How can you showcase your organization's sustainability achievements through media relations?
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If you are working on sustainability initiatives in your organization, you might want to share your progress and impact with the public. Media relations can be a powerful way to communicate your sustainability achievements and build trust and reputation. However, media relations can also be challenging and require careful planning and execution. Here are some tips on how to showcase your sustainability achievements through media relations.
Before you pitch your story to the media, you need to know who you are trying to reach and what they care about. Different media outlets have different audiences, tones, formats, and expectations. You need to tailor your message and angle to suit the media you are targeting. For example, if you are pitching to a trade magazine, you might focus on the technical aspects and benefits of your sustainability initiatives. If you are pitching to a mainstream newspaper, you might emphasize the social and environmental impacts and the human stories behind them.
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Rose Brierley
External Communications Manager, International
Remember the 'so what?', tailor your approach accordingly and read your pitch through the lens of your audience - not your company.
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Gary J Byrnes
Tao Climate technology helps companies achieve sustainability goals
Answer the fundamental marketing/communications questions: Who is your audience and what do you want them to do? Identify your CTA and make sure that it satisfies the audience. If your CTA is 'Learn more about our sustainability achievements', for example, ensure that the destination content is relevant, up-to-date, and impactful.
To get the media's attention, you need to have a compelling story that showcases your sustainability achievements. Your story should answer the following questions: What is the problem or challenge that you are addressing? How are you solving it in a sustainable way? What are the results and impacts of your solution? How are you measuring and reporting them? Why should the media and the public care about your story? Your story should also have a clear hook, a timely relevance, and a local or global significance.
To support your story, you need to prepare some materials that can help the media understand and report on your sustainability achievements. These materials might include: a press release that summarizes your story and provides key facts and figures; a media kit that contains background information, photos, videos, infographics, testimonials, and contact details; a case study that illustrates your story with a specific example; and a report that documents your sustainability performance and goals. You should also have a spokesperson who can speak confidently and authentically about your sustainability achievements and answer any questions from the media.
To increase your chances of getting media coverage, you need to build and maintain relationships with the media. You can do this by: researching and identifying the journalists and influencers who cover sustainability issues and topics related to your industry; reaching out to them with personalized and relevant pitches that highlight the value and uniqueness of your story; following up with them and providing them with any additional information or assistance they might need; thanking them and acknowledging their coverage; and engaging with them on social media and other platforms. You should also monitor and evaluate the media coverage you receive and use the feedback to improve your future media relations.
To amplify your media coverage and reach a wider audience, you need to leverage your own channels and platforms. You can do this by: sharing and promoting your media coverage on your website, blog, newsletter, social media, and other online or offline channels; encouraging your employees, customers, partners, and stakeholders to share and comment on your media coverage; creating and distributing your own content that showcases your sustainability achievements and links to your media coverage; and participating in relevant events, forums, podcasts, webinars, and other opportunities to share your story and expertise.
Media relations can be a rewarding and effective way to showcase your sustainability achievements and enhance your organization's reputation and credibility. By following these tips, you can create and execute a successful media relations strategy that highlights your sustainability efforts and engages your audience.