Communicating Sustainable Messages
What Companies Need to Know Before Launching a Green PR Campaign
Apr 20, 2009
Today’s consumers have high expectations, and they are increasingly favoring environmentally friendly products and services. From packaging to distribution channels to product lifecycles, companies can no longer operate without considering their impact on the environment.
Sustainability isn’t just a passing trend; it’s a responsible way to conduct business and develop products. As more natural resources are depleted around the world, sustainable practices will become a necessity across industries, and business leaders need public relations strategies in place to communicate sustainable messages to their audiences.
Greenwashing is a relatively new term that refers to companies that mislead consumers into thinking their products or services are more environmentally friendly than they really are. With hundreds of millions worldwide active in social media, greenwashing claims can spread faster than the time it takes to make them.
Before communicating sustainable messages, PR professionals need to ask themselves these four questions:
Is My Company, Product or Service Really Sustainable?
The sustainable movement has generated a ton of buzz, and hence, buzzwords. “Green” and “sustainable” are often overused and misused, which has led to greenwashing and public confusion. The definitions can morph depending upon the source, so it’s important that companies fully disclose how their products or services specifically aid the environment. It’s also important to be transparent about services and products that are not sustainable.
Why Do My Customers Need to be Informed About Sustainable Options?
It’s important to remember that public relations isn’t solely about communicating messages to a targeted audience. It’s about fostering a mutually beneficial relationship in which the public receives assistance, education or a service related to the business. Keeping the public informed about sustainable options supports healthy and responsible lifestyles. Sustainable business practices are at the core of the “doing good by giving back” concept.
How Should My Company Communicate Sustainable Messages to Employees?
Before launching any green PR campaign, all employees need to be informed about the company’s sustainable efforts. Employee relations and public relations are deeply intertwined, as the employees retain some of the branding and viral communication outside of the workplace. Are all of the employees briefed on sustainable practices? Do the employees understand the organization’s definition of sustainability? Once informed, how will the employees stay updated on sustainable advances in the workplace? Map out an internal employee communications plan prior to launching any public effort.
Once employee relations are finalized, pinpoint sustainable experts that are designated to speak with the media. These employees should receive professional media coaching and make extra efforts to stay abreast of advancements in sustainability.
How Should My Company Communicate Sustainable Messages to Target Markets?
Communication in itself can be sustainable. The rise of Internet technologies and social media offer a myriad of opportunities to reach audiences with fewer trees. E-mail newsletters, online video and virtual trade shows represent a sampling of interactive, online communication tools. When paper and packaging is a must, consider recycled paper, vegetable-based inks and green design options that eliminate the amount of paper waste produced during the printing process.
The lesson: plan, then tread carefully and truthfully. Consumer trust takes time to build, and greenwashing can quickly damage that trust as well as the company brand.
