Sustainability PR Tips
Saturday, April 22 is Earth Day, so naturally sustainability and the environment are at the forefront of media stories and communications strategies this week. This is a hot topic, and it will only become more so as the drive to hit net zero grows more critical.
With all the buzz happening, you might be wondering how to communicate your small businesses’ sustainable action. We’ve got you covered with the best practices as well as major missteps to avoid when incorporating sustainability into your PR.
Get strategic
Before you start conveying your news, make sure you have a rock solid strategy. Is your approach attainable? Consider the opportunities, pitfalls and challenges, and develop speaking points for corresponding questions that could arise…especially those difficult ones.
Be authentic
One size doesn’t fit all in communications or sustainability. While one approach might work for some brands, a different one might be better suited for you. Focus on what you can do well. If your commitments are authentic, realistic and true to your brand, it will resonate more with your audience. Plus, it’ll be much easier to talk about.
Don’t greenwash
Greenwashing has become a trend -- in a really bad way. Some businesses have been making splashy announcements (via junkets, press releases and interviews) about their net zero and sustainability commitments but they’re failing to back them up with tangible action. While this might have slid by in the past, businesses are now being called out for failing to practice what they preach. And the UN is calling on governments to create regulations around accountability, clear standards and credible reporting.
What does all this mean for small businesses? People are paying closer attention to sustainable pledges made by businesses, big and small. Don’t get caught exaggerating, it’ll likely backfire. If you make a commitment, be sure to back it up with action and demonstrate results in a transparent manner. You’ll build greater trust with your customers and attract new ones too!
Plan your approach
How do you communicate your sustainability? Well, that all depends on what your news is. If it’s a first step or smaller commitment, featuring it on your website, a blog post or on social media might be the way to go. Then, start including it as a talking point in interviews about your business.
If you have big news – like a radical shift, a major commitment or something that could change your industry – a bigger campaign could be warranted. A press release and targeted media pitches might help drive greater awareness. Depending on your budget, you may even want to consider an event or PR stunt. This might also be the time to enlist help to ensure your communications strategy has maximum impact.
Find the right target
The great news is, the environment is a hot topic so there are a lot of reporters covering this beat. Plus, there are many publications that focus solely on green news. But, with so many reporters out there, it’s important to make sure you target the right ones. Pay attention to the focus of their stories. While on the surface an environment reporter at CBC may seem like a great fit, if their focus is specific to news in the energy sector, a pitch about your small business won’t move the needle. Think outside the climate beat too. For example, is there a local business reporter who has covered small businesses and environmental news? If you’re in the tech industry, you’ll also want to look for reporters who have covered green news within your sector. Same with beauty, real estate, etc.
There’s a lot to consider when including sustainability into your PR, but being bold, authentic and actionable is the best way to drive a positive result. If you can’t commit to a plan, set targets and share results, it’s better to wait until you can.