Many B2B companies wonder how to reach the media when their service is technical and the topic does not seem to interest the general public at first glance. Geonova's customer case shows that the decisive factor is not the product, but the phenomenon.
“I think it was a good success considering that the topic was probably difficult for you too (at first). When talking to other offices, I noticed from their expressions that the topic aroused confusion – can I get into the media with this angle?”
This is how the energy operator Geonova marketing chief Annukka Ollitervo picture the beginning of our cooperation.
He's not wrong at all, the challenge was big. And he probably recognizes that. many Finnish B2B companies in the same situation. “Engineering in Finland” business is often based on technical solutions, and in order to get into the media, you often need to be able to to also speak in a way that is interesting to the consumer audience.
Geonova produces geothermal heat as a service for large properties. Its goal is to 2026 Promoted The PR project carried out with Geonova was to strengthen its expert position. Geonova wanted to talk extensively about their new solution, which in practice can revolutionize what Heating costs for housing companies.
Together with Geonova, we quickly realized that media suitability From a business perspective, we are not really launching a new service, but rather a phenomenon: the next phase of the energy transition and the new normal, where housing companies heating systems are part of a jointly controlled network. Individual properties benefit from this direct economic benefit, but at the same time they contribute to the well-being of society as a whole to ensure security of supply in the electricity reserve market.
The promise and at the same time the main message of the PR project was big and inspiring. CEO of Geonova Tuomas Humalajoki that is, to make the message true yourself:
“This is a good example of how the energy transition can bring tangible benefits without, that people's everyday lives are becoming more difficult. On the contrary, the system works for people.”
Geonova crossed the news threshold in national media
Talking about the energy transition was no longer just a service presentation that would be “just” marketing. I am interested in bringing new things, understanding and phenomena to the fore. audiences of journalistic media. That is why the news threshold was exceeded in this project as well. in general, financial, construction and real estate media.
Pitched MTV, among others, reported on the subject as an interview or later citing a media release News, Kauppalehti, Talouselämä and Rakennuslehti.
“I heard from the sales that the publication in Kauppalehti in particular has been noticed and has attracted a lot of attention.” interest and discussion, as well as contacts with sales,” says Annukka Ollitervo.
Earned media strengthened Geonova's expert position
How did visibility in major media affect Geonova's expert profile? Promoted 5/2026 According to an analysis using artificial intelligence tools, the company's profile is strengthened during spring 2026. Geonova was seen, for example, in online discussions for another year initially as an “emerging challenger”, but has now positioned itself as a market authority and system-level player, even a trendsetter in the energy market.
4 lessons from earned media
- Don't offer a journalist a product as a topic. The phenomenon is much more interesting.
- Data and numbers make claims real, but a journalist's work is also to doubt them.
- Think carefully about the target media and media groups. Build the main message and tailor it pitches.
- There can be one or more spokespersons. They can be profiled and selected. according to the target media.
Earned media refers to journalistic exposure that a company does not buy with advertising but earns through an interesting phenomenon, data, or expertise. Well-planned PR helps a company build credibility, reach decision-makers, and strengthen its market position in the long term.
Would you like to find out what phenomenon your company's operations might be?
Journalistic media is rarely interested in products, but often in phenomena. Let's spar together on how your company can strengthen its expert position in the media it deserves.
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