Go green, speak green (and do it well)

With the COP15 United Nations Climate Change Conference soon upon us, many companies are looking for ways to join the environmental discussion – and promote their own green values. It’s an excellent opportunity for exposure. But how can you take part and share your company’s green values with the world?

Green PR and marketing is becoming an increasingly important part of many companies’ Corporate Social Responsibility (CSR) plans. Whether formal (with a team dedicated to communicating green initiatives and creating green programs) or informal (occasional updates in newsletters and impromptu "green events") – communicating your green efforts can have a very positive impact on your company image as well as your office dynamic.

With the growing green buzz surrounding the upcoming Climate Change Conference in Copenhagen, now is the perfect time.

Any initiative matters
Think green communication plans are just for large companies that have loads of resources to devote to green manufacturing practices and green PR? Think again. Any company, no matter how large or small, can be eco-friendly.

For example:

• YOOX, a Milan-based Internet retailer for a number of luxury fashion brands, launched a green initiative on Earth Day. The "Yooxygen" campaign includes a microsite on Yoox.com that will sell limited edition eco-friendly fashion, design, jewelry, and music.
• Citizens Bank in the US has launched a "Green$ense" program, which pays customers 10 cents every time they pay without paper – up to $120 a year. The Green$ense microsite is filled with green trivia and fun eco-tips (and, of course, easy ways to become a Citizens Bank customer).

The best type of exposure
In the wake of a virtual storm of media stories about companies that have done things terribly wrong, people want to know that some organizations have their heart and mind in the right place. Need more reasons to speak more green? Here are a few:

• Stakeholders. Chances are, a company that’s thinking about sustainable practices has its ethical priorities in order. Stakeholders will see your green efforts as a sign of trustworthiness.
  
  
• Employees. People are proud to work for companies that do good. Green efforts show a company’s human side – and if the company cares about things that matter, the employees are much more likely to care about the company – and put in a good word for it wherever possible. And if you’re looking for fresh talent, your green reputation is likely to attract worthy candidates.
  
  
• Customers. The Green$ense concept is designed to attract customers who want to feel good about their financial choices. And it seems to be working. 
  
  
• The company bank account. Green practices can save companies money if they are done right. 
  
  
• The corporate world. Afraid of tooting your own horn? Don’t be. The more companies publicize their green policies, the more likely others are to follow suit. If you’re doing something that sets a great example – the world ought to know.

The importance of speaking green professionally
Though held in Copenhagen, the COP15 Climate Conference is an international event. And the whole world will be watching. So if you want to be part of the green buzz, it’s important that all your green talk is suitable for an international audience.

Whatever your message, it should be clear, engaging, and 100% professional. Since English is the main conference language, make sure your green English is flawless. This will help you build credibility as an international player.

When you have something to say, get the word out there!
If you’re already doing a lot to lower your company’s environmental impact, why not devote a section of your website to your green efforts? If you’ve got a newsletter, dedicate a section to your company’s or employees’ green efforts. (And if you need help coming up with topics or putting them in writing, just let us know.) Make your stories personal. People like people, and they trust them. So get the employees who work with your green initiatives to contribute.

But be sure to back everything up
A key part of any green strategy is transparency. As more and more companies claim eco-responsibility, the media, employees and stakeholders become increasingly skeptical. The more transparent you can be about your environmental footprint the better.

To learn how we can help you develop your green communications, visit our Services section.

Visit the official COP15 Climate Change Conference site.

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A greener workplace

Eye for Image relocated to the center of Copenhagen in April 2009. Now nearly all of our employees can bike to work. And those who live farther afield can take public transport practically to the office doorstep.

Find out what else we do to be green.