The economic downturn has had widespread implications for a variety of industries and issues, including less of a focus by the news media on the “green” movement. However, as the economy recovers, the media interest in green will re-surface in headlines with a greater emphasis on an organization’s overall corporate responsibility initiatives. As a result, communicators need to be prepared with a solid communications platform that balances the demands of multiple constituents.
Today, green matters to different stakeholders for different reasons. For example, investment decisions are increasingly based on how an organization achieves its objectives, not just bottom line results. This type of “socially responsible investing,” surpassed the $2 trillion mark at the start of the 21st century, according to the Academy of Management.
Shareholder activists, employee opinion and the availability of data on corporate activities are all driving pressure on organizations to operate in a responsible manner. When world diplomats convene about climate change, it focuses global attention on the importance of reducing carbon emissions, posing new challenges and opportunities for communicators.
For these reasons, communicators should establish their organizations as leaders in corporate responsibility earlier, rather than later. To build awareness and solidify a company’s reputation, communicators need to be highly conscious of the messages conveyed to internal and external constituents. If an organization communicates its practices in the right way, it can build credibility for months and years ahead.
Here are a few tips and strategies on the best way to communicate the good work your organization is doing in the green sphere while balancing the needs of multiple stakeholders:
Authenticity
If an organization is driving sustainability within its operations, its green initiatives will be integrated with its business objectives. Nothing rings more false to stakeholders than communications that do not reflect this alignment. Green messaging should be embedded throughout the organization and in communications including announcements that pertain to business-related offerings.
In addition, the focus areas for a company’s green efforts need to relate to its business model. For example, a soda company will most likely focus its green efforts on water conservation or plastic recycling, issues that pertain to its industry, not unrelated environmental causes.
Lastly, many organizations are beginning to re-think their processes, products and services in anticipation of a cap-and-trade system on carbon. Changes in how companies innovate and develop new technologies are inevitable; however, make sure that communications on these changes clearly delineate why your organization is taking certain action to prevent any confusion.
Honesty
If you have ever heard the saying, “honesty is the best policy”, you will understand that it applies more so in a green communications platform. A recent survey from M.I.T.’s Sloan Management Review and the Boston Consultancy Group showed that corporate pronouncements on green efforts did not match organizational actions.
Making environmental claims that you can’t prove, or those that conflict with a portion of your business model, are the easiest ways to damage your reputation. If your company’s environmental programs are a work in progress—say so. If you make a mistake, fess up. The public will be much more understanding if you apologize and admit a mistake, rather than trying to deny or downplay the importance of errors.
Consumers are especially wary of environmental marketing claims. They’re well aware of green as a selling tactic, more commonly referred to as “greenwashing.” If you’re unsure of the rules in this space, consult the guidelines on environmental marketing claims published by the Federal Trade Commission at: www.ftc.gov. Another great resource includes a new report published this April by TerraChoice titled “The Seven Sins of Greenwashing.” The Web site: http://sinsofgreenwashing.org/ complements the report.
Transparency
Organizations are required by law to be transparent about their environmental initiatives through various regulatory reporting and disclosure agreements. One voluntary step that many forward-thinking organizations are taking includes reporting their carbon footprint through the Carbon Disclosure Project, an independent nonprofit that gathers information from thousands of companies.
Another option is to develop a corporate responsibility report. This type of report is an excellent way to communicate your organization’s commitments to the environment and succinctly delineate the environmental issues, challenges and efforts faced by your organization. In addition, it will show how environmental responsibility fits with other socially responsible efforts, providing stakeholders with the big picture when it comes to corporate responsibility at your organization.
Engagement
Engaging both external and internal audiences through collaborations and dialogue is an important facet to building a strong green communications platform. A strong relationship with constituents builds trust, an important first step in moving from source to resource.
So, how can you connect with your constituents? Host a roundtable event to discuss an issue that threatens your industry. Invite your toughest critics—media, NGOs, lawmakers, etc. The conversation will help your organization clearly state its environmental objectives and will help generate new ideas to make a positive impact.
In addition, anticipate environmental issues within your industry and take a seat at the table in crafting legislation that will help, not hinder, your business and industry. This way, you are educating lawmakers on environmental issues that they may have never heard of.
Although engaging external stakeholders is important, it’s also imperative that your workforce receives focused messaging on green issues. A messaging platform is always stronger when employees are armed with the tools and resources that they need to walk the talk. Arm your workforce with the right messaging so they can articulate what the environment means to your organization.
This is particularly important within large organizations that operate across and within different cultures and time zones. Regardless of the country in which an employee resides, he or she should be able to articulate messaging about the environment and your brand. This creates a more consistent and sustainable messaging platform that will only build greater positive awareness.
Relevance
Communications about your environmental initiatives must resonate with your stakeholders. Similar to authenticity, environmental communications must align closely with an organization’s business model, yet in order to be relevant, it must strike a targeted chord with constituents.
Word choice and terminology are two ways to be more relevant to those receiving your messages. For example, the word “green” is very broad, so organizations that want more of a universal appeal should use the word “environment.” This word is associated with the planet and natural resources and will appeal to a much wider constituent and industry base. You may also want to do some research to understand the terminology that your customers, employees, lawmakers or other stakeholders are using.
Once you have the terminology down, find out what your target audience is expecting of you. If you’re a direct mail company, discuss issues of concern to your audiences, such as sustainable forestry and paper recycling. If you represent a trucking company, focus on fuel efficiency and using technology to shorten the routes that drivers use. Regardless of what your company does well, make environmental messaging resonate with constituents by using the right terminology and sticking to issues that matter most to them.
Tools
If you’re launching an environmental campaign, a holistic approach to tools and measurement is needed. Before launch, define what success means for your organization. Is it to shift consumer opinion of your industry? Or make consumers aware of misperceptions? Especially when budgets are tight, a definition of success that gets communicated across the organization will go a long way in the success of your programming.
In launching a communications campaign, use all resources available to you. A mixture of direct mail and online channels has a proven track record of success; however, PR practitioners need to think beyond traditional channels to reach their audiences. Especially since most conversations and networking have moved online. This means it’s important to create a Facebook page, start blogging or open a Twitter account. Today, you’ll reach far more of your audience using these channels.
Most important of all, once an environmental campaign has ended, start planning for the next one. If your organization’s communications on green concerns die after one campaign, it could seriously damage your reputation. Remain consistent in your words and actions by continuing that green conversation for years to come.
Communicating on green issues with these tips and strategies can increase the success of your campaign and help organize your short- and long-term communications goals for multiple stakeholders. As more and more of these stakeholders demand corporate accountability, protecting the interests of your company means communicating on green matters in the most honest and authentic manner. In doing so, you’ll build the trust and credibility that is necessary for the success and sustainability of your organization.
This article was excerpted from PR News' Guide to Best Practices in Corporate Social Responsibility & Green PR. It was written by Kathleen Ryan Mufson who leads the communications platform for Pitney Bowes’s overall corporate citizenship initiatives with a focus on health care, diversity, environmental stewardship, governance and literacy and education. To order the guidebook or find out more information about it, go to www.prnewsonline.com/store.