Global warming and the Green Deal are hot topics that spark emotions across the media and social networks. Our KNOWLIMITS research team conducted a survey to map the attitudes of Czechs toward the decarbonization of their own households. The findings were so compelling that we decided to proactively share them with the media. By combining original research with strategic communication, we successfully drew attention to the issue, brought it into the public spotlight, and stimulated discussion. The campaign resulted in 23 media mentions with a cumulative reach of nearly 5 million readers, a feature on the Forbes Byznys podcast, and a live interview on ČT24.

 

RESEARCH: EXPLORING THE CZECH MINDSET
Why are some Czechs reluctant to decarbonize their homes? What deters them from adopting more eco-friendly alternatives? How do attitudes differ across generations? Led by Research Director Zdeněk Kubena, the KNOWLIMITS research team explored why Czech society remains more reserved compared to other European countries. The survey provided insights into these questions – and uncovered even more surprising findings.

 

STRATEGY: GAINING MEDIA VISIBILITY AND SPARKING PUBLIC DEBATE
Our PR team’s goal was to share the research findings with as many relevant media as possible, move the topic into the center of attention, and encourage public discussion. To achieve maximum impact, we designed a strategy built around a set of powerful tools:

 

☑️ An informational website highlighting key data
☑️ A comprehensive press release
☑️ Infographics for easy interpretation of the findings
☑️ Preparation of articles
☑️ Collaboration with an independent expert
☑️ A press conference featuring expert speakers
☑️ Proactive media outreach and regular updates

 

CLEAR AND ACCESSIBLE DATA
Decarbonization is a complex topic. To make it accessible to both the media and the general public, we supplemented the press release with a dedicated website and easy-to-understand infographics. These elements allowed us to share the findings clearly, while highlighting key insights and Czech-specific perspectives.

 

EXPERT INSIGHTS: BUILDING CREDIBILITY
We involved two of our in-house research experts — Zdeněk Kubena, Research Director, and RNDr. Roman Mikuš, Ph.D., Marketing & Media Research Analyst — as well as an external expert, Zdeněk Lyčka, President of the Association of Heating Technology Companies and member of the Czech Guild of Heating and Plumbing Professionals. The participation of respected experts added credibility to the research presentation and provided essential context for the findings. Experts were available both during the press conference and for individual media interviews.

 

PRESS CONFERENCE: A PIVOTAL MOMENT
A key element of our strategy was the press conference, where we unveiled the research findings in detail. With a carefully crafted program and an engaging format, we captured strong interest from specialized media, reflected in high attendance and extensive coverage. Journalists appreciated the opportunity to engage directly with all expert speakers. Following the event, we proactively offered the topic to the media and secured additional coverage through media partnerships. Consistent communication paid off in the form of significant media attention.