By Tyra Haag
As the late Michael Jackson instructed us to “Heal the world—make it a better place,” he may not have realized how complicated that task could be—for consumers and businesses alike.
With jargon like greening, energy efficiency, energy conservation, eco-friendly, sustainable, carbon-footprint and greenwashing (just to name a few), it’s no wonder most folks aren’t sure where to start when it comes to saving Mother Earth.
With the 40th anniversary of Earth Day on April 22, every social media site and Internet browser was chock-full of articles related to these very topics.
Some of the most intriguing articles I read included: “What Companies Need to Know Before Launching a Green PR Campaign,” “The History of Earth Day Plus How You Can Get Involved” and “Public Relations and Green.”
As is sometimes the case with annual events, monthly holidays or days of the year devoted to anything under the sun, core messages can get lost in the mix.
Consulting clients on how to keep their messages clear and their business objectives transparent, including sustainability efforts, are just some of the ways public relations practitioners guide their clients on how to be visibly and honestly impactful—not just in the interim, but for a long time to come.
Of course, Kermit the frog said it best when he sang, “It’s not easy being green.” But then again, everyone must start somewhere—professionally and personally.
To read more “In the Profession” blogs posts regarding environmental fodder, check out: Mary Beth West’s discussion on the “PR Impact of Externalities,” – whether environmental or not, and how the voice of public relations can enable organizations to balance their business objectives with serving the public good.
Similarly, last December I wrote about how corporate social responsibility makes a difference and included thoughts from Scripps Networks President John Lansing during a recent PRSA meeting. His message still rings true today—keeping the community around you healthy is the true return on investment.
Until then, here’s to wading through the green waters of environmental responsibility.
