At DISTRIBUTECH 2025, one thing was clear: Utilities are under intense pressure to modernize, decarbonize, and digitize, and they’re actively seeking the right technology partners to get them there.
From AI-driven grid automation to microgrids and digital twins, the industry’s appetite for innovation has never been greater. But as energy tech providers know, even the best tech can get lost in the noise without a clear story, credible brand, and strategic visibility.
Below, I’ve captured five of the top trends that emerged from this year’s show and how you can capitalize on them. Here’s how to adjust your PR strategy to cut through the clutter, stand out to utility buyers, and grow market share.
1. Utilities are ready for digital twins
Digital twin deployments were everywhere at DISTRIBUTECH. Utilities are investing in virtual models of substations, feeders, and even full grid segments to simulate outage scenarios, optimize operations, and strengthen resiliency.
Opportunity:
If your platform helps model, visualize, or analyze grid performance, now is the time to make that value clear. Real-world use cases and customer successes resonate with utility decision-makers. Focus PR efforts on telling stories about how a utility used your platform to identify and prevent a potential outage or speed up recovery, for example. Partnering with customers to publish case studies and securing joint speaking slots at industry events are benefits experienced PR professionals can help with to drive exposure.
2. Expansion of Distributed Energy Resources (DERs) and Microgrids
Exhibitors and panels highlighted the growing role of DERs and microgrids in enhancing energy reliability and supporting decarbonization goals, with some demonstrating successful deployments that provide enhanced resiliency for communities and critical infrastructure. The proliferation of DERs and microgrids allows for a more decentralized and flexible energy system.
Opportunity:
Frame your solution around the operational or customer benefits, like reduced dependence on centralized power plants, lower transmission losses, or enabling greater incorporation of renewable energy sources. Use PR to position your company in microgrid and DER conversations through thought leadership bylines, industry podcast appearances, and detailed case studies that show scale and resilience. Get ahead of the RFP cycle by showing up in the right publications and conferences where utilities are already shopping for solutions.
3. Data interoperability is the new necessity
Utilities can no longer afford fragmented data environments and are actively seeking solutions that unify operational, customer, and asset data. Utilities that embrace interoperability (especially through open data standards and unified platforms) gain a clearer, faster view of grid health and can act more proactively.
Opportunity:
Tech vendors that emphasize open standards, API readiness, and cross-platform compatibility are gaining traction. But to stand out, you need more than spec sheets. You need customer validation and visibility, including thought leadership and consistent media coverage in the outlets utilities trust.
4. AI and automation are past the hype
AI was one of the most applied (not just discussed) technologies at DISTRIBUTECH this year. It’s being deployed for everything from enhancing grid reliability and optimizing asset management to managing vegetation and prioritizing field crew dispatch to improving customer engagement.
Opportunity:
Utilities are hungry for proven, scalable AI tools — but cautious about untested hype. Ditch the buzzwords and say exactly what your AI does, how it fits into existing workflows, and how it impacts reliability, costs, or safety — then back it up with data. Case studies go a long way toward building trust that your AI tools solve real operational pain points.
5. Advancements in Grid Modernization and Resilience
The conference emphasized strategies for modernizing the grid to enhance resilience against increasingly frequent (and more devastating) natural disasters and cyber threats. Exhibitors highlighted challenges and opportunities around system hardening and the implementation of advanced distribution management systems (ADMS). Modernizing the grid is crucial for maintaining reliable electricity delivery in the face of increasing environmental challenges and security risks.
Opportunity:
If your tech supports grid resilience, protects aging infrastructure, and/or supports the integration of distributed energy resources (DERs), now is the time to get that message in front of buyers.
Why Public Relations Is a Growth Engine for Energy Tech Brands
The technologies on display at DISTRIBUTECH 2025 prove the energy transition is here — but utilities have more vendor options than ever. The brands they consider are the ones who show up in the right conversations, with the right proof, at the right time.
This is where PR delivers. Not as an afterthought, but as a core part of your go-to-market strategy. When your story is clear, credible, and visible, your target audience pays attention.
I’ve helped countless energy tech companies:
- Get featured in top-tier industry media outlets
- Position executives as thought leaders
- Showcase utility customer success stories
- Create a narrative that speaks to utility challenges
- Build momentum around product launches and funding milestones
By partnering with an experienced public relations agency that understands the utility space, you can ensure your brand message lands with the people who matter most, from utility buyers and partners to analysts and industry influencers.
If you’re ready to sharpen your message and grow your presence in the utility space, let’s talk.