Environmental Defense Fund
Challenge
S&P Global’s annual CERAWeek conference, known as the “Super Bowl of U.S. energy events,” attracts thousands of energy industry leaders, policymakers and innovators to debate the future of the energy sector. The event is typically dominated by oil and gas industry giants, making it harder for climate-focused organizations to break through. Without a major announcement, Environmental Defense Fund needed to find alternative ways to amplify its perspective at CERAWeek.
Solution
Environmental Defense Fund tasked Sun PR with maximizing its visibility at CERAWeek. The goal was to generate meaningful media coverage and foster long-term media relationships, despite the challenge of not having a major announcement or launch at the event.
Services
S&P Global’s annual CERAWeek conference, the “Super Bowl of U.S. energy events,” attracts thousands of energy industry leaders, policymakers and innovators to discuss and debate the future of the energy sector. The event is typically dominated by oil and gas industry giants, making it harder for climate-focused organizations like Environmental Defense (EDF) to break through. EDF faced the challenge of developing timely thought leadership and media interest at CERAWeek without a major announcement. To tackle these challenges, EDF tasked Sun PR with maximizing its media presence at CERAWeek.
Sun PR deployed a strategic mix of media outreach, relationship-building and digital amplification. Using macro-oriented media pitches, Sun PR arranged more than 25 key media meetings with top-tier reporters from influential outlets like The New York Times, CNN, and The Wall Street Journal, helping to position EDF as a critical voice in the energy transition and set up future opportunities for coverage. By tailoring story angles to ongoing, timely energy transition discussions, Sun PR secured EDF mentions and quotes in 11 unique articles across print, broadcast and podcast mediums, resulting in 187 syndications across major outlets including Financial Times, E&E News, Agence France-Presse, NHK Japan Broadcasting Corporation, and Houston Chronicle. Coverage was global, spanning publications based in the U.S., Japan, France, Canada, and Mexico.
Additionally, Sun PR supported the coordination of dozens of organic social media posts around the event, leveraging on-the-ground content and videos to highlight EDF’s speaking engagements and expertise. The campaign reached a broader audience beyond event attendees. The targeted social media posts generated over 26,000 impressions and over 2,000 engagements, helping EDF expand its reach during the event. Despite the lack of a major announcement, Sun PR’s efforts generated significant media coverage, strengthened media relationships and extended EDF’s influence across key industry conversations.
