Carbon Tracker’s growing reputation as a ground-breaking thought-leader in this space has been cut using an innovative communications strategy that draws on a mix of traditional and progressive methods to disseminate our research. Through the targeting of high-profile international print and broadcast media and interactive web-platforms, impactful infographics, social media channels, podcasts, videos and speaking at over 100 events, we continue to promote our work and help markets align with critical climate goals.
OUR STATS FOR MAY-DEC 2020:
MAINSTREAM MEDIA COVERAGE
3,500 print stories published worldwide on our analysis internationally, over seven continents.
SOCIAL MEDIA CAPACITY
Twitter: 32.3K
Linked-in page: 2477
LinkedIn group: 2165
Instagram: 1000
EVENTS
Speaking engagements: 107
of which:
Conferences: 39
Investor meetings: 20
Workshops & webinars: 17
Roundtables: 16
Summit and forum: 15
Report launches: 2
WEBSITE & NEWSLETTER
Website users: 98K
Page views: 276K
Page views per month: 34.5K (average)
Newsletter subscribers: 5500
OUTPUTS
Reports: 6
Analyst notes: 3
Blogs: 13
Flash notes: 2
Infographics: 7
Videos: 4
Podcasts: 5
GETTING TO KNOW OUR KEY AUDIENCES: AN EXTENSIVE CALENDAR OF
PUBLIC EVENTS
From May to December 2019, we spoke at over 100 events globally targeting investors, policymakers, energy companies and financial regulators.
We continued our annual involvement in flagship events worldwide, such as COP25, London Climate Action Week (LCAW), Financial Times and Responsible Investor Conferences, Ceres Annual Conference, PRI in Person and New York Climate Week.
We had two launch events in the year. The first was in collaboration in MSCI and PRI to present our “Energy Transition Myths” work in the context of the Inevitable Policy Response Initiative, led by PRI, during the inaugural LCAW. Over 200 asset manager, asset owners and regulators attended the event which includes presentations from Kingsmill Bond and representatives from PRI, MSCI and the UK Committee on Climate Change (UKCCC) and a panel discussion moderated by Mark Campanale, with panellists from BlackRock, WHEB Asset Management and Zurich.
The second launch event, co-hosted by Impax Asset Management, was to jointly exhibit “Breaking the Habit” and “Balancing the Budget” and included presentations from both the authors followed by a panel moderated by Mark Fulton, with representatives from Impax and Sarasin & Partners. This event was attended by ~80 people, including investors and energy companies, and was the stage for an open discussion among participants.
FRAMING THE DEBATE IN INTERNATIONAL PRINT & BROADCAST MEDIA
In the last six months of 2019, our work has been attributed in 3,500 stories worldwide and our analysts were interviewed by major international broadcasters including CNBC, the BBC, Sky News, ABC and national TV and radio stations. Influential and key publications like the Financial Times are increasingly incorporating aspects of our core analysis into their coverage, with the prospect of ‘stranded assets’ and the ‘carbon budget’ timebomb increasingly touched upon. These efforts have enabled us in re-framing the climate problem as a financial risk and fusing, asset-level analysis, with key concepts such as the “carbon bubble” and “unburnable carbon”. By maintaining a strong communications presence, our memes have become a central part any discussion of financial risk management in climate.
DELIVERING OUR MESSAGE TO A WIDER AUDIENCE THROUGH SOCIAL MEDIA
The second half of 2019 was an especially busy period for climate focused social media activity, with the global Extinction Rebellion and School Strike for Climate protests, combining with the record Australian bushfire season to propel climate coverage, and the role of the fossil fuel sector to the top of news agendas and social media feeds. Heightened awareness of climate saw our Twitter following hit 32,000 followers up from 28,000 and LinkedIn surpassing 2400 followers, with 1000 new followers added as well as expanding our presence on media platforms YouTube, Instagram and SoundCloud.
A TARGETED APPROACH TO RESEARCH DISTRIBUTION
Part of our outreach strategy is to effectively reach the portfolio managers and sector analysts responsible for capital allocation and investment decisions. In 2019 we partnered with and made our reports and analyst notes available on the professional research aggregator platforms, which institutional investors typically use to access sell-side financial research. Our research is now available on the Bloomberg terminal and on the FactSet, Refinitiv and S&P Capital IQ platforms.
In December we introduced a new research note for speedier reactionary outputs, known as Flash Notes. Our first two were used to announce CA100+ members, SSE and Iberdrola’s announcements to align with Carbon Tracker’s Paris-Aligned Methodology for coal.
We have continued to develop and improve our distribution lists in our CRM system. At the years close our research was reaching ~10K subscribers via our distribution lists, double the number we were reaching the previous year. Contact management and quality assurance tasks begun in 2019 through a cross-team effort to ensure that contacts are updated and our research disseminated to relevant, interested groups. Our database is also utilised as a tool for event planning and project management.