“The Stratacomm team provided a full suite of services that have been key to the success of both our organization and mission.  They consistently delivered impressive results on all fronts, from traditional PR activities such as press conferences, media relations, opinion research and greatly expanded our digital presence. We continuously pushed their event production capabilities with larger, more complex and higher profile events, and they never failed to deliver. They are creative, energetic, and a great team to work with.”

– Allen Schaeffer, Executive Director, Diesel Technology Forum

CHALLENGE

It was a time when diesel was under attack, leaving the future of the industry in doubt. California had listed diesel exhaust as a toxic air contaminant. The tone of media coverage – driven in large part by well-funded opposition from environmental activist groups – was extremely negative. Policy leaders did not recognize diesel’s economic importance or the fact that the industry was poised to make significant environmental gains.

The Diesel Technology Forum (DTF), which represents companies that manufacture advanced diesel engines, cleaner-burning fuels and innovative emissions-control devices, tapped Stratacomm to help tell the other side of the story.

STRATEGIC APPROACH

Government officials, media and other key opinion leaders needed to Meet Clean Diesel – because once they experienced for themselves just how advanced, clean and quiet modern diesel cars, trucks and buses can be, these hands-on experiences fostered a much greater appreciation for the progress and potential of this important energy resource. Stratacomm helped DTF hit the road and introduce clean diesel directly to policymakers and opinion leaders through technology demonstrations, Capitol Hill ride-and-drives, multi-day conferences for hundreds of attendees and a steady stream of exhibits at influential venues.

Along the way, DTF forged relationships with some unlikely allies, including groups like the Natural Resources Defense Council, Environmental Defense Fund and many others. And, throughout our nearly seven years working with DTF, Stratacomm kept the focus on aggressive media outreach and connecting our program activities back to DTF’s comprehensive website.

RESULTS

• Established DTF as a recognized and trusted news source – Hundreds of news stories quoted DTF annually, and they regularly appeared in leading publications like The New York Times, Wall Street Journal, Washington Post, USA Today, NPR and CNN.
• Positioned “clean diesel” as an accepted phrase and viable energy solution – Nearly 3,000 news articles included the term “clean diesel” in a single year, up from only 375 a few years prior. Recognition of the term by DTF’s targeted audience of policymakers increased by 24 percent.
• Improved the tone of media coverage – At first, a media content analysis found that negative diesel stories outweighed those with a positive tone by a two-to-one margin, and 79 percent of all coverage, regardless of topic, mentioned pollution. After a multi-year, integrated communications campaign, a follow-up analysis confirmed that Stratacomm helped turn the tide. In that year, 70 percent of diesel media coverage was favorable to neutral. When articles included DTF spokespeople or information, diesel earned predominantly positive coverage and dominance within the coverage.
• Created a destination website – Thanks to Stratacomm’s development, promotion and ongoing maintenance, DTF members and staff referred to the DTF site as the “CNN of diesel news.” Web traffic grew by over 500 percent in just four years.