Patrick Brightman - 08/27/2026
Overview
The rise of artificial intelligence (AI) and Edge computing places greater emphasis on reliable power for data centers. Even an outage of only a few minutes can cost hundreds of thousands of dollars, let alone what it does to a company’s reputation. 3E PR worked with C&D Technologies to develop a thought leadership program that positioned C&D’s batteries as a reliable backup power source, helping the company grow sales.
Strategy
3E PR integrated a public relations, social media, and website content campaign. A clear, consistent message was delivered across C&D’s earned and owned channels. By coordinating all efforts, prospects, customers, partners, and employees clearly understood the key points of the campaign:
- 100+ Years of Innovation – Over a century of developing power solutions creates a stable partner, unlike many other companies.
- Patented Technologies – C&D developed proprietary advancements that improve performance in key areas that effectively address AI and Edge concerns.
- Industry Expertise – Understanding the market beyond power makes C&D representatives valued partners to help design the best overall data center.
Implementation
C&D and 3E collaborated to develop a thought leadership strategy. It integrated knowledge of market trends and their overall impact on data centers with a focus on power requirements. Data center decision makers are now using backup power systems during energy spikes in day-to-day operations due to AI and Edge. Therefore, battery selection is integral to successful data center operation.
Messaging reached the target audiences in a variety of ways:
- Public Relations – Aggressive media outreach led to consistent editorial coverage throughout the year. Key placements included seven by-lined articles that detailed how AI and Edge Computing were changing the data center landscape. Additional PR activity resulted in C&D earning two industry awards for its technologies. 3E also secured a speaking engagement at a leading battery trade show for a C&D executive to clearly position the company as a leader.
- Organic Social Media – 3E created a marketing connection with the public relations campaign by posting thought leadership posts consistent with the articles secured on C&D’s social media pages.
- Website Content – To validate the messaging of C&D’s solutions meeting the needs of the market, four case studies were published on the website.
Results
The public relations program garnered over 38 million impressions in the data center, telecommunications, and power markets. Eighty-two (82) organic social media posts were published on C&D’s platforms – about ¼ of all organic posts during the period. Those posts were some of the highest-performing content.