How to Communicate Sustainability Success Stories to the Press
Thought leadership is a heavily used term in communications circles. But what exactly does it mean? And, within a sustainability context, how is it best delivered to achieve your business goals? Firstly, through effective communications, thought leadership is a targeted way to position your company as e.g. leaders in a particular sector, to influence those you seek to sway, and, if it’s your business objective, to market your products or services.
Here’s an example. MY business manufacturers the most thermally efficient wall ties. Traditionally, MY’s communications approach has been to disseminate press releases that mention the product and feature case studies of buildings where its products has been used. It achieves some success i.e. press coverage that contributes to new business wins, but the CEO no longer feels this communications approach presents the business’s visionary, innovative and market leading nature.
A thought leadership communications strategy, therefore, may be adopted as a supplementary or standalone approach to generate press coverage. In this example, it might be a) to outline the aspect its business impacts i.e. climate change b) extrapolate the built environment’s impact on climate change c) note wall ties thermal conductivity and therefore its product’s specific impact c) demonstrate how MYbusiness’s wall ties are significantly less impactful than its competitors’.
A well-delivered series of articles (a campaign) that utilises this thought leadership approach will reposition the business as a) a company that understands the big issues, and how its business contributes to climate change b) that it has taken responsibility for lessening its impact by producing the most thermally efficient wall ties c) which demonstrates to buyers that the business is innovative and visionary d) ultimately, sells the product because buyers want the least impactful option.
If that sounds like an easy win it’s not. But if you talk and work with the professionals it is achievable …
To discuss how the effective communication of your sustainability stories will elevate and enhance your brand, speak to us.
Sustain Worldwide creates vital platforms and works directly with enterprising businesses to deliver for them highly effective PR campaigns, dynamic event facilitation & compelling filmed content. Our services provide them with competitive advantage, positions them as sustainability thought leaders and delivers against their business objectives.
Leadership Intelligence Inaugural Roundtable
The Sustain Worldwide and BRE inaugural roundtable for the research project ‘Leadership Intelligence: Sustainable Thinking Across the Supply Chain’ convenes in London on 22 May. Invitees include directors from Argent, Balfour Beatty, Mace, Willmott Dixon, M&S, Lafarge Tarmac, Travis Perkins, Lend Lease, Hanson, PwC, Kingfisher, St Gobain, Skanska.
The Research focuses on supply chain management as a major area of challenge and opportunity for delivering corporate sustainability and efficiencies.
Follows sustainability intentions, initiatives and outcomes at leadership, management and supply chain levels to see what works and what doesn’t with a focus on business drivers, barriers and results.
Synthesises findings in a White Paper that will be launched at a prestigious conference in December 2014 – and, in phase 2, create a toolkit for businesses large and small, clients and supply chain.
Registrations of interest are now sought from a) global business leaders, who can be available for interview between May and September 2014; b) prospective commercial Project Global Partners.
Sustain Worldwide hosts regular networking events and dinners. A recent successful dinner was attended by directors from Argent, BRE, Saint Gobain and Travis Perkins. The next dinner will be held at Le Caprice, Mayfair, on 22 May. Subsequent director-level dinners will be held on 18 September, and 13 November.
Contact us to discuss how you might join a forthcoming Sustain Worldwide hosted networking event.
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Sustainability Communications Forum
The Second Annual Sustainability Communications Forum takes place on 22 May. Held at Inmarsat in London, the one-day event has been designed to help attendees enhance their brand and improve the effectiveness of their internal & external communications. Speakers include those from sustainability sector brand leaders Jaguar Land Rover, Virgin Media, IKEA, McDonald’s and PZ Cussons.
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The Turkish municipality of Gaziantep, located in the south-east of Turkey, close to the Syrian border, plans to burn pistachio nut shells to provide up to 60% of the heat required for a planned eco city housing 200,000 inhabitants. Officials in the region, supported by French engineering consultant Burgeap, are examining the viability of burning the shells to produce biogas, which could then be used to heat homes and businesses in a new eco city encompassing 3,200 hectares.
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