The Latest on “Green PR”
October 3, 2007
Joel Makower’s article on CNNMoney.com does an excellent job of laying out what’s been going on in this latest hotbed of PR activity. Now that it’s not only safe, but good business for agencies to be talking more about the environment, everyone’s jumping on the bandwagon. We hope it’s not just the cash or trendiness that’s motivating them, but maybe we care more about the “end” than the “means.” We already spoke with Fleishman about their plans.
Here are some tidbits from the article:
Everyone’s doing it
In just the past couple of weeks, two P.R. giants — Fleishman-Hillard and GolinHarris — have each announced “worldwide sustainability practices.” They follow on the heels of other large firms that have set up practices focusing on sustainability and corporate responsibility, including Edelman, GCI Group, Ogilvy, and Weber Shandwick. Most of the other biggies — including Burson-Marsteller, Hill & Knowlton, Ketchum, Manning Selvage & Lee, and Porter Novelli — also have focused their sights on the green business world.
A lot of people are still skeptical
Seven in ten (70%) Americans either “strongly” (12%) or “somewhat” agree (58%) that “when companies call a product ‘green’ (meaning better for the environment), it is usually just a marketing tactic.
The big question
Will you steer your clients beyond short-term media hits to create longer-term value by counseling them to aim high, to make bold, audacious commitments in order to stand out from the crowd? Or will you focus on short-term results, creating flash-in-the-pan media moments that celebrate incremental change in lieu of substantive environmental progress?
What’s your take? Have you been involved in any “green” campaigns lately? How have you built them into long term sustainability goals and not just short term marketing objectives?