Archive for the ‘Grammar of Green’ Category

Adding humor to Grammar of Green

by Nancy Rogers on June 25th, 2010

Earlier this month Green Unplugged in London attracted participants from the Green Communicators LinkedIn.com global community. For me, the value of humor over “thou shalt nots” to motivate and connect was reinforced as a conference take-away.

While serious subjects require serious attention, The Daily Show, The Colbert Report and more recently @BPGlobalPR demonstrate that humor is an effective communications tool for Grammar of Green.

Humor and passion for the environment seemed less siloed to the Commonwealth and European audience members. Maybe the lingering remnants of our Puritan heritage require that we separate doing good from having fun. I hope these examples provide examples for change in that regard.

Changing habbits. Habbits are humanoid forms with body parts distorted relative to the environmental impact of common activities. Each body part is assigned to one impact and are grown where an individual’s impact is higher. Habbits has been adopted by staff at the Greater London Authority and Canon Europe committed to reducing their personal carbon footprint. This program is delivered by London Leader Rob Holdway and Giraffe Innovation, in association with the London Sustainable Development Commission’s 2009 London Leaders. Holdway spoke at Green Unplugged. www.changinghabbits.co.uk

Green Thing. Supported by people from 205 countries, Green Thing is a public service using a squid-headed character to inspire greener lives, focusing on seven things you can do and enjoy doing. Green Thing co-founder Andy Hobsbawn also covered the Buy Nothing™ campaign. www.dothegreenthing.com/amazero

Wombats. This 2005 message from The Foundation for Global Community shared by Dave Hampton is short and memorable. It’s hard to ignore the dancing wombat’s case for avoiding doom by recognizing we are all connected on one planet. www.globalcommunity.org/flash/wombat.shtml

What are your effective Grammar of Green humor examples?

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Green social media panel in Atlanta

by Nancy Rogers on April 15th, 2010

On the Atlanta green calendar, a worthy entry was last night’s Social Media: Business Beyond the Buzz panel sponsored by Green Chamber of the South and SoutheastGreen.com. The presenters offered solid credentials with diverse experiences attuned to large and small business needs: Sean McCandless, Colfax; our own Nora DePalma, O’Reilly/DePalma and Green Earth PR Network; Gretchen Miller, Vitrue; Candace McCaffrey, Cookerly Public Relations; and moderator Beth Bond, Southeast Green. Here are summaries of select questions.

Is social media more popular in the green arena than in other sectors? In the building sector, DePalma noted that green references were more often retweeted including exchanges with green journalists to yield a broader conversation.

Since McCandless deals a lot with green regulation, he sees claims that amount to green washing among products that offer only slightly better performance. What he likes about social media from the green aspect, is the flow of information. If marketers are trying to hide, it is less likely to work since green promotes transparency. As an early adopter of social media with green clients, McCaffrey felt social media offered a good match for users with a higher level of passion.

Is it social media more important to establish transparency for established versus small businesses? McCandless offered that it was equally important to large and small organizations, although small business can reach scale faster on social media. Both DePalma and McCaffrey noted the need to put strategy and marketing behind the effort, stressing that social media is not free. It is a way to get your message out quickly. At the same time, McCaffrey emphasized that with a lot of clutter, a strategy was particularly important.

Miller works with large entities, balancing value and entertainment. Her firm had just announced some of the first useful metrics for social media. She predicts Facebook will be operating system of the future, advising that all business needs a local, scaleable viewpoint.

The conversation echoed themes that support our Grammar of Green whatever the channel—transparency, engagement, value, and strategy for clarity among the clutter. For more social media tips from the event, visit the O’Reilly/DePalma website here.


Posted in Grammar of Green, Social media
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A Picture is Worth a Thousand Words … but this one word says it all

by l.lilienthal on April 12th, 2010


When I was sorting my disposables during a recent visit to the David Brower Center in Berkeley, Ca., I stopped short. I was used to sorting paper and plastic, maybe even compost, but LANDFILL? That’s a choice I’ve never seen. In place of the word TRASH, some enterprising environmentalist decided to tell it like it is: If you put it here, it’s going to the LANDFILL, and it’s all on you.


Posted in Grammar of Green, Green Building, Green Policy
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by l.lilienthal on November 13th, 2009

I read on CNBC this morning that Twitter usage has declined for the second month in a row. The writer warned that we’d seen this kind of fall from peak before (WebVan, anyone?) and suggested valuation in a post dot com world is iffy at best. But here’s the paragraph that stopped me in my tracks:

“Twitter runs the risk of devolving into another marketing tool by companies looking for what might seem like a cool way to speak to customers. But if that’s all it is, I’m not sure how many customers will be left to hear the message. And where’s the beef? Where’s this company’s revenue-generation strategy, or Heaven forbid, profits?”

Hmmm. Twitter runs the risk of devolving into another marketing tool? You mean that’s not what it is? Because that’s what I’ve been telling my clients — and myself — for a while now. That Twitter is simply an amplifier for a message, not a replacement for a strategy. That Twitter is just one way to engage — to converse. And besides, since when was a worthwhile conversation worth limiting to 140-character sound bytes?

So what is a green communicator to do? I’m working on a list of ‘rules to live by’ and I’d love your contributions. My counsel currently looks something like this:

1. Traditional strategy — and all that entails (defining goals, audiences, message points, competitive analysis etc) still rules.

2. Authenticity is paramount. At a time when greenwash abounds, those with a credible and legitimate message will prevail precisely because ‘new media’ has a built-in BS detector with lightening fast repercussions. This Business Week story is a couple of years old but remains a relevant cautionary tale.

3. Social media tools like Facebook and Twitter are amplifiers for a strategy (see number 1) not a be-all, end-all. And they probably don’t work if you have limited technology resources, a one-dimensional message or lack the time and energy to develop a personality for your brand that works in the sound byte world. On the other hand, if your market skews young and your brand is consumer-focused, it may be worth the time and resources to create an maintain a presence.

4. Remember that social media is about having a conversation. Maybe you don’t need your own blog or FB page to engage. Maybe a better strategy is to monitor and participate in dialogue that is already out there, building credibility through your point of view rather than your pulpit.

How does your counsel compare to mine? Remember, it’s a conversation!

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PRSA San Diego

by Nancy Rogers on November 7th, 2009

San Diego is host to the Public Relations Society of America (PRSA) 2009 International Conference. As a member of the Environmental Section Executive Committee, I look forward to meeting current members and gathering ideas to make it more relevant to more people. After all, who is not communicating about green topics?

 

“Green” now encompasses business practices and operations, product impacts, community service and employee well-being for starters. If you are attending the conference, please take note of these Environmental Section activities below. If not, consider joining to expand your green communication skills and network. Transparency and clarity should be basics in establishing a clear voice for green.

 

*Sections Lounge Schedule:

Sunday, November 8: 2-5:30 pm

Monday, November 9: 9-11:30 am and 2-5 pm

Tuesday, November 10: 9:30 am-1 pm

 

*Environmental Section lunch, Asti Ristorante, Monday, November 9, 11:45 am-1:45 pm

 

*Professional development workshop, Creating a Clear Voice for Green Communications,

Judith Webb, APR – Green Earth PR Network

Monday, November 9, 3:45-5 pm

 

* All Section Soiree, Monday, November 9, 5:30-6:30 pm

 


Posted in Grammar of Green, Green Business
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The Grammar of Green in Remodeling – May 2009

by Nora DePalma on May 18th, 2009

Remodeling – May 2009 [74].

Green Earth founder Nancy Rogers is featured in a Remodeling magazine article with tips for marketers on mastering the four most important elements in the Grammar of Green.


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Older than Earth Day

by Nancy Rogers on April 20th, 2009

Being older than Earth Day, I truly appreciate this global celebration as a planetary new year.  Although not part of my school curriculum, stewardship was an integral part of my daily life. Growing up we exchanged produce and plants from various networks—citrus and caladiums from aunts in Florida; peaches, melons, beans, tomatoes, squash and corn when in season on family farms; fish from local ponds; beef and pork raised by an uncle. With this background of weeding, picking, and preserving, I am perplexed about the “discovery” of gardening.

Today, much of my reading and all my work centers on sustainability, so I’m surprised when a dinner companion asks if I think business has any interest in “all this green stuff.” Equally disturbing reminders are claims of being greenest in the world that echo across social networks. Fortunately these boasts do not go unchallenged, the Grammar of Green monitors are at work detecting greenwashing.

Earth Day offers an annual benchmark to reflect on what can be accomplished through our conscious choices and how we influence others.  Being aware and making an effort are steps worth taking toward becoming better stewards. Take action this Earth Day and make the next year one of accomplishments worth noting in 2010.

“When you’ve finished washing and dressing each morning, you must tend your planet.” – Antoine de Saint-Exupéry, The Little Prince, 1943

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Communicating with Grammar of Green

by Nancy Rogers on March 16th, 2009

Having a clear voice in green conversations requires attention to sustainable terminology, industry lexicon, and government regulations. Grammar of GreenSM sums up these principles for responsible communication as we are bombarded by claims of green excellence and achievement.

In sustainable exchanges, you cannot isolate comments without considering the consequences from the total organization—actions and impact are linked. Starting small is OK, announce with a whisper, not a shout. To shine rather than stumble, follow our Grammar of Green checklist of clarity, credibility, consistency and compliance. While not unique to green communications, vigilance will prevent charges of green washing and reputation damage control.

  • Clarity. Vague references, unsubstantiated claims and statements muddled by unnecessary explanation will not advance your cause or client on the well-worn sustainable roadmap. Your audience does not have the option of pressing ONE to reduce confusion. They will just click away.
  • Credibility. Boasts of being greenest hold no sway without substantiation. Words must be accountable. Transparency backed by third-party certification, actions and measured success enhance your reputation. Authentic accomplishment deserves recognition.
  • Consistency. Each industry functions with its own argot that is gobbledygook to the uninitiated. Don’t use jargon to waffle. Build your story with facts—invigorate repetitions to make them memorable.
  • Compliance. Steer clear of misrepresentation and deception to avoid regulatory red flags. You will be caught, if not by government regulators, by independent watchdogs.

To keep the conversation going, please post your favorites Grammar of Green Do’s to inspire and the Don’ts as a caution.

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Poll: Pros Skeptical of Green Product Claims – Green Products – EcoHome Magazine

by Nora DePalma on February 25th, 2009

Poll: Pros Skeptical of Green Product Claims – Green Products – EcoHome Magazine.  Almost 90% of EcoHome magazine readers responding to a poll said they do not believe manufacturers’ claims about how green their products are.  The poll was part of an editorial regarding the dreaded greenwashing.

That why our service Grammar of Green exists.   Depending on your current position and requirements, Green Earth public relations consultants will help your team with training or assess your outreach efforts on the nuances and regulatory considerations when sharing your green story. We are also available as speakers to educate your audiences on ways to correctly communicate using Grammar of Green.

Kudos to EcoHome for setting editorial standards for products they will cover.

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