Trina Solar in Europe:
building renewable-energy visibility across markets.

The challenge

Trina Solar required coordinated PR support across Europe, with local execution teams in the UK, Germany/DACH, Spain, Poland and Italy. The programme had to balance global and local messaging and news flow, with detailed monitoring and evaluation across the regional markets.

A central strategic objective was to support the positioning of Trina Solar’s smart renewable energy solutions beyond solar — expanding the brand narrative beyond the core panel business into the wider energy ecosystem.

Our approach

GlobalCom developed a European communications plan, including a dedicated crisis communications plan and process framework. A European thought-leadership programme — combining content creation with speaker training and positioning — supported expert visibility across markets.

The programme delivered the full editorial spine of an international PR effort: press releases, expert bylines, statements and case studies, all adapted for the regional markets. A proactive press office drove media activities across the participating countries, and local events across Europe were supported with dedicated media programmes.

Key activities

• Developed the European communications plan and crisis communications plan and processes.
• Created a European thought-leadership programme — content creation, speaker training and positioning.
• Produced press releases, expert bylines, statements and case studies for the regional markets.
• Operated a proactive press office and drove media activities across the participating European markets.
• Supported local events across Europe with dedicated media programmes.

Results

The programme delivered qualitative results across visibility, positioning and media relationships:

• Increased visibility and brand awareness for Trina Solar across the European markets.
• Sharpened positioning with clear key messages and new application areas — supporting the beyond solar narrative.
• Established and maintained relationships with key media across the regions.

Why it matters

European solar buyers, distributors and trade media do not consume one continental story. They consume their own national press, their own trade events and their own regulatory cycles. A coordinated European PR programme with local teams in each priority market is what allows a global brand to keep its narrative consistent while still landing credibly in each country — and to expand that narrative beyond the legacy product category when the business case supports it.