Climate change is our reality, and companies and organizations are making strides to actively counteract its effects. With many industries outlining specific steps to reduce emissions by 2050, they must also figure out how to communicate their commitments in an authentic way. For those who haven’t operated in this space before, there is much to consider. One thing that’s not always clear, for instance, is who the best person is to deliver that message to key stakeholders. Hint: It might not be the CEO.
Identify the Right Spokesperson
The perfect person to talk about sustainability topics isn’t always the same person an organization may put forward for other business priorities. The CEO and other members of the C-Suite, for example, clearly know the business and industry well, but when looking for a spokesperson on sustainability, it’s best to engage someone who:
- Has a passion for the topic. This will come through in media interviews!
- Is coachable in media training. A passion for the topic needs to be channeled in a newsworthy way and in a way that takes into account media interview pitfalls.
- Speaks in digestible language. Being willing and able—with comms team support—to translate complex topics into clear, easy-to-understand soundbite language is key.
When it comes to discussing sustainability, the person closest to the work is usually the best fit. Whether it’s the head of sustainability, a person responsible for driving content and actions around the annual environmental, social and governance (ESG) report or another sustainability-focused role. These people can be compelling and credible spokespeople to convey the organization’s efforts and progress through anecdotes or examples the public can relate to.
Create Genuine Talking Points
In today’s media landscape, it’s easy for reporters and audiences to see through fluffy language and superficial efforts around climate change that can come across as inauthentic. Making broad statements about the environment without any supporting proof or data can ultimately undermine one’s credibility. Some ways to build smart talking points include:
- Build a report. A thoughtful, information-rich report with a credible third-party can help build thought leadership credentials in the climate space and be a critical resource for others. For example, Allstate published the Climate Resiliency Report with the U.S. Chamber of Commerce on natural disaster preparedness and resiliency that provides hard-hitting climate data and recommended actions that could hold appeal for reporters.
- Showcase progress. The best way to show progress is with strong data. The U.S. Environmental Protection Agency (EPA) has tools such as the Greenhouse Gas Equivalencies Calculator to help easily translate numbers into more comprehensible alternatives—such as reframing “10 million metric tons of CO2” as being equivalent to “the electricity use of two homes for one year.” Reporters want to know what’s been done and how the current plan is progressing to date. The Portland Cement Association—an APCO client—does this at its cementprogress.com microsite, showing the industry’s progress on reducing emissions.
- Use third-party information. See what other information or data is available about an industry to support the message. For example, by using the EPA’s emissions calculator, small businesses and low-emitter organizations can estimate and inventory their annual greenhouse gas (GHG) emissions. Maybe there’s a key proof point to support how an organization is working to reduce emissions.
Know Which Reporters to Target
Identifying the right reporters to pitch is just as important as picking the right person as an organization’s spokesperson. Trade publications are frequently looking for stories about how organizations and industries are reducing emissions. It is important to build relationships with reporters in that space and share frequent updates, offering the spokesperson who is well-versed and comfortable with the specifics of your organization’s plan.
Similarly, be prepared to swap the spokesperson based on the reporter. An in-depth environmental policy story will require a different lens and spokesperson than the trade-industry magazine article about tactics used for reducing emissions.
Have a POV or Unique Angle That’s Genuine to the Organization
Having a unique point of view is essential for any good media story but is especially important when discussing climate efforts. The media and its audiences are well-informed on these topics and can easily see through fluffy language and greenwashing. They appreciate a strong plan and honest progress toward the goal at hand.
A good spokesperson can speak passionately about the work being done while providing a point of view on the industry at large and what hurdles are still needed to clear. Being authentic with a reporter includes conveying the reality that the planet is in and how small efforts can build to create real change while acknowledging that responsibility lies beyond what any one company or organization is doing.
The focus on climate change isn’t going away anytime soon. It’s a business imperative and younger generations entering the workforce are passionate about this issue. For organizations that are looking to share their actions in an authentic way, sharing a story, armed with key facts and backed with the best spokespeople is crucial to boost credibility and trust with future customers, consumers and talent.
