‘Green’ needs transparency

April 2, 2008 at 7:40 pm (public relations, social media, strategy) (, , , )

Global EnvironmentAs companies put sustainability and environmental efforts at the forefront of corporate responsibility efforts, conversations stir about what it actually does to the image of the company. A recent article, posted on AdAge.com, reports that the Nielson Report shows that bloggers have a high impact and voice in discussing sustainability, including green initiatives in corporations. It talks about how bloggers are “a highly skeptical consumer group.” Bloggers are calling out companies that are forcing green efforts in key messages. The companies are over-exaggerating initiatives and often practice inconsistency and contradiction against what they are telling their audience.

I think public relations professionals of these companies need to provide consultancy about transparency and integrity. When talks of green efforts look fake and don’t coincide with actual practice, it negatively impacts the company. In a world where the digital community’s voice is so prominent, there is no way to get out of fake and unconvincing green initiatives. Corporate social responsibility is becoming so saturated with ‘green’ strategies that it no longer looks innovative, but is looked at more critically and sometimes scrutinized.

Another thing to point out is how poorly it impacts the public relations profession. People will often translate an incorrect and false image to public relations campaigns that went wrong. PR professionals need to be careful and make sure the company actually cares about its initiatives and stays transparent at all times.

Photo courtesy of Flickr: Al-Fassam [Online! :D]. It was taken under the Creative Commons License.

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