As a practitioner of green PR and marketing, I spend hours every week walking the fine line between sincere promotion of sustainable corporate ideals and the murky waters of corporate “greenwashing” – the general term to describe the practice of promoting disingenuous information to support the guise of an eco-friendly public image. Accordingly, being accused of greenwashing is a constant concern of mine, apparently for good reason.
In fact, a recent study found that 98 percent of products make claims that are greenwashed. While some may dismiss the label of “greenwashing” as a casualty of green PR and marketing, the damage caused to any organization found guilty of the practice can be severe. Consider just three of the six main greenwashing risks, as outlined by OgilvyEarth’s greenwashing guide:
Many organizations, no matter how sincere their reasons for taking on corporate sustainability, run the risk of greenwashing. But to avoid being crowned with this notorious title, be honest about your environmental efforts and communicate your plans for reaching sustainability goals. Celebrate your accomplishments, but don’t embellish them – consumers will see straight through the hype. Take immediate action if concerns arise about your sustainability practices, that way you won’t give anyone a reason to believe you have something to hide. Lastly, always maintain your relationships in the industry and with media – this will only help to fortify your reputation and give you credibility when and where you need it.
Click here to download OgilvyEarth’s From Greenwash To Great: A Guide To Great Green Marketing (without the Greenwash).
You have to give the Texans credit. They do some things incredibly well. Take economic development. Texas has the most Fortune 500 company headquarters in the United States (at 58 HQs). These guys and gals understand how to build financial structures that attract industry.
And now we see that those savvy Texans are making a land grab (photon grab) for solar manufacturing business in Texas. The state is expected to soon approve a $500M bill aimed at subsidizing small scale solar users.
Texas has executed so much better than some states (like mine, Colorado) at attracting headquarters and fostering development of market segment ecosystems that fuel the local business economy. If they crack the solar grail, I’ll have to say they’re brilliant. And I’m a New Englanda.
The business of solar is fascinating to me. How Germany has leveraged a feed-in tariff system to lead the world. And how, unlike the semi industry, solar manufacturing jobs are likely to be based where the projects are to be built and customer installed due to the sensitivities of glass and the cost of shipping it. So what does that mean? States need to get moving in their legislatures and get attracting those jobs, which means building the financing systems that will incubate the projects and ecosystems.
I’m told that citizens in Germany don’t scoff at the annual fee on their electric bill that underwrites their system as they see it as a direct investment towards clean energy and local clean tech jobs.
Could Texas be at the top of a future list of States With The Largest Share of the U.S. Renewable Energy Industry? They surely know how to attract businesses.
Crazy like foxes, they are.
Tech PR in 2009 and beyond.
A new year. A new American President. A bad recession. There are many reasons why I have been thinking about the future of Tech PR, not just through 2009 but beyond. What is the role PR agencies play in this new world? I am an optimist by nature, and cautious by experience.
What can we expect to see, in the short term and the long? Is PR going to suffer as an industry?
I see seven major trends:
1. Smart companies continue to invest in PR during recessions because this is the time to gain market share, differentiate yourself from your competition, build your brand and protect your reputation. I like the way Craig Barrett put it “You can’t save your way out of recession - you have to invest your way out.”
2. PR agencies who can provide a seamless, integrated approach to tech companies will survive better than tech specialists. This is the time where you need to provide your clients with counsel on different issues, so you need to have a team of people with different backgrounds that you can pull from. Corporate reputation, crisis and issue management, consumer marketing, public affairs, government, and vertical expertise…the list goes on. The agency who can deliver a seamless, holistic mix has a huge competitive advantage (and will prove most useful to clients.)
3. Tech companies need to learn how to better integrate PR and marketing. In a media world that is becoming more complex, fractured; where the difference between earned and paid media is blurry, companies that will develop a strategic, integrated marketing approach (we call it 360) will go beyond mere survival. It’s not about channels; it’s about how you engage with your stakeholders. The Obama campaign is an excellent example. Agencies that can deliver on that will hugely benefit from it (and so will their clients.)
4. Social media is not killing PR agencies; on the contrary. It’s giving us more opportunities. We all read posts about social media killing PR… well, anyone who thinks PR is just calling media doesn’t have a clue about what we actually do. As I mentioned above, the complexity of the environment is only adding square feet (and toys) to our already really fun sand box.
5. Chief Content Officer. Content creation is key. With the media shrinking (every day we hear of layoffs at very prestigious media outlets) creating your own content and distributing it through different channels is critical to the success of building a powerful brand. Is it time for a new position? Chief Content Officer, anyone?
6. The world is flat, yes. But it is also hot and crowded as Thomas Friedman pointed out. Two trends here. Global and Green. Let’s start with global. Clients need PR agencies to work with them on a global basis, but it’s not about “Think Globally, Act Locally” anymore. It’s about idea creation and sharing those ideas globally, efficiently. It’s about understanding the sensibilities of different markets and cultures.
7. Green. As I wrote in my post the opportunity for working with green tech companies is huge. But the skill set needs to go beyond pure tech PR. You need to combine b2b tech with experience in public affairs, energy, government relations and corporate reputation.
PR is here to stay. Paraphrasing Neil Young’s “My My, Hey Hey (Out Of The Blue)” song, PR can never die, there’s more to the picture.
my my, hey hey
rock and roll is here to stay
it’s better to burn out
than to fade away
my my, hey hey
hey hey, my my
rock and roll can never die
there’s more to the picture
than meets the eye
hey hey, my my
Here is to a new era of responsibility.
Enterprise technology PR professionals, stop your whining and start your engines. So you think the media and blogging worlds are only interested in your brand story if it is centered around a CE gadget running on 3G, delivering cloud applications and fueled by solar cells. Not so!
The b2b tech PR community breathed a palpable sigh of relief this morning (over coffee) in seeing William M. Bulkeley’s half page WSJ print (yes that medium) story on Cutting Tech’s Energy Bill; Computer Makers See Profits in Retooling Clients’ Data Centers.
Just what should we take from this? A perfect storm of questions more business journalists should be asking like:
a. Where is enterprise IT growth coming from? Data centers, Virtualization, Storage – you betcha, and more.
b. How is the corporate world impacted by energy costs and how will pain on the bottom line drive adoption of power-savings technologies?
c. Should more corporations be publicly reporting on their plans to curb electricity consumption?
Clearly, interest in speaking to ‘green for dollars-sake’ has not ebbed. As b2b tech PR professionals, it’s our job more than ever to think broadly about the constituencies who have an interest in these issues. Listen to them and engage with them as appropriate.
What do you see as the great untold b2b stories today? What companies are doing a good job in your view of making their enterprise technology stories relevant to broader social, environmental and economic trends? We want to hear from you!
Disclaimer: Ogilvy advertising works with IBM.
In the past few years I saw a lot of PR agencies launching a Clean Tech Practice. In the interest of full disclosure, I was very tempted to do the same. I am passionate about tech and a big fan of everything green (and I am not even Irish!)
It was during a conversation with a major clean tech company that I understood that Clean Tech is just a label, not where “clean” tech companies should play nor should position themselves. It’s about Energy, or better yet about Renewable Energies and how new technologies can find new solutions to old problems (urgently).
At that point a light bulb went on (and it was a fluorescent bulb!) — As Ogilvy PR, we have a lot of expertise in green IT (from data centers to semiconductors), and we do have a lot of expertise in traditional energy and renewable energies — so the easy part was to combine our existing strengths in both public affairs and technology PR. Et voila! Suddenly we had something the market was craving for. An agency with deep knowledge of who influences and decides public policy and how to reach them with politically effective communications, while offering a broader perspective into technology and business-to-business PR that looks beyond product public relations.
It’s not a new practice, it’s not a new group, it’s just the combination of expertise we already have within our firm. Now available to our clients. Don’t just call it Clean Tech.
As one who considers himself fairly well read on the subject of green, I was amazed as to how much more I learned from talking to people in the industry.
The event drew 60 professionals, all from different segments of the local renewable energy market in the Denver Metro area. And from the robust attendance and buzz in the room, it would appear that Denver is a hotbed for this industry and that there’s a lot of excitement about the emerging clean-tech boom.
I chatted with folks of some of the usual suspects in clean tech – wind power and solar PV manufacturers and installers like Clipper Wind and Namaste Solar but also learned about a new emerging part of the industry much lower down on the hype curve - algae biofuels.
While I certainly left the event much more informed about important industry legislation like the proposed Lieberman Warner Climate Security Act, I also couldn’t help but feel some déjà vu, like perhaps this could be the dot com boom all over again.
Much like during the dot com boom, there are countless small local players offering similar services. Will they all survive, consolidate or is there enough of a market to sustain all of them? And while my train of thought started to move down the path of – have I not seen this before, really, how many pet e-commerce sites do you need, it was suddenly brought back to positivity by a conversation I had with an exec from Vibrant Solar.
While some in the media are already saying that clean-tech is a boom ready to bust, the industry guys say this boom is just getting started – and it will go on indefinitely.
The chief reason – it’s all about the money. The fact is, a very small percentage of Americans will go green because it feels right. We live in a capitalist society where money talks above all else. And every day it makes more and more fiscal sense to purchase solar panels by tapping into the growing list of government rebates, to get rid of your SUV and bike to work and for the utilities to build or lease wind farms.
So although I left the event perhaps with some of the clean-tech kool-aid aftertaste, once it wore off, I still felt myself still thinking that this is just the beginning…
So I’d like to hear what you think, is clean-tech just a boom and a fad or do you think it’s hear to stay?
Sustainability and Corporate Responsibility