“If you don’t give people a reason to invest in something, they’re not going to,” Tech Brew reporter Tricia Crimmins said during an exclusive fireside chat with Highwire’s Amina Walker. Her observation underscores one of the many challenges communications professionals in the climate and green tech industry grapple with: How to stay relevant amidst constantly evolving headwinds.
In the conversation, Crimmins unpacked how policy uncertainty, tax credit rollbacks and more could derail momentum in renewable energy adoption. But she also offered grounded optimism: Smart state policies, well-organized trade groups, and community-driven innovation could counteract the challenges facing clean tech.
For communications professionals in energy and sustainability, her message is clear: messaging matters, community matters, and now is the time to double down on both.
Crimmins pointed to geothermal as a rising star in the renewable energy landscape. “I’m all in on geothermal,” she said, noting that the technology has been around for over a century but is only now receiving meaningful attention, thanks to bipartisan support and growing public awareness. Crimmins also noted that the original lack of public interest might be because, “You can’t really see [geothermal] the way you can other renewables.” Though geothermal heat pumps are becoming common in residential use, they are mostly invisible once built. Meanwhile, wind and solar are easy for the public to spot and engage with.
Crimmins also highlighted RNA-based alternatives to pesticides and nonflammable battery storage as technologies worth watching. She mentioned she has a growing interest in virtual power plants and battery recycling. These innovations, she emphasized, are crucial in a moment when federal permitting challenges and material sourcing are slowing progress.
The conversation repeatedly returned to the mixed signals coming from the federal government. Crimmins flagged growing concern over efforts to roll back IRA tax credits and eliminate the Energy Star program, both of which have played key roles in influencing consumer behavior.
In the absence of consistent federal leadership, states are stepping into the void. Despite the U.S. pulling out of the Paris Climate Accord, a bipartisan coalition of states called the U.S. Climate Alliance has pledged to uphold the Paris Agreement. “The U.S. Climate Alliance holds 60% of the U.S. economy,” Crimmins noted, pointing to states like California, Massachusetts, and New York that are pushing ahead with climate legislation and clean energy projects, despite the federal slowdowns.
Trade organizations are also stepping up. “There’s a lot of money and a lot of jobs in green tech,” she said, adding that groups representing solar and battery industries are making their case for preserving tax credits based on job creation and economic growth.
Crimmins emphasized the need for green tech companies to prioritize equity and deeply engage local communities. This is especially important given Not In My Backyard opposition, which has stalled several infrastructure projects.
Crimmins cited the example of Viridi, a battery company in Buffalo that works with local nonprofits to train workers from historically underserved neighborhoods in green manufacturing skills. “It’s not just about jobs; it’s about building wealth and inclusion in the clean energy economy,” she said.
Walker added, “We can’t have a full green country, a green world, if you’re leaving out one community down the street.”
Crimmins offered straightforward advice for communications professionals trying to break through with reporters: bring something new, and make it real.
“I tend to be more interested in press releases and less interested in expert commentary,” she said. “When I’m looking for experts, I’m usually turning to the releases I already have. They’re often the ones doing the most interesting work.”
Currently, Crimmins is diving into virtual power plants and battery recycling, with a deeper look at nuclear energy next on her radar. She’s also tracking how companies are adapting to the current policy environment and exploring alternative ways to fund and scale projects without federal support.
Despite the policy volatility, Crimmins finished with a note of optimism. States are forging ahead. Industry groups are mobilizing. And public interest in climate tech continues to grow.
As Crimmins put it: “There’s a lot of money and a lot of jobs in green tech. That’s the silver lining.”
For energy and sustainability communicators, now is the time to help consumers, investors, and policymakers make sense of both the stakes and the solutions.
At Highwire, we help energy and sustainability companies navigate policy shifts, build trust, and tell stories that drive action. To learn how we can help you shape perception and influence your key audiences, reach out.