, etc. This is the first wave of carbon auctions to be held domestically and RGGI is not only blazing a path that others, including the Western Climate Initiative will most likely follow, their efforts are also informing the federal policy discussion, and with all three major Presidential candidates supporting limits on greenhouse gas emissions, a national cap-and-trade program with carbon allowances as its centerpiece is as close to an inevitability as you can get.

Bottom line...early clean tech investments will pay big dividends to firms that are pro-active and engage in the process sooner rather than later.

I've quickly become a big Dan Wilson fan, and while his marketing and PR could use a little help (Dan, call me!), his songwriting is just perfect. Here's his "Electronic Press Kit" - basically, a discussion about Dan's brilliant new-ish release, Free Life. Enjoy.

Interested in climate change, communications or environmental PR? I'm heading to Princeton tomorrow for a day-long masterclass on climate change communications. I will not be live-blogging the event, but I will be live-twittering it. So be sure to follow me on twitter if you want to take in the lessons from the event without having to travel Princeton University.

The Energy Central portal features an interesting article that discusses the results of an online poll about energy communications to consumers. The survey found, not surprisingly, that big gaps exist in knowledge, and confusion abounds regarding energy terms, concepts and initiatives. Some of the age-oriented results are particularly interesting, especially this comment:

"...the younger group is more likely to use “buzz” words and less likely to articulate how that translates into action."

Ouch! Alas, that is the plight of the Facebook generation.

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Buzz Machine author Jeff Jarvis has absolutely nailed it. Not only does he thoroughly take the the "people-ready" bloggers to task, he exposes a slimy advertising tactic used by Federated Media. Apparently, Jarvis was approached by FM to write a blurb for the "human network" which FM would then edit and add to Wikipedia for a whopping $559! Mind you, FM has been rightfully viewed as an upstanding outfit. Could this outing of slimy tactics be just the tip of the Web 2.0 advertising iceberg? Stay tuned.

Some people may think Cormac McCarthy is an introverted, shy man unwilling to engage the media even for his own benefit. Other, wiser people realize that McCarthy just picks his opportunities extremely well.

One of my musical heroes, David "The Dawg" Grisman, doesn't get the colliding new worlds of music, video and the web. David has chosen an unfortunate path by suing You Tube for copyright violations. Yes, Grisman does have a good argument. Copyright violations are all over You Tube. But for Grisman to become immersed in this particular legal battle is a sign that he is, sadly, out-of-touch with a huge majority of his fans. People watching and embedding Grisman's videos are more likely to go buy his music, attend one of his shows, or tell a friend about Mondo Mando. Music videos on You Tube are fuel for a musician's marketing fire, not a legal liability in need of correction. In celebration of this idea, here's Grisman (a true virtuoso) doing what he does best - not meeting with his lawyers!

I recently took my 1997 Cadillac DeVille to Kachina Cadillac for servicing. The family is taking a trip to Grand Canyon this weekend, so the car has to be in perfect running condition. I had the necessary repairs done then something strange happened. When I was picking up my car and paying my bill the cashier gave me a CD along with my receipt. It had my name on it and a label stating that it contained information regarding the work I just had done to my car. Instinctively, I popped the disc into my car's stereo as I drove away and was pleasantly surprised to hear the voice of the technician that actually worked on my car. She went into detail about the issues my car was having, her assessment of those issues and the repairs that were done. I was given a complete audio tour of my car's repairs, and I was thrilled with it.

This dealer is trying to establish closer, more long-term relationships with their customers. That's smart. They've gone so far to realize this strategy that their repair techs are doing audio recordings of the work they just completed! Needless to say, the mechanics are not natural orators, but their in-your-front-seat rundown of the work they just did on your car is nothing short of brilliant. The blow-by-blow from the technician gives the impression that someone took the time to fully inspect your car, do a thorough job of diagnosing the problem, then carefully repaired the vehicle. Of course, the disc also contained a short commercial for the dealership which I was more than happy to listen to as I sat in appreciation of this newly established personal relationship with my mechanic.

The dealership made me a more loyal, dedicated fan of their business; and now I'm providing some bona fide word-of-mouth marketing for them. Great move, Kachina Cadillac - I'll be back soon.

I've added an online version of my resume to the site. Downloadable versions are coming soon now available!