The Bulldog Reporter: Not Easy Being Green: How PR Can Help Corporations Remove the Gray from Green

BY: THE BULLDOG REPORTER, MAY 1, 2008, BY: ANN BARLOW

Once upon a time, corporations could donate to an environmental cause and check eco?efforts off their CSR list. Today, companies of all sizes are integrating environmental sustainability into their business plans, operations and cultures?not just because of the positive effect on the environment, but also for its positive effect on their bottom line...

As corporate eco?consciousness continues to grow, PR professionals have an opportunity to make a meaningful impact on the operations of the organizations we serve.

There are few other areas where reputation and operations are more closely linked. We need to take the time and effort to learn about the environmental sustainability programs our clients are implementing, and begin making a meaningful difference by counseling business leaders on the development and packaging of green messages.

Recent studies show that media and consumers are already suspicious of green claims and wearying of the barrage of green messages. If we continue to inundate them, we'll not only fail to get exposure for important programs, but?much more dangerous?turn consumers off to hearing about environmental programs. We must communicate change in a meaningful way, without over?saturating the public with "green news," like we did in the late 1990s with the hyperbole on the "leading" technology we represented.

According to a recent survey conducted by Peppercom and Media?Screen, a company's green efforts are more credible when endorsed by third?party environmental groups. Nearly two?thirds of the 100?plus company executives surveyed launched eco?friendly initiatives within the past year, but much of what has been showcased is viewed among consumers as "greenwashing." And although a number of companies have forged non?government environmental group (NGO) partnerships, the study revealed that a significant percentage said they have not forged such partnerships, citing lack of trust or common goals, and uncertainty on which NGOs to seek out. Since purchasing decisions are often?times influenced by NGOs, closing the gap between what consumers want and what companies are providing is more important than ever. Because of this, it is important for PR practitioners seek out opportunities where we can not only communicate change, but drive it as well.

As communications professionals, it is our responsibility to guide and collaborate with our employers and clients to establish when and how something should be promoted. A good way to do so is by instituting a litmus test that programs, products or services must pass in order to be promoted as "green." The test should answer the question, "Is the program/service/product truly led by environmental objectives or does it just happen to seem like an environmentally positive action?" You may find that you're making more of something than is really there. And let's face it: This isn't exactly unusual in PR. But in the case of environmental sustainability, you must hold yourself and your employer or client to a higher standard.

This doesn't mean you can't or shouldn't promote the program, service or product. Instead, put it under a microscope and change how you do it. Here are some suggestions:

1. Consider reaching out to some green media to let them know what you're doing and where you are in your plan. As they begin to give you positive coverage, expand your reach to mainstream media and offer in?person briefings.

2. If it's little more than a happy coincidence that your announcement has a green angle, don't make it the lead and don't pitch it as a green story. Weave the environmental benefits into the body of your pitch or release.

3. If you are still finding positive media coverage difficult, consider taking the spotlight off yourself and putting it on your customers or others to tell a story. For example, survey business suppliers on whether they intend to look for alternative fuels over the next few years and report your results. As you pitch the story, you can subtly incorporate your own initiatives. This strategy can also be applied if you don't fit the virtuous necessity description but are having trouble breaking through with the media. As they do with most pitches, reporters will be much more receptive to a broader story.

If you follow these guidelines, you will help distinguish real environmental news from fluff or greenwashing and ultimately better your clients' green street cred. The result should be more quality coverage from the media on environmental initiatives and a better response from the public. And as a PR practitioner, you will have guided your organization in a more meaningful, genuine and sustainable direction.

Ann Barlow is president of Peppercom's West Coast office and head of GreenPepper, a service offering devoted to sustainability developed in response to demand from clients and passion among Peppercom employees. GreenPepper helps traditional and renewable energy companies engage with the environmental community and develop communication strategies.