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Green PR is a sub-field of public relations that communicates an organization's corporate social responsibility or environmentally friendly practices to the public. The goal is to produce increased brand awareness and improve the organization's reputation. Tactics include placing news articles, winning awards, communicating with environmental groups and distributing publications.

The term is derived from the "green movement", an ideology which seeks to minimize the effect of human activity on the environment.

Importance

Environmentalism has become increasingly popular among consumers and media. A nine-country survey found 85% of consumers around the world are willing to change their consumption habits to make tomorrow’s world a better place, and over half (55%) would help a brand “promote” a product if a good cause were behind it. The study also found when choosing between two brands of same quality and price, social purpose affected consumers’ decision the most (41%), ahead of design and innovation (32%) and the loyalty to the brand (26%).

According to PR Week:

The significance of corporate America embracing the green movement cannot be denied. Some still think it's a fad, but all signs point to the contrary - a sustained commitment to sustainability, either for economic efficiencies or reach out to a public whose goals and values are changing.

Audit

Before the organization can promote their green reputation, it must audit itself to validate their practices are actually “Green”. All stakeholders of the organization can take an active or passive role in environmentally green practices, with the goal that even passive players may become active inadvertently.

Review opportunities such as:

·        Are products or services environmentally green?

·        Is production by-products environmentally green?

·        Are employees participating in green activities?

·        Is the supply chain green, both upstream and downstream?[1]

·        Once consumer uses product or service is there sustained green practices?

Make adjustments as needed for a holistic approach to green practices. Now the organization can share their green status within public relations.

Performance

For sustainable corporate social responsibility in green practices there must be a performance added benefit to the organization. [2] Not all performance measures associated with the green practices will always improve, but the overall outcome must overcome any drawbacks. [3] Once the green measures are implemented, now is the time to share with stakeholders the value the organization brings to the environment. This is the final performance measure that may tip the scale toward the reward desired.

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[1]   Seles, B., de Sousa Jabbour, A., Jabbour, C., & Dangelico, R. (2016). The green bullwhip effect, the diffusion of green supply chain practices, and institutional pressures: Evidence from the automotive sector. International Journal of Production Economics, 182, 342–355. https://doi.org/10.1016/j.ijpe.2016.08.033

[2]   Suganthi, L. (2019). Examining the relationship between corporate social responsibility, performance, employees’ pro-environmental behavior at work with green practices as mediator. Journal of Cleaner Production, 232, 739–750. https://doi.org/10.1016/j.jclepro.2019.05.295

[3]   Govindan, K., Khodaverdi, R., & Vafadarnikjoo, A. (2015). Intuitionistic fuzzy based DEMATEL method for developing green practices and performances in a green supply chain. Expert Systems with Applications, 42(20), 7207–7220. https://doi.org/10.1016/j.eswa.2015.04.030