How to Launch a Green Platform and Win Stakeholder Confidence


If you’re thinking of launching a green communications platform, make sure to keep multiple stakeholders in mind. Today, green communications must be balanced with the needs of those inside your organization, including employees, and those outside your organization, such as shareholders, NGOs and customers. Some tips on how to balance these needs include:

•    Start by listening. Don’t bombard constituents with messages that are important to you and your organization alone. Audiences will be much more receptive to communications that are relevant and personalized.
•    Consider collaboration. Don’t back your organization up to a wall. Your communications platform will be much more successful if you reach out to NGOs, policymakers and others to form and build relationships. These conversations will allow you to share your point of view and generate new ideas.
•    Involve employees. Employees are your greatest assets in communicating on green issues. Arm employees with information on your green program, so they know exactly where the company stands when it comes to the environment. This is especially important at a time when everyone is using new Web 2.0 technologies such as Facebook, Twitter and blogs.
•    Forget greenwashing. Stakeholders are highly cognizant of green being used as a selling tactic. An organization’s green initiatives should be aligned with their business model and any type of communication should reflect this alignment for increased authenticity.

This excerpt is from PR News upcoming Guide to Best Practices in Green PR and Corporate Social Responsibility, Volume 3. It was written by Kathleen Ryan Mufson who leads the communications platform for Pitney Bowes. To order the guidebook or find out more information about it, go to www.prnewsonline.com/store.





Comments Off

Deals of the Week

Get $200 Off PR News' Digital PR Conference

 digitalpr2015-180x150_updated
Join us June 1-3 where you'll hear from top brands such as Walmart, Miami Heat, Verizon and Ritz-Carlton on PR and communication best practices for the next wave of digital trends.

Use code “200off” at checkout to save $200 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.