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Society has evolved so that companies can no longer get away with using sustainability as a buzzword. Stakeholders – from customers to shareholders – now often expect real results that are regularly communicated through social media, press releases, and even word of mouth.
Press releases in particular are a very effective way to communicate your sustainability goals and wins because they’re taken seriously, when written properly.
So here are 3 mistakes you want to avoid.
Pieces that are convoluted, vague, or meandering are more often than not seen to be for a lack of transparency and so you want to throw in some specific numbers and facts in your press releases. In fact, it’s a good idea to explain things like where you started, how you did the maths, and any bumps you hit along the way.
For example, instead of “We are eagerly committed to reducing our environmental impact,” try “In the past year, we slashed carbon emissions by 20%; and this by using sustainable specialty materials and always choosing smarter practices.”
Letting stakeholders know that you have nothing to hide is very often the right call and people nowadays especially expect the truth on sustainability efforts.
Having what you say match what you do is an ideal place to start. For example, if your product is eco-friendly, prove it with certifications and or independent checks.
For example, instead of “Our new product is eco-friendly,” try “Our new product passed recognized third-party tests and earned some green badges.”
Really, for sustainability to work, it’s all hands on deck. Getting your team, business partners, colleagues, and customers involved means not only that you’re in it together, but also that your press releases are more likely to be backed by real people.
It’s unfortunately easy to forget that such goals are ultimately for the good of people and keeping folks in the loop and working together is one of the best ways to turn something good into something great.
Share stories about teaming up with local groups or your employees doing cool green stuff. It shows you’re not just about profits; you’re about people too.
So instead of “Our company is strongly dedicated to all kinds of sustainability,” try “We’re not just saying we’re into sustainability; we’re taking action. Our crew holds regular town hall meetings with the neighborhood to trade ideas. Not only that, we regularly partner with local school children to plant trees as well as sponsor environmental groups created by loyal customers. We’re all about making sustainability a team effort, not just a company thing.”
Taking sustainability seriously is the way to go for any company hoping to be taken seriously in the current business climate and communicating this effectively is equally as important.
