CIPR launches first green guide for PR Industry
The Chartered Institute of Public Relations has launched guidelines about how companies should report on their environmental impact.
Believed to be the first of their kind for the PR industry around the world, the guidelines look at the issues and implications of green PR and promote best practice in this area. They examine the common pitfalls that can lead to businesses being accused of ‘greenwash’; relevant legislation; things to consider when making a green claim, in terms of ensuring there is evidence to support it; and ways to test a green assertion before it is made public.
CIPR Director General Colin Farrington said: “An increasing level of communication around sustainability is taking place as organisations come under pressure to report on their environmental impact. This has led to an explosion in green claims, some of which are misleading. As the professional body leading the PR industry the CIPR has a responsibility to provide best practice advice in this area and to uphold high standards.”
James Wright, chair of the CIPR steering group that produced the guidelines and director of Corporate Social Responsibility at Trimedia UK, said: “This is an important time for the PR industry with regard to justifying its worth. Climate change is revolutionising the way organisations operate and the strategic role communications professionals fulfil is going to be vital to help businesses communicate their environmental impacts and initiatives. PR professionals need to work together through organisations like the CIPR to improve industry standards, something which will ultimately benefit all communicators. Producing these guidelines is a solid and bold step forward.”
The guidelines were launched at a breakfast seminar at the CIPR HQ in London on 28 March and are available to view and download here.
The launch event was sponsored by BT and attended by senior communications professionals and representatives from organisations including DEFRA, the Renewable Energy Association, and the Institute of Environmental Management and Assessment.
Adrian Hosford, BT’s director of corporate responsibility, said: “These guidelines will be important in helping businesses of all sizes understand the reputational dangers of making green claims that can not be clearly proven. These guidelines will be a welcome addition to BT’s Sustainable Marketing Programme and this guidance will further enhance the way we communicate.”
James Wright will also give a presentation that looks at best practice in green PR and the development of the CIPR Environmental Sustainability Communication guidelines at the World PR Conference & Festival to be hosted in London on 23 and 24 June 2008. www.cipr.co.uk/wprf08
