Communicate to the Converted
Success usually brings critics out of the woodwork (hopefully FSC-certified wood). When that happens, it's important that companies and organizations don't forget about their base of support. Clear and proactive communication to those 'already in your camp' is vital so that they 'stay in your camp'. More importantly, if these supporters know the facts they are able to intelligently address others' concerns. As the saying goes, they'll tell two friends, and they'll tell two friends, and so on.
A good example of communicating to the converted is Rick Fedrizzi's correspondence to USGBC members about recent criticism. USGBC and its LEED (Leadership in Energy and Environment Design) program are slowly changing standard practice in the building industry. 
There are those such as the Competitive Enterprise Institute that have launched anti-LEED campaigns. An article entitled Green Building Racket? appeared on www.junkscience.com, an outlet for the Institute's agenda. The article alleges that the primary motivation behind LEED is the exorbitant fees USGBC charges developers seeking to market their buildings as LEED certified.
An article is also appearing in the October 2007 edition of Fast Company magazine that "exposes some serious cracks in the world's biggest green-building brand." You can agree or disagree; that's not the point.
The point is that as LEED becomes more successful, opponents will find fault. USGBC is doing a good job keeping its core believers (aka members) updated as to why the articles are off the mark.
