HY-brid/

Recently I was meeting with a large corporation here in Milwaukee. In the course of discussing how HY-brid could help them take their environmental message to their numerous audiences, it became clear they have a bigger issue than just ensuring the message gets out.

Much like we have seen with other HY-brid clients, this organization has a large number of people in the field who at any time, could be thrust into the role of corporate environmental spokesperson. A scary thing to consider, especially in light of the fact this company has an international presence. As we talked, we fleshed out just how much of a problem not having a universal green message could be. We also discussed how, even if there were a universal message, it would be properly disseminated.

So how does an organization control its environmental message? How too does it ensure that message is laddering up to the overall corporate objectives and messaging? Not always easy, but it can be done. One environmental messaging platform is achievable, no matter the voice from which it comes.

Think about it this way- an internal communications/marketing team is like a sponge gathering up all information pertinent to a company’s environmental stance. As simple examples these might include process and product tidbits, sustainability reporting, community involvement projects, etc. Once gathered, it’s the role of that internal communications team (and their agency of course) to filter it and make it easy to understand based on the audience(s) to which it’s directed. At HY-brid we call this an EcoMap^sm. It’s a process we guide clients through and it results in that singular message, no matter who is in front of the camera- so to speak.

The EcoMap is just a start. Internal teams and the agencies they work with need to put the tactical elements that fall out of the mapping process into action. This can take weeks, months, and in the case of large businesses like the one I met with, it can sometimes take years. These elements are not simply speaking points but more so act as the mouthpiece of the organization and its environmental stance. Things like CSRs, web sites, and social marketing as examples help guide the company in the right green direction while those speaking (all of them) on its behalf put the green message to the masses.

Do you have your messages written and are your spokespersons all talking about it the same? These are questions you should be asking yourself and ones that we would like to help you answer and eventually communicate to your audiences. Questions on what your next steps are in navigating this issue? Let us know, it’s why we’re here.

Categories: Environmental Communications, Green, Green Communications, Marketing, Tim Wirtz, environmental marketing, green advertising, green at work, green marketing, green messaging, workplace energy efficiency