This morning Travis wrote about the green backlash and how we must tread carefully through it. Although PR and marketing pros need to be careful about how they market their clients, especially paying attention to credibility, not all green communications is bad these days.
According to Margo Mateas, the media relations maven, “green and eco-friendly stories will be important [in 2009], but only as they show others how to become more environmentally responsible – or demonstrate cutting-edge breakthroughs that will alter the way we do things on a grand scale.”
So it seems consumers don’t want stories that shove “green” in their faces. Unless your organization or client just invented the first car that runs on air, people are looking for practical, real-world solutions to reducing their carbon footprint and living a more sustainable lifestyle.
The Bulldog Reporter’s Daily ‘Dog ran a story late last year highlighting a recent campaign that followed these rules and “capitalized on true, effective green ethics.” It was an integrated campaign by The Rogers Group for Bosch:
“The campaign was a year-long effort that included aggressive media relations, partnerships and promotions—and signature events like the ‘100 Mile Menu,’ an organic, locally sourced meal prepared on Bosch’s latest cook-tops before the eyes of VIP New York media. The campaign garnered 125 million media impressions, including articles in The Wall Street Journal and Newsweek.”
This example proves that green products are still of interest to the media and consumers if positioned appropriately. As PR practitioners, we just need to work a little harder to highlight the stories that provide a benefit to the public.
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