Journalists and decarbonization: how do you talk to them?

The ecological transition is on everyone's lips, but getting media coverage on decarbonization remains a major challenge. Between the growing distrust of greenwashing and the saturation of environmental news, how can you ensure that your message captures the attention of journalists and finds its place in the media?

This article gives you The keys to effective press communication, by understanding the expectations of journalists, by structuring an impacting pitch and by using the right tools to maximize your visibility.

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1. Understanding journalists' expectations

📰 Competitive news and journalism under pressure

Journalists specializing in the environment and energy transition are overwhelmed with information. Every day, dozens of press releases land in their inboxes. To get their attention, you need to understand How do they select their subjects.

💡 The criteria that influence their choice :

• A hot current topic : ecological reforms, new climate figures, government regulations.
• A concrete and measurable impact : innovations with numerical results, testimonies from key players in the sector.
• An exclusivity : an unprecedented report, a study revealing striking data.
• A connection with a social issue : a clear link with public concerns and public policies.

🎯 What journalists are really looking for

1. Precise and well-sourced facts : No vague marketing speech, but verifiable figures, independent studies, scientific data.
2. An original angle : A different approach than what has already been treated.
3. A clear and educational message : Outreach is essential for a wide audience.
4. Easy access to experts : Fast availability for interviews.

💡 tip : Take the time to analyze the latest articles published by the journalist you are contacting. What are his favorite angles? What tone does he use?

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‍2. Building an effective pitch

✉️ The importance of first contact

‍The first email is determining. Too long, it won't be read. Too vague, it will be ignored.🛠 The golden rules of a good email to journalists‍

✅ A striking object that encourages openness.
✅ A quick introduction which poses the challenge in a few lines.
✅ Structured development with facts, figures and a concrete impact.
✅ A clear call to action (interview, access to a study, press conference).

‍📌 Examples of effective objects

• “🌱 Decryption: X% of businesses adopt carbon neutrality in 2024”
• “🔍 New study: the real impact of transport on CO₂ emissions”
• “🚀 A startup is revolutionizing the energy management of buildings”

👉 Test your items with tools like CoSchedule Headline Analyzer to maximize your opening rate.

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‍3. Mistakes you should definitely avoid

❌ 1. Too much technical jargon

‍Journalists need to make their stories accessible. A text full of technical acronyms or complex formulations will be quickly ignored.

🚫 Bad example : “Thanks to our advanced machine learning algorithm, we optimize the PUE of IT infrastructures, reaching a ratio of less than 1.2.” ✅ Good example : “Our solution allows data centers to reduce their energy consumption by 30%.”

‍❌ 2. A message that is too vague or generic

‍Hollow sentences are of no interest to anyone:

🚫 Bad example : “We are committed to the planet and we have reduced our environmental impact.” ✅ Good example : “We have reduced our emissions by 45% in one year using exclusively renewable energy.”

‍❌ 3. A massive and impersonal shipment

‍A generic email sent to 200 journalists? Bad idea.

‍✅ Solution : Personalize your emails by mentioning A recent article by the journalist and explaining why they would be interested in your subject.

‍❌ 4. Not being reactive

‍If a journalist asks you for an interview or details, Respond immediately.

‍A delay of 24 to 48 hours can cause you to lose the opportunity.

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‍4. Recommended formats and tools

📢 Most effective communication formats

‍🔹 Press releases — Ideal for an official announcement.
🔹 Press kits — Full support for journalists wishing to delve into a subject in depth.
🔹 Op-eds and opinion pieces — Allow expertise to be expressed and to stimulate debate.
🔹 Infographics and videos — Attract attention and facilitate understanding.

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‍🛠 Essential tools to optimize your press relationships

‍📍 Management of journalist contacts

• Meltwater, Cision — Database to identify good journalists.
• Google Alerts — Watch who is talking about your subject.

📍 Creating impacting content

• Canva — Create engaging visuals in minutes.
• Google Trends, Semrush — Analyze the trends and the keywords you are looking for.

📍 Performance monitoring

• BuzzSumo — Identify what topics are working well in the press.
• Mention — Monitor your press coverage and the impact of your actions.

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5. When and how do you get a journalist back on track?

‍Did you not get a response when you sent your first email? Don't be discouraged !

‍📆 What is the right timing for a relaunch?

‍👉 48 to 72 hours after sending the first email if no response.
👉 A few days before an event or the publication of a study.
👉 After news related to your subject (regulation, public debate, speech by a decision-maker).🔁 How to write an effective reminder?✅ Keep it brief and courteous
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✅ Quickly recall the importance of the subject
✅ Suggest a new hook if necessary

‍💡 Example of a reminder :

‍Subject: Re: New study on carbon-free transport

‍Hello [Name of journalist], I want to quickly follow up on my previous email.
Our study on [theme] shows that [key figure]. We think this could be of interest to your audience, especially in connection with [recent news] .Would you be available to discuss this or to get the report? Looking forward to sharing,
[Your name]ConclusionThe success of media coverage on decarbonization is based on a well-thought-out strategy : 🎯 Understanding journalists' expectations to offer them a relevant topic.

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✉️ Take care of your first contact with a clear and concise pitch.

⚠️ Avoid classic mistakes that are ruining your chances of being picked up.

📢 Use the right formats and tools to maximize your impact.

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Do you want to maximize your visibility in the media? The 425PPM team is there to support you! 🚀

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