Being green is one of the biggest catch phrases seen in quite some time. While the concept is fairly straight forward – being as efficient and healthy for the environment as possible – the term is often abused and taken out of context by businesses who wish to cash in on what they view as a passing fad. Assuming a company truly is green, how does is go about being seen over and above the background noise of the fake green crowd? There is not a clear and simple answer, but a few basic approaches may prove beneficial.
The media is a vein in which the green concept is transported from producer to consumer. Any company that is serious about getting their green message out needs to tap directly into the media mainline. Often, efficient buildings are constructed which exhibit the cutting edge of renewable resources and energy efficient technology. When new smart phones are released, the media practically falls over themselves to cover the story. Why? Because it is sexy, cool, and hip. Ultra-modern buildings can be “cool” too and any business involved in their construction needs to court at least the local media. If the building is LEED certified, make a point of letting people know. There may not be a front page story, but any story is a plus and adds to the buzz. It is also important to remember that many stories carried by local papers are also published online. Once that happens, the story is no longer local and it is search-able by the major search engines.
Advertising takes many forms. From the most basic yard sign, yellow pages advertisement, or magazine advertisement, make your green status stand out. While this form of getting your message out is pretty old-school, it is still effective. On the newer side of things is “new media,” by way of the Internet. Chances are, any company involved with efficient energy usages, renewable building material, or high technology is going to have someone on their staff who can effectively communicate what the business is doing. Start a blog and write about the industry, your work, or the state of the technology. You will start generating Internet interest in your company. Look into social media to see if it can help you as well. Services like Twitter, Facebook, and Identi.ca can help garner publicity.
Good deeds are another way to get some attention your way. Could your company use a portion of its advertising budget to fund a local science contest for school children where they need to come up with environmentally friendly ideas? What about sponsoring or taking part in an environmental open house where you could set up a booth and give out good green advise – as well as your sales pamphlets? The idea is to be there when the “fakers” are not. As those types of competitors are only interested in utilizing the buzz word “green” as far as they can, their motives are less then pristine. Let the community see the content of your companies character and they will leave with a positive impression.
Radio is another means to reach out. While commercial radio can often be described as insipid at best, public radio has a big reach. Make someone from the company available to answer green questions or look into underwriting. Gifts to the station for their fund raising efforts are not only tax-deductible, they provide you with another avenue of advertising.
While there is no “correct” way to get publicity for your green business or service, there are different ways to approach the challenge. Just remember to be up front and avoid the use of jargon. Persistence will win out and the competitors will soon tire.
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