The press is now asking questions regarding the energy debt amassed in the creation of cleantech products. Energy consumption during silicon manufacture has brought this issue to the fore as experts recognize the large energy debt created by the manufacturing process for current solar photovoltaic panels. As a result, other “green” power technologies have been asked to account for the power consumed in the manufacture, shipping, and installation of products.  

This brings us also to the growing expectation in the public for Corporate Social Responsibility (CSR). Green is a subset of CSR. As one green energy client points out, there should be compelling energy savings and other business reasons for producing a cleantech product long before it is viewed as a Green solution. And, while there is ample hypocrisy among editors, companies, and politicians claiming to be Green, the fact is there will be escalating expectations among investors, customers, partners, the press, politicians, and consumers for companies to “do the right thing” in a larger sense of the word.  

Therefore, PilmerPR recommends that consideration be paid to CSR issues in small companies as if the company were a much larger publicly held corporation with the CSR spotlight on it – as it soon will be as you gain notoriety.  

One of the truly greenest companies I know of, New Seasons Market grocery chain in Portland, shares the thought, “It’s hard to be truly green, but we are getting better.” The idea is we aren’t perfect, but we are working on it in a measurable way. 

Areas to consider regarding your company’s state of Green, among others: 

• What’s not Green right now (and can be improved on) about your company, its officers, and employees? 
• Are employees encouraged to conserve energy or resources by recycling, riding the bus, using compact fluorescent light bulbs, xerascaping, etc.? 
• What does the company do (or can do) to save energy in manufacturing or office facilities?  
• Are there recycled materials, well managed sources for wood, or other processes like water recycling or conservation that can be improved upon? 
• Do company vehicles run on alternative fuel or use hybrid technology? 
• How will manufacturing partners or facilities be required to account for environmentally sustainable practices?  
• What is the company doing to give back to the community what it has learned about being Green?

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Reading an article on Wal-Mart’s “sustainability” progress report reminded me of the concerns some companies have expressed about claiming to be Green “to early”. While I’m a huge proponent of avoiding the perception of greenwashing, the Wal-Mart approach makes sense for Green PR. Announce sustainable Green objectives, and then announce measurable organizational progress against the objectives. This builds credibility and goodwill, while appropriately publicizing your efforts in sustainability. Remember to invest more in actually “being” Green than in marketing Green. You may want to consult a professional communicator to achieve the right balance between “talking” and “doing” sustainability. 

In recent discussions with a terrific Green leader, Portland based New Seasons Market, Marketing Director Helen Neville spoke about the fact that its “hard to be Green”, I mean really Green. Helen’s point reiterated by others is that we are all implementing sustainability on a “learn as you go” basis. People will make allowance for imperfection as long as progress is being made. Imperfection in Green is not by itself a reason not to publicize legitimate efforts, but actions speak loudly.

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Back in November 1970, Oregon’s Highway Division tried to dispose of a 45-foot-long whale carcass by blowing it up using a half-ton of dynamite. Since all area beaches are under the jurisdiction of the state Parks and Recreation Department, responsibility for disposing of the carcass fell upon the Oregon Department of Transportation. Needless to say, the plan went amiss when pieces went soaring through the air toward curious onlookers and created one of the most memorable stories ever reported in area newspapers, radio and television.

Although this would be one incident ODOT would love to have put behind them, the more than 30-year-old story was recently brought back into existence by video of the event flung into cyberspace and appearing on subscriber electronic bulletin boards nationwide. The quick dissemination of information over the Internet triggered an influx of calls to ODOT’s public affairs department from curious reporters in Oregon, San Francisco, Washington D.C. and even from The Wall Street Journal. It was amazing that people were calling about a story that was nearly a half century old.

It’s a challenging juxtaposition for any company to take on, trying to effectively communicate what they do and not just what they say. With the globalization of the Internet and the growing domination of online news over print and broadcast media, these new forms of content delivery are driving infinite possibilities of how public relations professionals can deliver messaging to specific audiences.

We all need to keep in mind that over 57% of Internet users report they watch video online and share what they find with others. Considering that these are not only direct customers and prospects, but also journalists, it is now our job as professionals to stay ahead of these technological innovations by combining social media and public relations. It’s time to join with peers from all age groups in order to improve our communications strategies for tackling these issues and become proactive, rather than reactive to the changes brought about by advances in 21^st Century technology.

Looking back years later, Oregon’s “exploding whale” story is now the #5 web video of all time with over 350 million views. Paul Linnman, the 1970’s feature reporter noted, “It might be concluded that should a whale ever be washed ashore in Lane County again, those in charge will not only remember what to do, they’ll certainly remember what not to do.”

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When PilmerPR has the chance to represent a truly great Green company, the feeling is terrific. Green PR is a passion for us and helping start a revolution in recovered energy power generation is a lot of fun.  ElectraTherm is a startup with huge potential. Today, they are making the following announcement:  

ElectraTherm, Inc. (www.electratherm.com) today announced the successful installation of its first commercial waste heat generator. The ElectraTherm Green Machine makes electricity from residual industrial heat that has, until now, gone to waste.    Using patented heat and pressure recovery technology, ElectraTherm employs minimal heat (200 degrees F liquid) to generate fuel-free, emissions-free electricity at a very low cost: three to four cents per kW/hr during payback period, under a penny/kW hour thereafter.  Testing of the 50kW ElectraTherm Green Machine, installed at Southern Methodist University in Dallas, Texas, by Gulf Coast Green Energy and ElectraTherm has exceeded expectations, reaching output well beyond its 50kW rating. 

The U.S. Department of Energy reports that the available seven quadrillion Btu of waste heat sources exceeds the current production of all other U.S. renewable power sources combined. This includes hydroelectric, wood, biofuels, geothermal, wind, and solar photovoltaic. With a  subsidy-free payback period of  three  years or less, the implications on the world stage of a modular, scalable (50-500kW output) unit making electricity from unused, accessible heat are huge.

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In past entries we have spoken of “real deal” Green PR vs. Greenwashing. Our research presented to public relations professionals on the subject shows a 400 percent increase in press stories around green and social responsibility in the past three years.  This trend will continue to grow.

An example of this type of story follows in this request to PilmerPR for a CSR oriented company: 

“Corporate Social Responsibility – XYZ magazine is looking to speak to corporations that have recently instituted a CSR program and is willing to speak about the reasons for doing so and give full details of the program, including how the company is engaging its employee base to get involved.” 

When considering future public relations strategies, corporate leaders will do well to “seize the day” with real deal sustainable processes and strategies. The press wants to cover the good news, and they will spotlight negligence for companies treating these areas lightly.  

CSR strategies should be articulated on the company website and appropriate press outreach with successes has the potential for depositing serious goodwill into the goodwill piggy bank against which to draw when public perception may turn negative.

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Staying on message is a key skill for effective public relations. When speaking to the media, corporate spokespersons should have clear, concise messages (no more than 3-5) that are repeated throughout the interview. Restating the messages increases the chance they will end up in print and not on the cutting room floor.  

Here’s a good example from one of my former Novell executive clients, now heading up Canopy Ventures. This appeared in the Provo Daily Herald.

   “We’ll be investing between $1 million and $5 million per company to help them get their product to market, improve channels of distribution, and reach global markets,” Heinz said. “There are three factors we look at before investing — people, technology and marketplace. Do the prospective companies have a successful track record? Is the technology disruptive? Does it cause changes in buying behavior or ways of doing things? What is the anticipated size of the market? Does the technology have the opportunity to dramatically grow and will the market support that growth?”   

You can bet your bottom dollar that Ron did not wing this interview. Having worked with him while in PR at Novell, I know he prepares well so that statements like this come across as genuine and smooth as glass. Thanks for the example of good spokesperson training, Ron.

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Many of my best life lessons have come from watching children. However, I was a bit surprised to open YouTube to find one of the most compelling environmental speeches of our day was given by a 13 year old. Watch for these 4 B’s in this young spokesperson prodigy.  

Be genuine

Be brief

Be factual

Be bold  

As public relations spokespersons these skills bring life to the message and motivate action.

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We just returned from a great PRSA Public Relations Conference in Portland, Oregon. We’ll be rolling out some PR strategies and tips over the coming weeks from that conference in the areas of Green PR, SEM / SEO (Search Engine Marketing & Search Engine Optimization), as well as Generational Marketing. Coming from the explosion of green and floral display of Spring in Oregon, I was encouraged to read that eight western states are now allied against the importation of 20,000 tons of nuclear waste from Italy to Utah. Why was I encouraged? Because I live in Utah and want it to step up as an environmental leader, not another greenwashing contestant.  

Utah’s public and indeed, world image will be greatly influenced in coming years by current battles being waged over Energy Solutions importation of foreign nuclear waste, as well as declining air quality (Salt Lake & Logan now in top 10 worst air quality by the American Lung Association). Governor Huntsman, Larry Miller (owner of Energy Solutions Arena and top seller of polluting automobiles in the state), along with mayors Utah Valley, where only a small fraction of citizens even recycle, should be fully awake now to the Public Relations and Tourism risk/opportunity associated with environmental protection in Utah.  

Lehi and West Valley City now require recycling.  I’m hopeful others are now listening?

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My son suggested that I should avoid an Earth Day blog entry about “Green” since “da man” would expect me to do it that day. His point being that too much of Green is feigned and we should be environmentally sustainable and exhibit corporate social responsibility 365 days a year.  With that said, the week of Earth Day I attended a great conference at the Sutherland Institute that helped evolve my understanding of corporate social responsibility. We talked about the unintended consequences of some behavior that is touted as Green, when in fact the end result has been negative.  

My favorite example: On December 18^th of 2007, the Associated Press reported “Midwest corn boom expands ‘dead zone’ in Gulf of Mexico.” The same day I read of legislation requiring “six-fold increase of ethanol by 2022.” Of course the volume from the first article was drowned out by the Green PR frenzy around the second. Since then, we have seen more negative impacts from the ethanol craze under the umbrella of “freedom from foreign oil” and the “green” thing to do. Among these is the rapid rise in the price of corn we eat, export, and the livestock that eat it. While there is growing concern about rising meat and other grocery costs, the slowing of corn exports for food is also having significant negative repercussions for underserved populations around the world. The news reports dozens of countries where the impoverished are protesting the life threatening rise in food prices.  

So the question of the day: Green at what cost?

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Public Affairs staff for the Church of Jesus Christ of Latter-day Saints, nicknamed “Mormons” or “LDS Church”, continue to work hard to correct confusion in the media. Even top tier publications are mixing up the fourth largest church in the U.S. with the Texas based FLDS polygamous sect, which is in the news recently regarding serious charges of child abuse.  

Since I’ve been a practicing member of the Church of Jesus Christ of Latter-day Saints for almost 30 years, and as a public relations professional by trade, I would like to see the media and public do their homework, before linking a very negative news story about an obscure Texas religious sect with the global Church of 13 million members. In direct contrast with the sad events unraveling in Texas, the Mormon Church has a reputation for abiding by the laws of the land in more than 100 countries in which the Church serves. In a global outreach to build bridges of understanding, millions of non-Mormons have directly benefited from the humanitarian efforts of the Church.  

The “Mormon” church and its membership have a rich heritage of respecting people of all faiths and I look forward to a world that does the same.

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