Cookerly Lights up Press Coverage for
Oglethorpe Power’s Biomass Initiative

Overview

Oglethorpe Power Corporation (OPC), the nation’s largest power supply cooperative with approximately $5 billion in assets, plans to build as many as three 100 MW biomass power plants in Georgia. OPC retained Cookerly Public Relations to launch a high-profile public relations campaign that would secure positive media coverage and approval from OPC member utilities and their customers, community leaders and government officials.

Objectives

As OPC worked to finalize the power plant sites and permit applications from the Georgia Environmental Protection Division, Cookerly was directed to implement a coordinated and comprehensive roll-out of the biomass plants with Georgia Governor Sonny Perdue and the Georgia Environmental Facilities Authority. The media blitz was designed to generate excitement about OPC’s announcement of the largest biomass power initiative in the U.S. -- and to position the company as a leading proponent of conscientious energy development.

Strategy and Tactics

To secure favorable visibility and awareness, Cookerly conducted a thorough media relations campaign to coincide with Governor Sonny Perdue’s announcement of the biomass plants during a speech on clean energy and conservation. The strategy called for a wide-ranging media push directed at local, state, national and social media, and outreach to applicable industry and state organizations.

Cookerly was also responsible for developing communications materials and presentations about the plants to educate government officials and the cooperative’s members. Additionally, the firm developed key messages that positioned OPC as a proponent of conscience energy development by balancing reliable and affordable electricity with environmental responsibility.

Results

Cookerly’s press blitz secured more than 100 placements in less than two weeks with favorable coverage of the biomass power plants in print, online, television and radio media. Articles were featured in local, state, national and trade publications (including energy/utility trades) -- with an advertising equivalency of more than $2 million -- and reached more than 60 million readers/viewers.

Media placements included Associated Press, The New York Times, Atlanta Business Chronicle, Atlanta Journal-Constitution, Florida Times-Union, Morris News Service, Macon Telegraph and more.