As more and more companies seek to communicate their progress towards sustainability, it gets more and more challenging to stand above the average in the media mix. In today’s world of shortened attention span, increasing green fatigue and ever-changing media landscape, how can companies rise above the clutter? And do so with credibility and impact? What advices should we, comns and PR professionals, give to our clients?

This is the question Nathan Schock of the Greenway Communiqué tried to answer in an article published in the first PRSA Tactics issue of 2010: Communicate your environmental achievements in the New Year, by reaching out to the most prominent sustainability commentators, journalists and bloggers in the US.

All these interesting inputs and answers revolve around five key principles that I attempt to summarize below:

• Be transparent. This is THE golden in sustainability communications. Greenwashing has resulted in increased skepticism and green fatigue. So, be honest. “Tell us the progress, but tell us the trade-offs, too. The cliché about this being a journey, not a destination, is true here,” says Martin LaMonica, senior writer at CNET News and CBS Interactive, blogger at Green Tech. This will help make your story human…and much more credible.

• Think about the audience. “It’s a truism, but you have to craft your pitch to the journalist and his or her publication,” explains Todd Woody, contributing editor at Fortune and blogger at Green Wombat. Understand what matters to your audience, what are the top of mind issues, what the audience wants to know and read about. This often means focusing less on green features and more on benefits such as cost savings from energy efficiency, etc. depending on what means the most to your target audience, be it customer or investor. Marc Gunter, contributing editor at Fortune and blogger at Marc Gunther adds, “I’m looking for stories and blog posts that will not only attract readers but leave them feeling that they learned something new, different or provocative, maybe even something they would pass along to a colleague or friend.”

• Prove what you say with data but still keep it clear. Facts and figures are indispensible key proof points. But don’t overwhelme the audience with it. As William Brent, senior vice president at Weber Shandwick, blogger at The Search for Cleantech advises, stay specific (don’t speak in often meaningless ‘green’ generalities) while making sure you speak in simple terms (frame your story in terms that people understand).

• Provide a bigger picture as well. It is critical to put your client’s story into context, i.e. the bigger sustainability issues around it, how this fits into your client’s overall business strategy and sustainability goals, etc. “Too many PR folks spew facts without context, leaving their audience with more questions than answers and setting themselves up for charges of greenwash, or worse,” says Joel Makower, blogger at Two Steps Forward.

• Don’t “pitch” bloggers—participate! As traditional media models are struggling with fewer reporters covering sustainability and green stories (and not only) and readers are getting most of their news via online channels, it is critical to determine how social media can best meet your needs. However, be reminded about the specificities of blogger outreach! Build relationships with individuals and communicate with one-on-one, personal messages. As Jeff McIntire-Strasburg, founder and editor of Sustainablog insists, “Don’t play the numbers game with green bloggers — blasting out press releases just doesn’t work very well in this space. Find a few you’d really like to connect with, and then do just that: try to build a relationship. Offer opportunities to talk with clients and have your client prepare for a genuine conversation, rather than a presentation of a scripted message.” This is also true for traditional media relations. Be a helpful resource to reporters or bloggers.

• If you do participate, be ready to go a step further. Jeffrey Hollender of Seventh Generation says it all: ‘The leaders will be companies willing to talk about the things their competitors are afraid to talk about.” This is probably the only way to truly cut through the clutter, isn’t it?

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