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A Q&A with Christine Esposito, President of Terracom Public Relations, about her
green PR firm.
What prompted you to start Terracom?
I’ve been focused on things environmental and sustainable since I was part of an Earth Day event when I was in grade school; I was one of the kids who gave a special environmental talk to younger kids in the school. That was among a variety of experiences that helped me come to appreciate the role communications can play in effecting positive change and inspired me to forge a career in green communications.
Much later, as director of PR and communications for Openlands, a Chicago-based conservation group, I saw firsthand the power of PR to influence policy and build support for green initiatives. That was exciting and gratifying. From there, I wanted to expand my impact and advance the missions of a variety of green and sustainability-driven organizations. So in 1990, I launched Terracom Public Relations. It’s the manifestation of a lifelong passion.
How does Terracom help green organizations grow in size and impact?
We build awareness and create favorable impressions of clients through strategic PR and marketing communications. Among our tools are publicity and media relations, PR and communications strategy, writing, editing, website development and brand consulting.
In one instance, we used PR strategy and media relations to grow the size and impact of the Illinois Solar Tour. Retained by the Illinois Solar Energy Association to publicize the 2008 tour, Terracom helped draw more than 2,000 people to the annual event, which showcases homes and businesses using renewable energy. We tripled attendance over the previous year and made it one of the most attended solar tours in the country.
As another example, Terracom has been part of The Care of Trees’ growth since 1991. At that time, it was an $8 million Chicago-area company; now it is national and has revenues that surpass $50 million — growth the company attributes in part to sustained visibility generated by Terracom.
Terracom clients have been covered by ABC World News Tonight, CNN, The New York Times, as well as Treehugger, Slate, Consumerist, World Changing and more.
How does Terracom differ from other PR firms?
Longevity in promoting green organizations is foremost. Terracom is an award-winning firm that has specialized in helping green organizations grow in size and impact for nearly 20 years. I have a background in conservation and environmental planning, as well as an extensive network in the conservation and sustainability communities, which all benefit Terracom clients. Having a longtime commitment to effecting positive change, I share the drive my clients have for making a difference through their work. And with Terracom, a senior communications professional is intimately involved in all aspects of the project throughout the life of the project.
What kinds of clients do you work with?
Terracom’s clients range from one-person sustainability consultancies to global environmental firms. They may be looking for anything from an hour or two of strategic counsel to planning and executing a complete PR campaign. They are nonprofit organizations like the Center for Neighborhood Technology and Audubon Chicago Region, public agencies like the Chicago Department of Environment and US Forest Service, and green businesses like WRD Environmental and The Care of Trees.
They share Terracom’s core values. And in their own ways, they are improving the quality of life, innovating and advancing sustainability. Often their work is complementary, and Terracom helps foster synergies between them.
You were working in the green space before there was a “green space.” Did you see the trend coming?
When I started Terracom in 1990, the terms “green” and “sustainability” weren’t on people’s radar screens, aside from the idea of greening through land preservation and reclamation. Rather than looking for the next big thing, I was responding to my own desire to harness the power of PR to advance the work and issues of environmental and other forward-focused organizations. Years later, it’s exciting to see the momentum and growing commitment to people, planet and profit. And for Terracom to be an early and ongoing part of that sea change is both rewarding and invigorating.
