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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This past weekend I was excited to support my son’s first go at the Salt Lake City Marathon. He was pleased with the outcome as part of his long term objective to run a full marathon later this year. To prepare, he sought advice from successful runners, invested in great shoes, and trained for months. The positive outcome was predictable and satisfying as you can see from the smile on his face.  

That same smile has appeared on the face of clients following PilmerPR counsel regarding “sustained” public relations strategies. While some new startups think to dominate their category with a single press announcement, clients like Certiport, Seastone, AdvancedMD among others have seen repeated excellent press coverage of their news due to long term commitment to turn of the PR volume. Whether working on Eco PR or SEO PR, the principle of Endurance is the same. 

Something to think about if you want your company to dominate.

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As a marketer and public relations professional over the past decade, I’ve watched the Internet play an increasing role in corporate marketing strategies. When the World Wide Web and HTML had its coming out party around 1994, I created my first web page and learned what the slow, dial up Web of the day couldn’t do. In contrast, Web 2.0 media have now increased the importance of integrating the Internet into all marketing and PR. Blogs are an excellent example of this.  

In our own business, a 2007 redesign and Search Engine Optimization (SEO) of the PilmerPR website has increased our monthly web traffic seven fold and increased the number of RFP’s coming to our door. The second most visited page on our website is our self hosted Blog. Although self hosting a Blog may not avail one of certain visibility advantages of other hosted sites, the SEO benefits of attaching your Blog to your company website increases Link Backs to the website, hence improving organic search engine rankings for your company.  

Of course the content must be compelling and helpful if you want return visitors.  Give me a call and I’ll share other ideas to make sure your Blog drives traffic to your website, including key word optimization. 

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Today it seems just about every company is trying to join the bandwagon of “earth-friendly” and “striving for a better world.”  Even utility and oil companies make these claims with elaborate Green PR campaigns.   While some of these companies are genuine, others are just offering consumers lip service as a marketing ploy.  We call that “greenwashing”- when a company overstates their commitment to the environment. 

Teague Bengtzen, President of Rocky Mountain Printing, recently gave an example of the difference between lip service and truly sustainable practices in Connect Magazine. 

“Several years ago, the big push in the printing business was recycled paper.  Recycling is great and needs to happen, but SFI and FSC certifications ensure that we’re planting more trees than we’re cutting down. We’re sustaining the environment, not just saying that we’re ‘environmentally friendly,’” Bengtzen says.   

PilmerPR research shows a threefold increase in green media coverage in the past few years.  As PR professionals, we are tasked with taking advantage of that trend, but we have to beware of greenwashing.

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As PR professionals, our ultimate goal is to get press coverage for our clients.  But not all press hits are created equally.  A truly successful PR campaign will result in a variety of hits in both small and large publications that cross all types of media.  The key is finding the most targeted publications, and then pitching the right editors.Depending on the company and their goals, the press list should have a minimum of three categories. 

• Vertical Trade Press
• Local Press
• Business Press

Remember, in each of these categories you should include social media, print and online publications, and broadcast media.  Then, once you’ve got a comprehensive press list to work from, you can pitch your client’s story.  For a more detailed look at building a comprehensive press list, click here to download more secrets to Building a Comprehensive Press List.

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Governments and companies are jostling for position in the areas of corporate social responsibility, clean energy, and green.  Visionary players rightfully recognize the urgent need to clean up the environment, reduce oil dependency, and create a sustainable future for the rising generation. Savvy investors are pouring billions into companies and states that are serious about eco-innovation. In their haste though we’ve seen greenwashing and unmet expectations as organizations and their spokespersons rush to the press conference without the long term commitment needed to finish what they start.  

Such was the case when the U.S. Department of Energy moved to abandon its much publicized experimental clean coal generation project — FutureGen — due to soaring cost projections. In this writer’s view, the people of Utah should be concerned if a similar lack of commitment follows Governor Huntsman’s highly publicized eco-accord with the Governator demonstrating Utah’s commitment to cleaner environmental standards. While the camera’s were flashing and the mic was turned on, the message was soothing to the souls of Utah residents tired of “haze” (air pollution) and “red burn days” caused by temperature inversions (air pollution caused by massive auto exhaust and coal burning power plants).  

However, if Utah’s Governor meant what he said to the western governors he will likely have to veto the weak legislation passing through the Utah legislature this week. Relegated to a page much further back than the original press event, this story indicates a weak un-mandated 2025 goal for energy producers in the state.  Can we really compare that to California’s specific and bold mandate for rolled back green house gases to 2000 levels by the year 2010?  

Why should Governor Huntsman and the people of Utah care? Cleaner air is needed today, not in 17 years – tourism and public health depends on it. Cleantech investors are placing billions of dollars behind initiatives that offer great environmental promise in states that remove obstacles for these new start ups to flourish – every state should covet cleantech investment. 

I repeat my question from previous blog entries: Will Utah lead or follow? Will Utah or any other state or company demonstrate environmental staying power or just publish press releases?

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