… From Biz2Biz NWA, April 2010
Elise Mitchell, Mitchell Communications Group / Fayetteville
How do you develop and implement environmental communications strategies that serve stakeholders and provide positive results for companies? Elise Mitchell is President and CEO of Mitchell Communications Group, and has more than 20 years of experience in public relations. Here are her tips for communicating effectively about environmental issues.
1. Have a clear understanding of impact
Before communicating at all, it is critical to do a life cycle assessment of all operational activities. This data-collection process takes a 360-degree view of the organization to identify materials used, energy required, and existing or potential environmental impacts associated with developing a product or service.
During this process, it is important to look upstream to find out what resources the company is using in the production process as well as downstream to see what resources are required by customers or consumers to use its products or services. Only after understanding the full scope of impact can communication strategies be developed.
2. Identify areas of strength as well as weakness
Once a comprehensive review of activities has been done, map out what the company is doing well. Look to see not only how the company is meeting regulatory standards, but what it is doing to go above and beyond what is required. For example, a closer look may on the factory floor or greenhouse gas emissions in the production process. Employees may be reducing energy use in the office.
Likewise, look for areas where the company needs to improve and how the company will address those opportunities in the future.
3. Get a grasp of the science and substance
Do some homework to find out how significant the company’s practices or impacts are and how to communicate accurately and authentically. Be sure to:
• Understand the science behind the company’s environmental impacts to help stakeholders see the relationship between the two.
• Understand the substance of the company’s environmental activities to be certain there are operational philosophies and policies in place to guide those activities. There has to be more than marketing behind a message.
• Benchmark against peers both in and outside of the industry to ensure the company is keeping up with – or better yet staying ahead of – accepted standards.
4. Be proactive. Be strategic.
In addition to evaluating the company’s overall environmental impact, it’s important not to just manage risks but also look for opportunities to develop proactive programs to benefit the environment. Be strategic about those concepts by tying initiatives to the company’s business focus and objectives. For example, if the company uses water in its operational practices, identify conservation or environmental groups who focus on water conservation or watershed restoration. Look to them for guidance and determine if they would be willing to partner on an initiative.
5. Seek third-party support
Identify stakeholders such as community leaders or conservation and environmental groups that are interested in working with business and industry to benefit the environment. Ask for their feedback about the company’s practices as well as its proactive initiatives. Several organizations could potentially provide verification of or support for the company’s positive environmental activities and stewardship.
6. Engage employees
Once messages are developed, the first place to start communicating is internally with employees. The best environmental communications efforts focus strategies and programs on what employees care about, what they will support and what creates pride and loyalty. Top-down commitment and communication from the CEO will also bolster internal communications efforts. A side benefit: environmentally-conscious companies are more attractive to prospective employees and can use their eco-friendly approach to help recruit the best and brightest.
7. Develop messages to build credibility and create support
Sometimes environmental communications can seem too complex or irrelevant for consumers to care. Use these tips to develop engaging messages.
• State the facts plainly; explain the science, use precise language and avoid jargon.
• Don’t overstate the positives; don’t confuse doing “less bad” with doing good.
• Don’t just say what is being done, say why it matters
and be prepared to explain benefits.
• Use stories to illustrate impact on people, animals and the environment. Bring things to life so audiences will care.
8. Monitor, measure and modify
Being environmentally-conscious is a long-term proposition, and one which requires determination as well as a good dose of humility. No organization is expected to be green in every area of its operations, but companies are expected to start somewhere. A good place to begin is with an obvious strength; build upon that, report regularly, constantly evaluate and monitor feedback from stakeholders, and make adjustments when necessary. The important thing is to be in the game making meaningful contributions when possible.
9. Transparency.
Above all, remain committed to transparency about environmental activities and initiatives. Be willing to share what is working well, what still needs improvement and plans for making progress in the future. Such authentic communication shows the company is striving to be both relevant and responsive and will win support from a wide variety of stakeholders who choose to trust the company that isn’t afraid to shoot straight on all things green.
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