Ann Arbor, Michigan PR Firm &Business of PR &Clean Tech &Ecofriendly &Environment &Michigan Public Relations Firm &Technology PR Insights &Thinking Green 18 Nov 2008 04:09 pm

How is being environmentally conscious going to affect the high tech PR companies and their approach to media?

With the world of technology beginning to think “green,” high tech companies are finding ways to improve their products and promote them to the environmental friendly way of life.

Whether you are a PR firm in Ann Arbor or Michigan, when you are considering your market positioning strategy, one key opportunity today is using “green.”

What PR companies have to realize is that it is not enough to just write a media release saying how good the company is for the environment. It is more about putting words into action that people care about. These clean tech companies are going to have to create products that demonstrate what they advocate (less toxic items in their products, recyclable, etc). And wouldn’t a green-minded public relations strategy enhance the clean tech mindset? The options could include paperless media kits, flash drives, digital releases, media tours that promote both the company and green ideas, getting experts in the field to endorse what you are doing.

In reality, true green thinkers are more adept at picking out the falsehoods from what is fact. With PR, one of the main ideas should revolve around not doing publicity for the sake of publicity. It needs to mean something. Green thinking and clean technology is becoming a cause, like the fight against poverty, or the global food crisis, or even the fight against cancer. It is a hot topic issue among presidential debates or around the local watering hole. And high tech public relations companies need to understand that it is not just talking about the environment but acting upon it as well.

Yes there is a but. The biggest obstacle to promoting environmental organizations actions and services is the lack of creativity on our part. We need to understand that not every story is a “breakthrough” and find that angle that makes it relevant to the public.

Nevertheless, when doing PR for a company that either promotes green living or wants to sell itself as environmentally friendly, it the public relation company’s responsibility to make sure that the business in question carries those values into their own daily operations. Otherwise, it just becomes hypocritical publicity.

Christian

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