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What?s Old is New Again
Changing World Technologies
Renewable Energy Introduction
Changing World Technologies, a small start up company with a patented technology that converts organic waste into energy, was about to become big news. Discover magazine had slated CWT and its thermal conversion process as the lead feature story in its May 2003 issue. Harrison Leifer DiMarco Public Relations recognized the explosive impact this leading scientific journal would have on our unsuspecting client.
To prepare for the onslaught of anticipated press interest, HLDPR established a 24-hour press office for CWT at the agency's headquarters. A comprehensive press kit explaining the company's technology and its global ramifications was produced to address the questions we projected from the press, and an online press room was created to help channel inquiries from the media as well as investors and the general public. Automated messaging was established both on the web and on the client's and agency's telephone systems, to streamline queries properly. A dedicated phone line was even installed in our Public Relations department to prevent the agency's switchboard from overloading.
The advance preparations paid off immediately, as worldwide interest in CWT exploded. The agency fielded press calls around the clock, facilitating stories for print and broadcast media ranging from Money magazine to CBS Evening News. Over the summer months, HLD/PR Director Julie Gelfand virtually commuted between Rockville Centre and Philadelphia, where CWT's R&D plant is located, to oversee interviews with broadcasters from as far away as Germany.
By year's end, CWT had been named the most important energy company in America by Scientific American magazine and was featured in The New York Times Sunday Magazine Year of Ideas issue.
Six months later, HLDPR was on the ground in Carthage, Missouri, managing the press opening for CWT’s first commercial plant.
“Without HLDPR, we never would have been able to handle the media invasion,” said CWT CEO Brian Appel. “We relied on them completely to deal with the press frenzy. They were real pros.”
HLDPR remains the first port of call for the global media and a valued counselor to this leading alternative energy company.
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