The challenge
Picarro is the world's leading trusted provider of scientific instrumentation to measure gas and CO2 for science and industry. The company hired me to get the word out about a new technology that let utility customers identify gas leaks more cost-effectively and accurately than ever before. The work was deeply technical, and the story needed to reach beyond the instrumentation world.
The work
Working with PG&E as a best-of-breed customer case study, I anchored the technology in a concrete, credible use case and built a media campaign around it. The case study gave reporters something real to write about: not a spec sheet, but a major utility using the technology to find leaks across its network.
The outcome
- A major science article in The New York Times by Matthew Wald
- CEO Michael Woelk featured on Washington-based Platts Energy Week TV
- A three-part series in E&E's Climatewire
- Named by CNBC to its Disruptor 50