22 Mar '12, 11am

The 3 steps to effective communication about sustainability

The 3 steps to effective communication about sustainability

Sustainability. It's a complicated business transforming industry to take this concept on board, and as executives gradually formulate a response to its challenges, they've stumbled across a new problem: communication. About more than just a simple transition from CSR reporting -- a superficial image polishing exercise -- sustainability brings with it its own language and definitions, ones that communications professionals must be fluent in. If not, any messages are likely to be buried underneath the mountain of words heading in the direction of stakeholders. So with sustainable communications sitting high up on the agenda, execs now face a new dilemma: How to avoid underselling the strategic importance of sustainability initiatives to an audience that is already disillusioned by green marketing campaigns? And that's not the only obstacle to an effective sustainability com...

Full article: http://www.greenbiz.com/blog/2012/03/22/3-steps-sustainab...

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