Pitfalls of Green Media
Almost everyone wants to be green. You can’t open a magazine, scan a website or read a newspaper without hearing about a company’s transformation into eco friendliness. Then there are dozens of environmentally themed television shows not to mention networks. Helping Mother Earth is a great thing and becoming the proponent of all things green may help your bottom line as well. Could there possibly be a downside? The answer is yes.
The first thing many people gripe about when going green is the expense. That is until most figure out that the conversion will save money in the long run and is a smart move on many levels. The second item in the downside category is the overuse of PR regarding your company’s miraculous epiphany regarding the environment – especially if it’s not true.
As distasteful as it may seem, there are companies out there that choose to promote themselves as green even though it may not be entirely true. There are no hard and fast rules about one’s level of “greenness” but common sense should prevail. For example, if your company uses twelve different toxic chemicals in its manufacturing process but uses recycled toilet paper, chances are that you’re not going to be considered to be green.
I know what you’re thinking. PR is all about spin and image. So what if your company isn’t as green as the organic grocer down the street? Who cares? The answer is nearly everybody. When a company makes false claims, it insults the intelligence of its staff, customers, and the public at large. It also undermines the company’s level of integrity and will create an aura of distrust. Is it really worth alienating your target audience just to get a little extra press?
You may be convinced that no one will find out that the company doesn’t recycle or properly dispose of its electronic devices. I hate to be the one to break it to you but you’re dead wrong. People, by and large, are a curious lot. Whether you realize it or not, there is most likely someone – or many someones – watching your company’s activities. It’s not necessarily Big Brother but it could be a local eco journalist or advocate who has an issue with false claims. Such news travels at the speed of light through word of mouth, print media, radio, and a vast number of internet sites including watchdog groups and blogging venues.
Again, there goes your credibility.
There used to be a saying that if a company pleased a customer, the customer would tell a friend – one friend. If a company displeased a customer, said customer would tell ten friends. Today the ratio has changed quite dramatically. According to data included in a new book on the market, Satisfied Customers Tell Three Friends, Angry Customers Tell 3000.
Remember, if good PR is as important to the company as it should be, then it should be focused on positive attributes and events. It’s something to think about.
SSPR, 
green media, 
green business,
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