Many of the PilmerPR blog entries on GreenPR have made reference to the irresponsible practice of Greenwashing by some corporations. Regretfully, it isn’t only large companies and politicians who try to spin their dirty laundry to appear smashing white, while never using detergent.

A recent CNN article announced NASA’s transparency problems when it comes to Global Warming research. While the space agency’s policies have been “hailed for openness by the U.S. Government Accountability Office,” the news of NASA’s press office allegedly “mischaracterizing” the organization’s own global warming studies for political purposes is disturbing.

Transparency is about trust. If NASA, the U.S. government, or any company or individual wishes to earn our trust, there is no room for covering up information that could alter the important decisions facing us as a nation.

It’s time to do the right thing. It’s time for true Corporate Social Responsibility. It’s time for a return to true TRANSPARENCY.

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This week, PilmerPR’s public relations work for ElectraTherm was submitted for a possible award from a major PR association. We think our chances are good, but are humble enough to know that there is a lot of great PR work going on out there by our peers and competitors.  

We like our chances because PilmerPR has done a two year deep dive into the world of Green PR, Corporate Social Responsibility, Cleantech, and Environmental Sustainability. We know how to avoid greenwashing and have turned down offers to represent companies who appear to be more “show than go”, more marketing hype than Green. ElectraTherm is the real deal. Their award winning product converts waste heat from industrial sources into electricity without any other fuel and without any emissions. Cool! This is not some “Back to the Future” Flux Capacitor thing coming in fifty years. The ElectraTherm Green Machine is in commercial power production at SMU, home of one of countries leading Geothermal Labs in the U.S., and that’s not a coincidence. 

So far, and we’re just getting started, PilmerPR has garnered 26 feature articles and a feature on Free to Be Green on Dallas Channel 33 , reaching more than 36.8 million individuals, and accumulating approximately $1,127,700 in alternative advertising value. The SEO portion of our public relations plan yielded 10,000 website hits in a two week period. Here’s what the client says about our work: 

“ElectraTherm’s requirements for driving awareness about our new products to key publics have been exceeded by PilmerPR. The press relations campaign driven by PilmerPR around the launch of our new ElectraTherm Green Machine has brought new top tier investors and customers to our door. It has created a foundation for building major press momentum going forward. PilmerPR has assisted greatly in driving publicity that has moved the needle for our strategic objectives.” Bill Olson – Vice President, Business Development at ElectraTherm 

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PilmerPR is pleased to report today that two of our Utah clients, AdvancedMD and Seastone, have been named to the 2008 Inc. 5000 List of America’s Fastest-Growing Companies. Web-based Software Leader AdvancedMD Ranked No. 44 in the Top 100 Software Companies, while the Gift Card Packaging pioneers at Seastone Rank No. 11 Among Inc. Top 100 Consumer Products Companies in America. Working for years on customized publicity packages for these exceptional companies has been very fulfilling.  

Each of these companies exhibits qualities that ensure good public relations outcomes. They… 

…Listen to new ideas

…Recognize PR as a strategic tool

…Make consistent investment in public relations

…Display resiliency amid uncertainty

Of course another key is that they are the real deal, leaders in their fields of expertise. Whether in cleantech or gift card packaging, companies that succeed in PR are usually companies that lead the field. Congrats AdvancedMD and Seastone.

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Given my increasingly green position and public relations work for green companies, I was recently asked about my stance on offshore drilling for oil. Being a politically conservative voter, some of those sharing my views on economic growth and limited government are confused when I start talking about my passion for more sustainable living. So, here’s what I think. We should drill NOW! 

First, I believe the needs of people, planet, and profits are not mutually exclusive. Billions of dollars of investor money in cleantech and alternative energy support my position. We must be better stewards of earth’s resources. Our clients ElectraTherm and EComfort are good examples of this. Second, we can not lead the world in new solutions for a sustainable future if our economy grinds to a crawl, which it is currently threatening to do. Third, other countries are drilling very near the coastline of the U.S. They are happy to take it all if we don’t want it. Then, they will sell it back to us. Fourth, drilling technology and safety has advanced greatly over the past quarter century. I am satisfied the risk to the environment is offset by these safety advances and the country’s security needs. 

Fact, for now oil fuels the engine of capitalism. If you don’t believe in capitalism you should probably move to a more socialistic country where you will be happier. Fact, foreign oil dependency is a security and economic threat to the U.S. on a massive scale. A huge amount of our oil supply comes from countries unfriendly to the U.S.  

On August 12^th, Doug Wright, KSL radio talk show host spoke about the urgent need for solutions to our current energy problems. Specifically, he addressed the negative ripple effect of out-of-control fuel prices.  Referring to our economic dependence on oil, he shared the thought, “If we’re going broke, nothing else matters.” In other words, no matter what our good intentions are for the environment or sustainability, we can only lead in clean energy or other sustainable improvements if our economy survives and thrives. I agree.  

Now, with that said, let me say that the current oil crisis is a good wake up call for all of us. Government should provide an environment where entrepreneurial solutions to the world’s environmental solutions can thrive. Government does not invent great stuff to make life better and government won’t “fix” the energy problem. Creative, risk tolerant inventors and investors will provide the solutions. Government should clear the road ahead for these individuals to make it happen.

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This past week I came to Hawaii to do PR support for Certiport PATHWAYS conference. I’ve hung around for a week since then to enjoy this tropical paradise, first on the Big Island, then Oahu. We’ve done the expected tourist stuff here including a solemn visit to Pearl Harbor, hiking to Diamond Head, and a visit to the world famous Polynesian Cultural Center.  But, we’ve found our way to some great Eco-Tourism spots and caught a glimpse of what at least one state is doing to improve our treatment of the environment, for ourselves and for our children.

We took a bumpy ride to the mountains on the northeast corner of Hawaii (the Big Island) for a hike into the jungle. We say nine waterfalls and ate guava right off the tree. The great thing about the tour was the effort exerted to protect the ecosystem and to adhere to requirements for low environmental impact during the hike. The result was a terrific immersion into this tropical paradise than generations in the future can also expect to enjoy. I’ve captured to feel for the hike in this short video.

Hanauma Bay on Oahu is another place where this state is working hard to preserve the environment despite one million visitors per year. While the coral reef is challenged, as are most reefs globally, education before entering the nature preserve teaches all one million visitors per year to take responsibility for protecting the environment.

 I had previously read that Hawaii produces 25 percent of its electricity from geothermal sources. Today, I read in the Honolulu Star that the Geothermal Energy Association reports 103 geothermal power projects now in development in 13 U.S. states. Once online these will produce 4,000 megawatts of power, enough to power 4 million homes. Hawaii already has 35 megawatts of geothermal electrical capacity online. Go Hawaii!!!

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Last week I flew to the Big Island of Hawaii to do public relations support for Certiport PATHWAYS conference.  Certiport is a global company certifying digital literacy skills and computer desktop proficiency in more that 120 countries. The annual PATHWAYS event attracted more than 200 dignitaries from media, education, government, and the private sector from every continent. 44 students competed here in the Finals for the Worldwide Competition on Microsoft Office, sponsored by Certiport. Thailand came away the winners in both Excel and Word categories. Germany won the IC3 World Cup for digital literacy. Peru garnered the Inspriation Award for Digital Literacy.

The great thing about this event is the phenomenal focus on advancing digital literacy around the globe. Why digital literacy? Most jobs worth having require computer and Internet skills. Previously marginalized countries are finding a level field with much larger competing countries by helping their populations get skilled up. Nations no longer compete just within their own boundaries. It’s a global market place. And, digitally literate populations will garner the best jobs and life opportunities.  Certiport PATHWAYS is helping advance and distinguish countries, one person at a time.

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Utah real estate developers are pressing hard to build a bridge over Utah Lake. The environmental public relations whiplash from this proposed plan is just starting. I wrote the following letter to the editor of the Daily Herald in response to a biased article supporting bridge building. I still need more information to form a firm opinion, but we should take the environmental impact into account on this one.

Recently, I stood at the summit of Mt Baldy above Lindon/Pleasant Grove west of Mount Timpanogos – a beautiful view of Utah Lake without a bridge in sight. This view does rival Lake Tahoe from that vantage point counter to the premise of your article. The man-made problems resulting from non-native carp introduction in Utah Lake is no basis for further poor planning. The history of Utah Lake is full of mis-steps and pollution for which most of us wish we could have a ‘do-over’. We must grow as an economy but plan carefully – just like Tahoe in your article. Consider a scenic highway just north of Utah Lake. An aerial view shows few houses. Run the numbers and see if the cost would be less than a bridge. The environmental cost may also be lower.

North Utah Lake street map

North Utah Lake aerial view

This issues around the bridge/causeway over Utah Lake are economic. asthetic and environmental. The environmental concerns are valid if you take the Great Salt Lake causeway as a case study. Utah Valley is ranked by many experts as one of the best places to live and work. Our valley have good PR. Let’s keep it that way by improving our track record on protecting our pristine environment. We must pay attention to more than just economic expansion. Look at the triple bottom line: people, planet, and profit. We can make these work in harmony.

Great Salt Lake Shorelands Preserve

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It is my privilege to volunteer as Public Relations Chair for UVEF. Today, at an awards luncheon attended by more than 150 business leaders, government representatives, investors and entrepreneurs, the Utah Valley Entrepreneurial Forum (UVEF) announced winners of its 2008 “Top 25 Under Five” Award. This award spotlights outstanding Utah entrepreneurs from across the state.

Nutritional supplements and cosmetics provider Agel Enterprises (www.agel.com) was recognized as the number one performer among Top 25 nominees.  The winners this year represent a combined contribution of more then 900 jobs and $225 million in revenue to the state. No wonder our state is doing well!

Check out this Webcast for UVEF Chair Shauna Theobald’s take on how UVEF and Utah entrepreneurs contribute to Utah’s thriving business climate. Ranked #3 nationally for job growth, the state is breathing rarified air among other struggling state economies.

Utah Valley was recently ranked in the “10 Best Cities to Live, Work, Play” according to Kiplinger Personal Finance Magazine.  Here’s a list of other accolades garnered in Utah Valley that contribute to a great business climate:  

• Most growth potential in key markets over the next decade - Sales & Marketing Management

• America’s most livable community - Money Magazine

• No. 1 community in its population group for high-growth companies - National Commission on Entrepreneurship

• One of the nation’s best areas for job growth - Forbes

• One of the top 20 best places to live and work - Employment Review Magazine (May 2000)

• No. 1 “Entrepreneurial Hot Spot” in the nation for the next 20 years - Cognetics

• 12th best place in America to raise a family - Reader’s Digest

• Fourth fastest-growing economy in the nation - U.S. Conference of Mayors

Source: www.cedo.org

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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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