For those companies that are environmentally-conscious, it is quite tempting to want to shout about those efforts from the rooftops in hopes of attracting positive attention. That can be a great move – as long as it’s done correctly. Energy PR, particularly if it is focused on energy conservation or the use of renewable energy sources, is a specialty practiced by many communication professionals who are well-equipped to help your business make the most of your environmentally-friendly initiatives.
A company that appears to be doing this quite well is Federal Express. In recent ads, the shipping giant has been touting its use of energy efficient vehicles and the like.
In the field of energy PR, many professionals have made a career out of green energy PR, while others have worked for organizations that inadvertently helped them develop the specialty because of in-house environmentally- conscious initiatives.
Lots of interesting sustainable energy projects are going on around the world right now, providing ample fuel for energy PR pros. In New York, for example, there’s work being done to reach the goal of having 30 percent of all energy used statewide come from renewable sources. All over the country, schools are switching to more environmentally friendly bulbs and reworking policies to ensure that lights are turned off when they’re not being used. Schools with the resources to do so are even installing the kind of lights that switch off automatically when motion sensors don’t detect anyone in the room.
The reason it’s important to have a professional involved in your green energy PR is because it’s easy to cross the line from appropriate to too much. Making your organization sound greener than it is a practice known as “greenwashing,” and people are developing a keener eye for it – especially as so many organizations seek credit for their green initiatives without also seeking the counsel of a green energy PR professional. The public can be quite harsh when it suspects that an entity is taking more credit for environmental friendliness than it deserves. For example – large corporations that make a big deal when they put a green roof on a new building, or when one facility out of a thousand gets an Energy Star rating, can be accused of “greenwashing.” And that’s the danger of promoting such initiatives without the counsel of someone experienced with green energy PR.
That’s not to say that even those businesses don’t deserve credit. Every little bit helps when it comes to conserving natural resources. The point is to illustrate the importance of seeking that credit with the finesse and expertise that a communication professional can provide.
A communication consultant with experience in green energy PR can help you find the right balance – drawing positive attention to your environmental friendliness efforts in a truthful and sustainable manner.