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April Showers Bring Sweet Smelling Cleantech News: PR Winds Change Course

The largest news in April for clean energy could have been Solyndra’s debt woes, a PR debacle that could prevent its IPO, result in millions of dollars of squandered federal funding and provide a massive PR salvo for opponents of government investment in cleantech movement.

Thankfully, concentrating photovoltaics manufacturer Amonix raised $129 million in private funding, the DOE distributed $106 million in stimulus funds to 37 clean energy projects, and, most importantly, the federal government approved the long-debated Cape Wind project. April quickly became a positive and historic month for the clean energy industry. Let’s quickly breakdown the PR and GR impact of each announcement:

Cape Wind – This announcements is important in scope and, perhaps more importantly, precedent. Despite 9 years of protests from a wide-range of opponents, the federal government has acknowledged that our nation’s energy needs are more important than ideological or NIMBY opposition, no matter how heavy-handed. This is an important case for the PR and GR efforts for the entire clean energy industry. Hopefully this is the first of a number DOI-supported wind farms off the Atlantic Coast and in the Great Lakes.

DOE funding – This funding was for research focusing on electrofuels, batteries and carbon capture. From a PR point of view, this is a much-deserved acknowledgment of the importance and potential of these technologies, which often play second-fiddle to solar, wind and smart grid technology. And though the second fiddle status makes sense from a market maturity standpoint, these technologies still address important problems that require solving.

Amonix – Like most clean energy PR, “scalable” and “cost-reduction” are more important phrases these days than “break-through” or “cutting-edge”. Amonix, which emphasizes “scale” and “low energy production costs”, is an example in the shift in how companies position and market their clean energy technologies. Clean energy financing will likely continue this trend, as VCs demand quicker payback and more manageable reliable products. Schwartz is fortunate to work with several interesting companies in solar that are solving the scale and cost issues around traditional solar technologies.

What does this all mean? In a month where a cleantech bellwether fell on hard times, we saw a number of good developments that are fueling cleantech adoption and acceptance. This good PR for cleantech concerns across the board is more than welcome. Let’s hope it continues and reduces the squabbling over the long-awaited climate bill.


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