PR Daily’s Media Relations Awards celebrates teams, organizations and consultants who have redefined the field with their groundbreaking work. As a winner in the program through its global media relations campaign, Yulu PR joins an elite group of past winners, including World Wildlife Fund, Whirlpool, IBM, Cigna, American Academy of Pediatrics, Best Friends Animal Society and Oceana.
Yulu was chosen from a wide pool of entries to receive first prize for the ingenuity and impact of its global media relations campaign with Carbon Engineering. More details on the winning campaign to follow.
The Canadian clean energy company Carbon Engineering has advanced its direct air capture (DAC) technology, which absorbs C02 from the atmosphere and delivers it as an end product that can be returned underground or converted into liquid fuel using the company’s AIR TO FUELS™ system. Yulu PR was contracted to showcase the company’s ability to deliver a cost-effective, scalable solution to the climate crisis. The resulting campaign has won first place in the “Global Media Relations Campaign” category of PR Daily’s Media Relations Awards.
It sounds like science fiction—simply gathering C02 from the air to remove it from the atmosphere. Despite this groundbreaking advance, few had heard of Carbon Engineering, an eight-year-old company backed by Bill Gates, among others. That’s where Yulu comes into the picture. The agency conducted extensive research that enabled the team to simplify its messaging to resonate with the broader population. It also helped assess and prioritize story angles.
The team developed a 12-month communication plan that included brand guidelines, a media plan, speaking and award opportunities and more. The campaign launched concurrent with the publication of new research by Carbon Engineering’s founder, showing that C02 can be removed from the atmosphere for less than $100 per ton using the company’s technologies.
The global campaign led to coverage in 300 media outlets in 20 different languages. Within days of the launch, 33 investor inquiries were received, allowing the company to reach its fundraising goal. The media numbers are truly impressive; for example, the BBC report was the most-read story that day. It also ranked fourth on Reddit. More than 144 million social media users shared media reports.
About Yulu Public Relations Inc.:
Yulu Public Relations is a Vancouver social impact PR agency founded by Melissa Orozco in 2011, with a satellite office for New York public relations. It was the first PR agency nationally to become B Corp, certified – an agency dedicated to championing social innovation by sharing stories that matter. Yulu has been ranked among the top PR agencies for CSR and is the driving force behind Impact Relations, the discipline of sharing messages and stories that result in businesses having a positive social or environmental impact.
About Carbon Engineering:
Founded in 2009, CE is a Canadian-based clean energy company leading the commercialization of groundbreaking technology that captures CO₂ directly from the atmosphere, and a second technology that synthesizes it into clean, affordable transportation fuels. From a pilot plant in Squamish, B.C., CE has been removing CO₂ from the atmosphere since 2015 and converting it into fuels since 2017. Learn more: www.carbonengineering.com
About Ragan Communications
Ragan and PR Daily run 11 awards programs each year, including the Digital Marketing & Social Media Awards, PR Daily Awards, Employee Communications Awards, and Video & Visual Awards. Judged by globally regarded experts and featuring multiple categories, these programs honor the top work in communications, PR, marketing and media. Ragan Communications operates two of the top news and information sites for the PR and corporate communications industries: PRDaily.com and Ragan.com. Together, these daily news sites attract more than 700,000 global visitors monthly.