antennagroup.com

Compass

If you are concerned, as I am, that climate instability is a critical issue, then you are very lucky to be a PR pro. Your craft gives you the power to make a difference. No scientific finding will be acted on unless someone has the skill to explain and transmit it. Solutions will go unused unless thousands of PR pros like you and I direct our skills to create understanding and the will to try.

Challenge equals opportunity. There is a ground swell now: Flagship businesses are proving that sustainable practices are safer and more profitable, especially as new policies include the real costs of wastefulness.

Scientists, entrepreneurs and policy-makers are searching for improvements to every practice of civilization. Governments on every continent face the need for transformation. And citizens want to do more than spend their lives as unconscious consumers. Green is good business; it’s industry; it’s life.

Four PR paths

There are four PR paths: Cleantech, Corporate Sustainability, Green Lifestyle and Government Relations. Build on the brand you have. If you excel at corporate counsel, then learn the principles of corporate sustainability. If your expertise is in consumer products, lifestyle or healthcare, then you can shift toward green lifestyle and LOHAS (lifestyles of health and sustainability).

If you’re in government relations, you may already be experiencing a boom in demand. Modern energy and efficiency have been designated the saviors of our economy and environmental woes.

My passion is cleantech. Emerging technology has always excited me: I love being at the edge of change and am willing to accept the business risk that comes with that.

Guidelines for going green

Like a good physician, above all, do no harm. Entrenched power players will keep acting in their short-term self-interest. You don’t have to help them. The knowledge you may have of a dirty business can get you a good job or client engaged in cleaning it up.

Avoid greenwashing, for your company or your clients. Do your homework and bring your heart to your work: How satisfying that is!

Don’t be afraid to set sail in a new direction.  Antenna Group was founded in dotcom days. I met our first solar client at a cleantech venture-capital event. Go meet new people and perspectives.

Build community. If there aren’t useful green networking events in your area, you can organize them for your clients as a way of refocusing their practices and brands. Antenna started our Power Hours three years ago – now we host seven or eight receptions a year, each with a different co-host to spice up the guest list. We also sponsor events.

Extend from your base of strength. Building on one good client in the solar space, we now represent about a dozen solar companies (and many more in other cleantech areas). The first one is still a happy client, five years later. We’re now attracting Fortune 500 clients seeking guidance in areas new to them.

High-tech PR with industrial gunk

Like the technology PR of recent decades, cleantech PR works with wildly creative scientists and entrepreneurs. We try to win our clients a temporary suspension of disbelief so they have a chance to turn their dreams into reality. Using our technical and business knowledge, we paint their products into the landscape and translate their technology’s features into the audience’s benefits.

Unlike Web 2.0 and software high-tech, cleantech is about the messy physical stuff of our world. It spans many different industrial and manufacturing sectors and is overlaid with complex issues of public policy and finance.

For each client at least one audience will be extremely technical, yet you also have to be able to communicate to business, finance, government and community audiences, internationally. If your practitioners do not genuinely enjoy the constant learning about science, technology and policy, you will lose either them or your clients.

In hiring I aim to create a mix of people to learn from each other. Those with strong technical affinity collaborate with skilled PR pros, as everyone grows. My ideal entry-level candidate arrives with a dual-major degree in Communications and Environmental Science or Economics.

Purpose at a premium

While these people are deeply purpose-driven, they are talented high-achievers who expect to be rewarded well. I’m still trying to figure out how to charge the premium the craft deserves. The traditional industrial sector hasn’t invested much in marketing, other than IR or crisis communications.

But marketing spends will grow as the young cleantech industry sees more big successes and becomes increasingly competitive. Companies get the best leverage on their PR investment when pursuing a large market opportunity in the midst of substantial competition. And there’s never been a larger market opportunity than modern energy.

When Congress returns to Capitol Hill from its two week recess next week, it’s expected to tackle the energy bill in earnest. A major provision in the bill that could drastically increase growth in the renewable energy sector is the concept of a national renewable portfolio standard, or RPS. The RPS tactic has been successful in 28 states in creating a market for renewable energy, and if the U.S. is serious about building a carbon neutral economy and reducing global warming, a national RPS is not only necessary, it is vital.

Essentially, an RPS requires utilities to purchase a percentage of the energy they provide to customers from renewable sources.  The current energy bill making its way through Congress eases into the process by starting the renewable energy requirement at 6% in 2012 and increasing it steadily over the next decade. The schedule is as follows:
More than half of U.S. states already have RPS requirements of their own and this national schedule would not override those state provisions. In fact, many states today are already meeting the 6% standard proposed for 2012, and in some cases, far exceeding it. What may rustle some feathers among utilities in states without current RPS mandates is the swift progression of the proposed schedule. Moving from 6% to 11% in four years might be tough for states not already in the renewable energy game, especially in the midst of a major economic downturn.

Despite the growing pains associated with a national RPS, it is a requirement for a healthy renewable energy market in the U.S. Across all sectors, from solar to wind to biomass, the renewable energy industry has gained significant market traction, despite inconsistent federal support. But with a national RPS in place the U.S. government can provide the stability the industry needs to achieve economies of scale and mass adoption, which are critical to bringing the costs of renewable energy down and achieving grid parity, the point at which the price of electricity generated by renewable sources is equal to or cheaper than grid power.

The renewable energy industry will still experience growth without a national RPS, but it will be slower.  If America is serious about reducing its use of fossil fuels, it should set benchmarks to meet its goals.

Green jobs have been a particularly hot topic of late, especially in today’s conversations about job creation through the recently passed stimulus bill.  But what is a green job?  Truth is, no one really knows, and the jury is still out in the definition debate.  From a PR perspective, the lack of a definition creates challenges for those wishing to promote green jobs.  Having a clear understanding of what does and does not qualify as green is critical for making strategic outreach decisions.  Companies participating in green job conversations risk making fraudulent claims in an environment where definition changes rapidly.  Understanding the dynamics of the green jobs story may help companies avoid damaging relationships with key stakeholders and audiences.

Many are attempting to reign in this debate and come up with definitions that are general enough to be all-encompassing, but specific enough to be credible.  Critics point out that a lack of what constitutes a green job allows questionable businesses and industries to claim green job creds and potentially greenwash their activities.  This has some of us out there asking, will green jobs become the new greenwash?

Some argue that everyone is too caught up in defining green jobs and instead should just be focusing on creating good jobs, while others feel that only the narrowest definition will suffice to avoid greenwashing.  Kevin Doyle’s two part post at Grist on his findings and reactions from the Good Jobs, Green Jobs conference recently held in Pittsburgh, reveals that current definitions of green jobs focus primarily on jobs in clean energy and efficient green buildings.  Within these areas, specifically jobs in manufacturing and building trades seems to be agreed upon to be the greenest of the green.  But surely there are more green jobs out there than this definition offers us.

Here is my favorite definition so far from the UN’s Green Jobs Report:
“We define green jobs as work in agricultural, manufacturing, research and development (R&D), administrative, and service activities that contribute substantially to preserving or restoring environmental quality. Specifically, but not exclusively, this includes jobs that help to protect ecosystems and biodiversity; reduce energy, materials, and water consumption through high-efficiency strategies; de-carbonize the economy; and minimize or altogether avoid generation of all forms of waste and pollution.”

Until a definition that is both broad enough to be inclusive, yet narrow enough to avoid greenwashing is agreed upon, companies will be reluctant to publicize their green job offerings for fear of public backlash.  Arguably, if the US is to truly shift to a green economy, then all jobs will be green jobs, but until we get there, it is important to understand the definition debate when reaching out to media around your company’s green job opportunities.

While I’m not the world’s biggest fan of “Extreme Makeover: Home Edition,” I can appreciate the benefits the show provides for a variety of deserving families, as well as the boost a product can receive from being featured on it. So when I heard one of my clients, Akeena Solar, would be providing a featured solar system to a family in Southern California that was being highlighted on the show, I started getting excited. What could be better for a solar company than a little celebrity endorsement from none other than the well-tanned, well-groomed Ty Pennington with the well-spiked hair?

When I first heard the news a few months ago, the episode wasn’t set to air until the end of March. Immediately, Akeena crews hustled down to San Bernardino to install the system in what amounted to a matter of hours. It was then that I started paying a bit more attention to the show: nearly every weekend the builders featured a new green building element—bamboo floors, eco-friendly paint, energy efficient appliances, and lots and lots of solar systems. And each time the green element was explained, it seemed to become more and more…well, normal, to feature these types of products. They look great and are environmentally friendly, the designers said. They are quality products with real cost-savings benefits, the builders said. They just made sense, Ty said.

Installing Akeena's Andalay Solar Panels

Had going green become mainstream?

For a while, my public relations team was able to rely on the uniqueness of solar when pitching the media. We could leverage the story of that kooky family down the block who installed a solar system, watched their meter spin backwards and never paid the electric company more than $12. But that was because not everyone had a solar system; people weren’t accustomed to seeing silicon panels popping up on rooftops everywhere. Fast-forward a few months, and solar—while not reaching the point of widespread adoption by any means—is no longer unfamiliar. Journalists tell me that the latest installation isn’t big enough, it isn’t sexy enough, and it’s something they’ve already covered. During those lonely hours watching late-night television, green suddenly begins to work its way into the vocabulary of infomercials and QVC. And green guides everywhere are popping up telling consumers how to shop.

It’s still a long road for green products to be the default choice in consumer’s brains. But with millions of viewers tuning in each weekend to see how easily green elements can be incorporated into homes, it’s going to get a lot easier to be green.

For decades, consumers understood that eating foods high in fat had serious health risks.  But it took years of education, standardized nutrition labels and even bans on trans fats before we started changing our ways. Now, we consult nutritional labels on menus, in the grocery store and in recipes before we even think of lifting fork to mouth.

This model of labeling can also be applied to working to reduce global climate change. In the US House, Democratic leaders say they’re planning to take up legislation on a US cap and trade system this year.   The sooner companies move to put carbon labels on products across the spectrum, the better they might fare when Carbon Cap and Trade regulations are eventually implemented.

The concept is pretty straightforward: identify and label the carbon footprint of products and services so businesses and consumers can make informed choices about the carbon impact of their purchases.   And as consumer brands start to adopt this practice, there is downward pressure on suppliers to capture their carbon information and consider reductions as well.  Sort of a trickle down “carbon-omics” effect.

Companies are not only taking an inventory of their carbon emissions throughout their manufacturing process, but they are also being honest with consumers about what their footprint is and plans for reducing it. The great difficulty lies in the execution and standardization of these labels.  Still, a whole host of businesses, advocacy groups and governments are jumping into the effort.  Here’s a look at what they’re doing:

The United Kingdom started forging this path in 2001, with the roll out of the pilot program Carbon Trust and its Carbon Reduction Label. The non-profit is helping a handful businesses become accountable for their lifecycle greenhouse gas emissions including production, transportation, use, and disposal. Pepsico and the UK supermarket chain Tesco are the biggest participants.

In Japan, the Trade Ministry is overseeing an ambitious plan rolling out this year which will require carbon footprint labeling on food packaging and other products – a program the government sees as an integral step in reaching Japan’s stated goal of reducing total carbon emissions by up to 80% by 2050.

In the U.S., the Carbon Fund and the Climate Conservancy are doing similar work and California has its own Carbon Labeling Act of 2008 working to “establish a methodology for determining and communicating the carbon footprint of a consumer product[s]”. Other countries such as Sweden and South Korea are working on their own carbon labeling systems, all based on similar philosophies, but with different visual approaches.

Until enough time has passed and enough labels are out there to educate the public and have meaningful data to evaluate, carbon labeling will do more to help companies become aware of their own carbon footprints than sell more products.

But that’s ok: All new ideas with no benchmark go through cycles of trial and error. It took over five different automobile models to get the pedal and shifting layout we’re so accustomed to today (thank you Top Gear ), so there’s no reason carbon labeling should be any easier.

The day will come when companies will have to account for their carbon footprints and those that do it early are likely to have a competitive edge. However, carbon labels on their own are not going to reduce carbon emissions to the levels needed to stem the effects of climate change, but they can be used as a tool to raise awareness and help implement larger regulation. Just as in the calorie debate, it took bans on trans fats to drive industry to be more transparent about what’s in our food, carbon fat isn’t much different.

I was struck a few weeks ago by an atypical article in the Wall Street Journal – “The Return of Captain Planet.”

The children’s cartoon from the early 90s was indeed nostalgically familiar, as the green-haired eco-hero with a signature mullet was easily a personal favorite as a child. I had previously been stumped at the show’s vanishing act from the public sphere – in this era of compilation DVDs, rabid online fan communities, and ubiquitous streaming video available, how had the show never made a come back? So while thrilled the show was going to be available again, I had to wonder – is this really Wall Street Journal material?

Working with a reporter at the Journal on another story at the time, I was acutely aware of the publication’s need and desire to cover major, breaking news of global relevance to large, billion dollar markets. Did Captain Planet really meet this threshold?

Turns out, my musing as to the illogic of a show as popular Captain Planet, which based on a very un-scientific polling of my friends and compatriots was easily one of the most loved cartoons of the 90s, not having made a resurgence was apt, and allowed the Journal to explore serious marketing trends – how the nostalgia factor can mean big bucks for past brands (something Sony was trying to capture with other shows) and the power of social networking communities to build audiences.

We always advise clients who want coverage in the Journal to offer an exclusive angle or large financial numbers and specific details around deals and market opportunities. However, the trend story is a tried and true method, allowing a journalist to explore several important market changes simultaneously. Tapping into this is PR at its best.

So while I may not be linking any of my clients up with Captain Planet anytime soon, it’s a strong reminder of the power of the trend pitch.