Communicating sustainability

Aug 4, 2016 | News

By <a href="" target="_self">George Catchpole</a>

By George Catchpole

Marketing Manager

Effective communication is not only vital to inform, motivate and engage your employees around your sustainability programme, but also your stakeholders, customers and society at large. Here are 6 ways to communicate your sustainability programme.

6 ways to communicate your sustainability programme

The power of communication is often over-looked, but it can make all the difference in attracting and retaining your best employees and valued customers. But communication is a creative process that unless done well, will waste you money and time – and ultimately could cost your business’ reputation. Here are six ways to effectively communicate your sustainability programme.

1. Define the message – communication can happen at any time, anywhere and in many different guises, so it is imperative you have a clear and consistent message to deliver. Align it with your sustainability goals and objectives and with your organisation’s overall values, vision and mission

2. Engage your communications team – enrol the support of your in-house communications and marketing team (or person). This can make all the difference in generating real business value from your programme. Try to bring them into the heart of your carbon reduction initiatives. They’ll simplify the language and make it easy for your target audiences to understand what you’re achieving

3. Get other departments onboard – ask internal teams how communicating sustainability more effectively can help them; your sales team may want to improve their bids and tenders, HR may want to demonstrate the company culture to prospective employees. You can also survey clients to see if they want to know more about your commitments and progress

4. Select your communication channels – try to use existing communication channels such as newsletters, events and annual reports, wherever possible, but don’t be afraid to be innovative either. Digital communication has led to an explosion in new channels, many of which are free to use

5. Plan and create your content – communication doesn’t happen without content. Do an audit of your content assets and decide on the content types that best suit your organisation and resources – these will depend on your target audience(s) and objectives. Create a communications calendar to ensure your content plan stays on track

6. Measure and monitor – have the tools in place to track performance and set key performance indicators to monitor against. This will not only enable you to make changes where required, but also enable you to report back to senior management to secure budget.

For more sustainability tips and case studies download The Planet Mark™ Practical Guide to Cutting Carbon Emissions by clicking on the link below.