CorpComms Magazine

(1) Do your research

As with any communications strategy, the critical point is starting with the right data. If you have an objective measure of your environmental impact, it helps decide which initiatives to focus on, which will reinforce your brand values and which are credible and realistic for your organisation.

(2) Be a leader, not a follower

If you want to bring about genuine change and avoid charges of jumping on the bandwagon, taking early action is vital. It positions the company as forward thinking and as being serious about its environmental policy. It is also worth bearing in mind that national and international policy makers are looking closely at carbon reduction requirements and various environmental targets may soon become mandatory. Taking action before it is mandated shows true commitment to boost corporate reputation.

(3) Take early action on regulation

In the UK, the government has launched a new mandatory carbon trading scheme (the Carbon Reduction Commitment (CRC) Energy Efficiency Scheme) which will publicly rank the carbon performance of around 5,000 organisations. The CRC has significant financial and reputational implications for businesses. Therefore, it is vital that companies understand fully how it will impact them and how to benefit from taking early action to improve energy efficiency, ensure higher ranking in the CRC league table and consequently boost corporate reputation. Recognised early actions include installing advanced metering and achieving the Carbon Trust Standard certification or equivalents.

(4) Get robust independent certification

Savvy consumers are sceptical of 'softer' initiatives which lack quantifiable evidence that a company is backing their green claims with tangible action. Instead they look for robust achievements supported by evidence. The Carbon Trust Standard in particular has proved popular because it has a rigorous, independently assessed methodology, which looks at carbon impacts across every aspect of an organisation's operations.

(5) Demonstrate the commercial value of certification to the board

Communications professionals often debate how to show the commercial value of social and environmental responsibility initiatives. By championing the achievement of credible environmental certifications, senior communicators can not only boost external reputation but also use it as a means of bringing about tangible operational savings for their company. For example, collectively, the companies which have achieved the Carbon Trust Standard certification have saved £62 million in energy bills annually and reduced CO2 by two million tonnes. Many of these initiatives have been instigated by the marketing and PR team, but have subsequently been adopted companywide. For example, Tracey Rawling Church, director of brand and reputation at Kyocera Mita, has been instrumental in driving her company's carbon reduction programme.

(6) Get employees on board

Employees are key to delivering long lasting carbon reductions. In addition a strong environmental focus drives successful internal communications, staff recruitment and retention. For example, Andy Bond, chairman of Asda, comments that the achievement of a certification to the Carbon Trust Standard has 'proved a real motivating factor for our colleagues and has been a great boost for everyone at Asda'.

(7) Get partners on board

Having objective assurance that they are running an energy efficient business can help companies achieve credible, positive perceptions amongst partners, suppliers and consumers. For example, many organisations such as First Direct, Branston, and Marks & Spencer are already using their achievement of the Carbon Trust Standard in their corporate communications and marketing.

(8) Improve product and brand differentiation

Tesco is using the Carbon Reduction Label from the Carbon Trust to expand the range of choices it offers consumers so that they can decide which products to buy based on carbon as well as price or brand. The Carbon Reduction Label is awarded to specific products and services and is based on carbon consumption throughout a product's lifecycle. Sir Terry Leahy, outgoing chief executive of Tesco, comments that the company 'puts social and environmental issues at the heart of our business, empowering customers to make environmental choices by providing the information on which to make an informed choice'.

(9) Meet external disclosure requirements

The US Securities and Exchange Commission is currently considering how listed companies should be obliged to disclose carbon risks in their financial reporting. As this approach is adopted more widely, a credible, measurable and externally audited environmental strategy will soon be high on the agenda for investor relations and shareholder communications professionals.

(10) Quantify the benefits holistically

If you are looking for internal support for an environmental policy, quantify the benefits holistically. As well as the obvious external reputational benefits, there are gains in operational efficiency such as reduced energy bills and reduced consumption. There can be supply chain efficiencies, opportunities for product and company differentiation and benefits in terms of internal communications and human resources. Added together the business case for action is compelling.

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