Internal comms goes green

Getting employees to support corporate environmental initiatives is vital to their success, consultant claims.

Environmental messages must become a key part of corporate internal communications, a leading  consultant has told PR Week US.

In an interview with the magazine, Peter Eschbach, the leader of Porter Novelli's internal communications group said that efforts by companies to make themselves greener will only work if communicators inform and motivate employees to change polluting practices.

"A company may reach some environmental goals without active employee involvement," Eschbach said. "However, there's a much better chance of success if a firm's workforce is aware of green objectives, buys into them, and actively supports them," he said.

Avoid cosmetic gestures
Regular internal communication about the environment has a lot of benefits, including improved community relations and increased development of a strong organizational culture, Eschbach said.       

However, superficial gestures won't work if a company wants to get genuine green efforts from its workers, he warned. "Employees are quick to spot when they're being 'greenwashed', if that happens it will make it difficult for the company to maintain a trusting, supportive relationship with its workforce," Eschbach said.

Comments

[Annie Waite]

What do other readers think about trying to convey 'green' messages to employees? Can anyone suggest any particularly effective methods deployed that have really encouraged employee buy-in to greener comms (ie - not printing out e-mails unless totally necessary, using a conference call instead of travelling a long distance by car/plane to reach a meeting etc)

Will/should a company's 'green' responsibilities become part of the organisation's ethical code or corporate responsibility efforts?

Any thoughts welcome as we'd like to delve into this subject further on the Internal Comms Hub. www.internalcommshub.com

[Franky]

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[Franky]

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