If you’re running a business and you’re in the process of becoming more sustainable, don’t miss out on the gigantic opportunity for some great PR. Whether you’ve hired a PR strategist or you’re doing it on your own, there are some tried and true techniques for getting the word out about your new mission. This article offers some effective tips for taking the news public.
1. Get connected
It’s vitally important for a successful PR campaign that you’re connected to the right people. Sustainability is a buzzword in any industry now and it can be tough to make your voice heard. Installing a solar panel system is all well and good, but how can you rise above the competition and set your brand apart? One of the easiest ways is to know who in your industry is a voice for sustainability, and is actively speaking about it. You’ll want to look everywhere, from social media to government, for these respected and heard voices.
You might offer your own support on their future campaigns in return for theirs, or offer partnerships to influencers looking to expand their portfolio. But it’s vital to avoid cold-calling everyone on your list as soon as your campaign begins. Make friends, get connected, and earn yourself a good reputation in the sustainable community.
2. Be honest
The world of sustainable business is one full of passionate business owners who are willing to make sacrifices for the betterment of the planet and their fellow man. These passionate individuals can tell when someone is in it for the PR alone, and will be reluctant to work with someone who lacks their purity of intention. It’s important to be honest with yourself, and others, about why you went sustainable in the first place.
If you’re not truly passionate about the project, take time to learn more and become truly enthusiastic about the endeavor. Your sincerity will shine through during the PR campaign, and will make others more likely to trust you with their time and contact information. Plus, you’ll be more likely to have a holistic approach to turning your business sustainable, and will be seen to “walk the walk,” rather than making only a few token changes for the appearance of sustainability.
3. Seek experience
While your research into sustainable business may have taught you a thing or two, it’s unlikely you’re an expert on climate change or sustainable living. In order to earn some credibility, it’s important to turn to the experts before you start your campaign to advise you on navigating climate policies and to maximize the impact your changes bring about.
You may also require experts in your industry, perhaps market researchers, who know your consumers and are able to offer your new sustainable options in an appealing way. Plus, there are ever-changing trends within the world of sustainability that it will pay to be aware of. Consider setting up a team for this exact purpose as you begin your campaign, and make sure you’re listening to their advice moving forward.
4. Remember the big picture
While your business is most likely your greatest concern, it’s important to maintain perspective on why you’re attempting this change to begin with. Throughout the PR campaign, keep the focus on the world as a whole. Connect your message to larger issues and global events, rather than keeping the focus on your products and services. This will help you to tell an effective and moving story to your audience, and will make others looking at your business from the outside more likely to respect the changes you’ve made.
Sustainability should never be looked at as a trend, but rather an irreversible shift in the culture. By having the right strategies and perspectives under your belt, this new PR campaign will bring about a massive change for your business, both in reputation and in the culture of the business itself.
