White Pine Renewables develops, owns and operates renewable energy systems for leading commercial, industrial and public-sector customers. The company was planning to launch in the fall of 2020, in the midst of the Covid-19 pandemic. Although the team has impressive credentials and many projects in development, gaining media attention for a new company without a high-profile project to announce can be difficult, especially in the chaotic media landscape. We built the company’s new web site and developed a PR strategy including a launch release to top energy markets and custom pitches to CPMG’s proprietary contacts of business and renewable energy media. Results included key placements in business and renewable energy media, such as Seeking Alpha, the California Business Journal and a prominent feature story in PV Magazine.