Don’t be green with embarrassment: tips for an earth- and media-friendly campaign

With sustainability a growing priority for humanity, companies everywhere are taking their own steps in the green direction.   And what’s more, the media hunger has never been stronger for eco-solutions increasing the opportunity to get your message out to open and well-informed ears.  This year, as we wind down from our Earth Day high, PR professionals would be wise to remember some key learnings from both the successes and failures of this season’s campaigns, and most importantly, this bit of advice:  think green every step of the way.   

Sea foam, forest and lime; know your shades of green – Many, though not all, consumer bloggers are new to the green space and are looking for simple ways to go green without sacrificing the things they like.  On the other hand, specialist green bloggers have been living green before green became the new black—and they really know their stuff.  They are willing to make a greener lifestyle a priority and expect a similar commitment from companies.   While you shouldn’t shy away if you have a solid product to show them, you should know your product thoroughly (including ingredients, packaging content, and degree of sustainability) so you can be sure you’re speaking the same green language before reaching out.

Don’t overstate or understate your intentions - More and more people appreciate a little leveling; if you’re taking your first step towards green, state that.  But don’t underestimate your steps either.  Many companies haven’t even started figuring out a strategy, so every little bit counts.  What will really be an asset is taking stock of where your green efforts are going.  A little step will mean even more if you can talk to sustainability as a core business direction of your company.

Wrap yourself in sustainability – Packaging might typically be a last minute consideration for your mailers, but if you’re promoting green products, it should be one of your first.  Marcal, an earth-friendly paper goods company, had to learn the hard way with their recent mailer blunder called out on the Bad Pitch Blog in which they sent an off-base pitch to an MTV music writer with not one but two cardboard boxes and a piece of a tree to communicate their message about saving trees .  The intentions were good, but the execution all wrong as they created the same unnecessary waste they were preaching against. 

(photo via foxtongue on flickr)

It’s a bird! It’s a plane! It’s a Mister Softee ice cream truck!? - When putting together an awareness stunt, think about your carbon footprint.  Sylvania’s recent Earth Day promo touting CFL eco-friendly light bulbs left some people wondering how driving a refrigerated ice cream truck around town really shows a commitment to the planet. 

Live green, drink green - Hosting an event with refreshments?  Perhaps it might be time to forgo the plastic water bottles and switch to a pitcher and glasses.  If you need to go the water bottle route, don’t buy foreign products like Fiji Water that leave a large carbon footprint on their way over to the U.S. from the beautiful Fiji islands. (A better investment would be to send yourself there instead!)  Think local!

Kill only virtual trees - Standard paper press materials might not be the way to go when a simple email will get the job done with less waste. 

While Earth Day is a great opportunity to communicate green efforts, if your message is not consistent through every detail you may wind up with a less than sunny post-Earth Day hangover, and some ticked-off media and consumers joining the cause…against you.