This post first appeared in Anthony Bullick’s Daily Post column.
Every business from large multi-nationals down to SMEs are at risk every time they make claims about their actions linked to the journey to net zero.
The majority of greenwashing, particularly amongst small and medium-sized brands, is not malicious or actioned with intent.
Not including PR at the outset of conversations around environmental efforts can lead to wasted resources and a negative effect on your reputation.
Involving a PR practitioner as early as possible in the topic will help navigate hurdles and key questions to ensure stakeholders are not unknowingly misled.
Taking a step back, it’s important to remember that PR is much more than simply media relations, or a tactic to employ when faced with an issue. It truly understands your stakeholders and is the conscience and moral compass of your organisation.
It’s most effective when the PR agency or in-house team span the entire business as opposed to being aligned solely as a marketing function, as this allows for key decisions to be checked for reputational impact ahead of being rolled out.
The hot topic right now is the climate emergency, with firms aiming to share what they’re doing to support the move to net zero, but their communication efforts don’t always result in a positive outcome.
Many instances of brands coming under fire for greenwashing, the act of misleading people over environmental claims, could have been avoided.
One recent example was Etihad, which used the phrase ‘sustainable aviation’ in ad campaigns before the Advertising Standards Authority ruled that the wording exaggerated the environmental benefits of flying with the airline.
The resulting backlash has seen the company painted in a negative light.
This is where the PR function can assist with ensuring the messaging is accurate and not open to interpretation.
For example, if you have removed single-use plastic with a recyclable alternative, have you calculated the carbon impact of sourcing and using the new material?
Or as your workforce has grown, if you have purchased electric cars for your sales team, have you considered the environmental impact of more people travelling to and from your offices using petrol and diesel vehicles as part of their commute?
In addition, the PR department will assist with a holistic review of business operations. For example, do you represent clients whose activities are at odds with net zero, such as oil exploration.
Finally, before publishing content, have an expert check it against latest ASA guidelines as well as the Green Claims Directive, to avoid missteps.