Green Public Relations Basics

When Burt's Bees, long known for its sustainability practices, was purchased by Clorox, many of the company’s devoted fans balked. How could a company so associated with green practices affiliate itself with a company considered anything but green?

John Replogle, CEO of Burt’s Bees, encouraged the company’s customers to look toward Clorox’s green future instead of its decidedly un-green past. Amid much fanfare Clorox unveiled what the future held for the company with an environmentally-friendly product line called Green Works. And the company committed to increasing its mix of green products by its 100th anniversary in 2013. A smart move.

As Clorox demonstrates, greening a corporate image takes a long-term commitment. But the commitment is well worth it, knowing that as many as 50 percent of consumers consider one or more sustainability factors when purchasing products, according to a survey by Information Resources, Inc. And, according to the AARP, 40 million baby boomers are seeking out green products.

A solid green message during an era of heightened environmental awareness can help marketers cut through the clutter of advertising and information consumers are bombarded with every day. Many companies have already jumped at the opportunity to spread their message of environmental sustainability – some with more success than others. But before grabbing the bullhorn and shouting your virtues to the masses, take heed of a few basic rules.

Rule No. 1:

Sorry, but your company actually needs to be green, or be taking clear measured steps to get there. Seems like a no-brainer, but greenwashing – saying you’re green when your actions indicate the opposite – is rampant and easy to decipher. Energy companies are often cited as greenwashing culprits for bragging about green initiatives while simultaneously being some of the country’s largest polluters. But the good news is when it comes to being green, customers don’t expect you to change overnight. Still, they’ll notice if your green stance is more talk than action.

Rule No. 2:

Balance the desire for environmental sustainability with consumer needs. Make sure all environmental practices and products are framed with the consumer benefit first. If your green efforts don’t help your customers, they won’t help your bottom line. Companies that continue to increase profits, while meeting customer needs, all while implementing environmental sustainability measures, are rewarded handsomely in the area of public opinion.

Rule No. 3:

Have a clear vision and goals when it comes to your environmental philosophy so you can measure your progress. Benchmarking is an important component for telling your company’s environmental story over time and for measuring the success of your campaign.

Rule No. 4:

Be transparent and open about your shortcomings and failures, and let your customers know what you’re going to do about it. Naturally failure is not a subject companies like to talk about, but in today’s world of up-to-the-minute news, blogs and other social media, if you don’t engage the topic someone else will.

Rule No. 5:

Build your message from the inside, out. Bring company employees along with you on your journey to environmentally responsibility. After all, they can serve as your most powerful brand ambassadors.

If you’re ready to follow some of the basic rules surrounding green PR, it’s time to act. The premise of strategic public relations (at least the proactive kind) is to do good works and get credit for it. In this case the credit you get comes in the form of brand preference, higher sales, greater event participation, or increased traffic to your Web site, to name a few – all measurable benefits that can be tied back to your green public relations efforts. Greening corporate images and products is a trend that doesn’t appear to be going away any time soon. With an investment in planning and a commitment to progress, companies can reap the rewards of green PR for years to come.