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MWW Goes Green - The Interview
April 04, 2007

The other day I did an interview with Keith O'Brien over at PR Week.

Michael Kempner is CEO and president of MWW Group.

He blogs at Straight Talk.

MWW Group launched a sustainable technologies practice, which focuses on “marketing eco-responsible technologies and in effectively positioning technology companies for which environmental sustainability is a key tenant of their R&D regime and product set” in November 2006.

What is the easiest thing a client can do today to kick start a green image?

There’s a basic cost of entry in the green game – [you must] strive to manage your business in an energy-conscious, conservation-minded manner and steadily improve on your environmental record over time.

Claim to be green but pollute, waste energy, consort with companies known for poor environmental records, exclude recyclable materials from your supply chain, and never improve your record, someone will call you on it - often loudly and always publicly.

In other words, if you’re not really committed to going green, then don’t. Demonstrate value elsewhere.

However, if your “green fees” have been paid and your organization is truly committed to a green culture, yell it from the mountaintops. Jump start your green image by engaging your constituencies via new media channels – a Web-based sustainability report, an eco-focused micro site, a podcast series highlighting conservation tips for the home and office, a syndicated sustainability blog, etc. These tactics are inexpensive, easily implemented, and global. The number of people you reach with your green message and the impact it has on your corporate reputation is only limited by your imagination.

What is the most important thing a client could do tomorrow to maintain serious green credibility?

Maintaining credibility and advancing corporate reputation in any arena requires favorable momentum. Keep executing on the green front but raise the volume over time.

In that vein, many organizations are content to join associations, donate money, volunteer time, and join the cacophony…and for some that’s just fine.

For my money, and for my clients, the counsel is often to create a leadership vehicle that closely ties together the organization’s core business with their environmental values, and that draws other companies and external constituencies into their cause. Utilize new media channels to inform your constituents of your leadership activities, growing third-party support, and overall good works in the green arena, then you have the makings of a strong green marketing initiative.

Engage… Lead…Report…Repeat!

What NGOs are good partners for a solid green initiative?

To finish reading the interview go on over to PR Week's Target Green blog.

Posted by Michael Kempner at April 4, 2007 09:36 PM