The ongoing challenge for companies implementing corporate social responsibility initiatives is how much to 'toot their own horn' about progress. At what point does calling out tangible company improvements become overly promotional and dismissed as empty marketing speak, or worse greenwashing? Also, what are the most effective communication vehicles?

According to the Natural Marketing Institute's 2007 LOHAS Consumer Trends Database, "most consumers prefer to learn about CSR through the news media…" This is understandable given the media’s perceived neutrality. An active media relations program is therefore important for any sustainability program.

The NMI survey also points out the importance of independent 3rd party groups/ratings. Public relations is far larger than media relations alone. Identifying trusted organizations and working collaboratively to improve a company's operations will help convey program credibility. As discussed in Battling Communication Schizophrenia, don't forget to have consistent messaging across the company website, product packaging, marketing materials, and more. 

In the rush to capitalize on purchasers’ alleged desire for green products and services, companies are ‘shoe-horning’ environmental themes in to all of their communications. Companies are quick to add a “Sustainability” section to their website thinking that changes to a site’s main navigation must demonstrate true commitment to the environment. A newsletter article about the company’s desire to purchase ‘green’ office products sits against the backdrop of 4 million tons of office paper thrown away each year. And, perhaps with each new product brochure that includes an image of a wind turbine, a raptor [loses] its wings.

As environmental messages are inserted, other messages become diluted and obscured. Do the true benefits of the product or service still resonate? Have customer service and support elements fallen lower on the list, displaced by carbon offsets? Do printed brochures reflect the same messages as (more easily updated) web pages?

Communication audits are a great way to systematically examine all channels of communication and identify conflicts, exaggerated claims, and off-topic messages. Communication schizophrenia is easy to diagnose. Are you telling vendors and distributors one thing while employees another. Are clients receiving a consistent message about your true value proposition? Has your messaging stayed current with you’re your business strategy?

These evaluations can also be more narrowly focused on how the company is portrayed in the media (i.e., media audit) or how the company stacks up against its competitors (i.e., competitive evaluation).

It’s easy to understand how messages stray from their intended purpose. The solution is to objectively evaluate communication channels and develop a plan for realigning messages with business strategy.