CNBC published an article recently on solar power — specifically the fact that it’s slow to be adopted by the masses. The crux of the article poses the question, “Does the solar industry have a PR problem?”

There are some solar power drawbacks (described in the article) that may outweigh the benefits, especially for the average consumer.  So, in that case, yes, it seems there may be a perception problem, warranted or not.

On the other hand, the article ends with a comment from an industry leader also suggesting that the trade needs an “advertising and research council,” similar to other industries, such as agriculture. This sounds like a good start. But it also indicates that the biggest PR problem for the industry may simply be the lack of PR itself. Are the right stories being told? Are those stories reaching the right audience? Are the drawbacks being addressed, and if and when they are remedied, will potential adopters come around? I’m guessing that if the industry groups already in place aren’t taking action, another group or association affiliated with solar power eventually will. There seems to be a great deal of potential, and these are obviously innovative thinkers.

But the questions (and article) underline an important point: “No PR” shouldn’t be confused with “bad PR.” The article and those interviewed imply that not enough is being done to tell the good story of solar power, and most important, to the right people. Is the solar power industry doing a poor job of telling its story? It sounds more like no story is being told at all, which could be worse.

As I read the story, this thought came over me: Someone obviously needs to do something different. Or someone simply needs to do something.  It’s easy to sit back and watch … Save budget … Don’t take risks … Let someone else create market demand … Think others will do the legwork that can somehow benefit you. Problem is that, eventually, you may look around like these solar industry leaders are and realize you need to take action, either alone or as part of a larger group. By that point, you may have lost valuable time that can’t be recovered.

Marketing communications, specifically public relations, can be very powerful — geared toward the right audience, with the right message, using the right channels. But it takes work and initiative. It takes leadership.

I’m confident the solar power industry will get there. It was once considered an incredibly efficient and affordable source of energy with a bright future. Eventually, it will shine again, once people know the story.

Read the CNBC article at http://www.usatoday.com/money/industries/energy/environment/2011-06-19-cnbc-solar-power_n.htm