Corporate Greening 2.0


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  • Corporate Greening 2.0

    1. 1. Corporate Greening 2.0 E. Bruce Harrison EnviroComm International
    2. 2. “ I’m in PR.” What do you do ?
    3. 3.
    4. 4. Who are the stakeholders? What do they need to know? Therefore, what do I do?
    5. 5. “ I’m in PR.” What do you do ?
    6. 6. I help to create stakeholders in the success of my organization
    7. 7. Company success depends on stakeholder permission
    8. 8. A definition of PR The management process of creating stakeholders in the success of the organization .
    9. 9.
    10. 10. I am Bruce Harrison My topic today is… Creating and communicating corporate climate change and sustainability strategies
    11. 11. CORPORATE GREENING <ul><li>What’s happened? </li></ul><ul><li>When and how did it change? </li></ul><ul><li>What’s likely to happen? </li></ul><ul><li>Who are the stakeholders ? </li></ul><ul><li>What do they need from communicators? </li></ul><ul><li>What do we need to know? </li></ul><ul><li>What do public relations people do ? </li></ul>
    12. 12. As the chief communicator, what value can you bring?
    13. 13. &quot;If you don't have a seat at the table, you'll wind up on the menu.“ - Jim Rogers, CEO, Duke Energy
    14. 14. “ What you want to do is anticipate trends…and position the company optimally within that context… Understand the trend and say how can I turn a challenge into an opportunity?” Peter Darbee PG&E, 2007
    15. 15. SAMPEG
    16. 16.
    17. 17.
    18. 18.
    19. 19.
    20. 20.
    21. 21. 1971
    22. 22. 1973
    23. 23. 1971
    24. 24.
    25. 25. 1987
    26. 26. 1992
    27. 27. Implications of Corporate Greening 1.0 1960s – 1990s
    28. 28. <ul><li>1. Sustainable development as an accepted international relations theory </li></ul><ul><li>2. Climate change as a </li></ul><ul><li>global political theory </li></ul><ul><li>3. Corporate </li></ul><ul><li>sustainability </li></ul><ul><li>as a global </li></ul><ul><li>business practice </li></ul>
    29. 29. Key sociopolitical Implications <ul><li>Backpackers as activists </li></ul><ul><li>Scientists as originators </li></ul><ul><li>US politicians as policy leaders </li></ul>
    30. 30. Corporate Greening 2.0
    31. 31. Forward Factors Engaging Corporate Communications <ul><li>Approval of cap and trade </li></ul><ul><li>Application of state-led CO2 air rules </li></ul><ul><li>Transparency of business data </li></ul><ul><li>More sophisticated score keeping </li></ul><ul><li>Highly active carbon trading market </li></ul><ul><li>Well funded carbon-constraint R&D </li></ul><ul><li>Well funded public interest campaigns </li></ul>
    32. 32. Crystallizing event
    33. 33. Who needs Washington’s leadership? 2006
    34. 34. ‘ Congress is now taking climate change fairly seriously’ 2007
    35. 35. CO2 can be considered a pollutant 2007
    36. 36. Gas pump crisis
    37. 37. Katrina Gore Governors Congress Supreme Court Fuel prices ‘ GREEN’ BECOMES THE COMEBACK KID
    38. 38. Revival of green activism
    39. 39. “… It is time for civil disobedience to prevent the construction of new coal plants that do not have carbon capture and sequestration.”
    40. 40. March 2, 2009
    41. 41.
    43. 43.
    44. 44. Arrival of the Green team
    45. 45. Energy and Climate Change
    46. 46. <ul><li>CARROTS </li></ul><ul><li>-Renewable energy </li></ul><ul><li>-electric power lines </li></ul><ul><li>-Nuclear waste cleanup </li></ul><ul><li>-Digitized (smart) power grid </li></ul><ul><li>-Advanced vehicles </li></ul><ul><li>-National park improvements </li></ul><ul><li>-Mass transit </li></ul><ul><li>-Industrial site cleanup </li></ul><ul><li>-Wind projects </li></ul><ul><li>-Home conservation </li></ul>
    47. 47.
    48. 48. STICKS
    49. 49. <ul><li>Carbon reduction </li></ul><ul><li>Clean energy economy </li></ul><ul><li>Permit auctions </li></ul><ul><li>Trade protection </li></ul>
    50. 50. IMPLICATIONS OF THE NEW GREEN ERA <ul><li>Links green action, energy and climate change </li></ul><ul><li>Introduces carbonomics to the corporate strategy table </li></ul><ul><li>Touches off innovation, encouraged by government </li></ul><ul><li>Supplants the dynamics of CSR with those of corporate sustainability </li></ul>
    51. 51. Corporate communication moves toward corporate sustainability
    52. 52. <ul><li>“ Green is green” </li></ul><ul><ul><li>Jeff Immelt </li></ul></ul><ul><ul><li>GE, 2005 </li></ul></ul>
    53. 53. US CLIMATE ACTION PARTNERSHIP &quot;We are committed to a pathway that will slow, stop and reverse the growth of U.S. emissions.&quot;
    54. 54. Business for Innovative Climate & Energy Policy (BICEP) is lobbying Congress for tough standards on emissions, renewable energy and energy efficiency. “… How the lack of certainty about emissions regulation is affecting Nike's operations …” How BICEP differs from other business coalitions advocating cap and trade. Sarah Severn, Nike director of corporate sustainability March 13, 2009
    55. 55. “ What you want to do is anticipate trends…and position the company optimally within that context… Understand the trend and say how can I turn a challenge into an opportunity ?” Peter Darbee PG&E, 2007
    57. 57. As corporate communicator, what value do you bring?
    58. 58. Information Confidence Trust Permission
    59. 59. Sustainability communication <ul><li>Business case </li></ul><ul><li>Take it upstairs </li></ul><ul><li>Internal </li></ul><ul><li>Stakeholders </li></ul><ul><li>Collaboration </li></ul><ul><li>Transparency </li></ul><ul><li>Feedback, two-way </li></ul>
    60. 60.
    61. 61. What do PR people do? <ul><li>Diogenes </li></ul><ul><li>lamp holder </li></ul>
    62. 62. Communications Guide Formula <ul><li>Corporate Sustainability </li></ul>CS= E+S+P T
    63. 63.
    64. 64.
    65. 65.
    66. 66.
    67. 68. Truth Proof Accountability Transparency Collaboration
    68. 69.
    69. 70. January 23, 2009
    70. 71.
    71. 72. U.S. Debt Compared With Gross Domestic Product, 1925-2008
    72. 73.
    73. 74. CEO confidence
    74. 75. “ While tackling the economic crisis , Obama is asking Congress to: cut subsidies for big farms; combat global warming with a pollution tax on industries; raise taxes on the wealthy; make big changes to health care, including lower reimbursements for Medicare and Medicaid treatments and prescription drugs.”
    75. 76. “ We need to have a reflationary package, which lays the foundation for future growth. And if we look into the future, it’s actually quite exciting. Because what we see is the biggest technological opportunity that we’ve had for a very long time: as big as the railways, as big as electricity, as big as the motorcar, and, most recently, information technology. It’s the opportunity to go for low-carbon growth. “ Nicholas Stern, March 2009
    76. 77. How does Obama create stakeholders? How do the Obama stakeholders create their stakeholders? What’s the COMMUNICATIONS role?
    77. 78. Why is the medical lobby enthusiastically working to support the President’s health care proposals?
    78. 79. &quot;Obama's opening gambit to dramatically expand the health care system has attracted surprising notes of support from insurers, hospitals and other players in the powerful medical lobby… The lure for the industry is the prospect of tens of millions of new customers : If Obama succeeds in fulfilling his pledge to cover many more Americans, those newly insured people will get checkups, purchase medicine, undergo physical therapy and get surgeries they cannot afford today.“ – Dan Eggen, Ceci Connolly, Washington Post, March 2009
    79. 80. <ul><li>What do PR </li></ul><ul><li>people </li></ul><ul><li>DO? </li></ul>
    80. 81. What do PR people do? <ul><li>create </li></ul><ul><li>stakeholders </li></ul>
    81. 82. What do PR people do? stakeholder stalker
    82. 83. What do PR people do? <ul><li>deal </li></ul><ul><li>maker </li></ul>
    83. 84. Jittery public, Twittery pundits… Will anyone give CONFIDENCE a chance?
    84. 85. What do they have in common? <ul><li>Optisolar </li></ul><ul><li>Ausra </li></ul><ul><li>Heliovolt </li></ul><ul><li>SunPower </li></ul><ul><li>SolarCraft </li></ul><ul><li>Clipper Windpower </li></ul><ul><li>LM Glasbiber </li></ul><ul><li>DMI </li></ul><ul><li>NextEra </li></ul><ul><li>T. Boone Pickens </li></ul>
    85. 86.
    86. 87.
    87. 88.
    88. 89. Most Trusted Companies
    89. 90. Most Trusted Companies
    90. 91. Creating stakeholders in government success <ul><li>&quot; We are asking the American people to trust their government with an unprecedented level of funding to address the economic emergency. In return, we must prove to them that their dollars are being invested in initiatives and strategies that make a difference in their communities and across the country. Following through on our commitments for accountability and openness will create a foundation upon which we can build…&quot; </li></ul><ul><ul><li>President Obama memo to Federal Agencies, February 9, 2009, on the new website, </li></ul></ul>
    91. 92. Do you agree? <ul><li>The most powerful item Obama is selling is his brand, and for now it’s tied up in perceptions of how he achieves things almost as much as what he actually achieves. </li></ul>
    92. 93.
    93. 94.
    94. 96. <ul><li>Energy Industry Says the Future Looks Bright </li></ul><ul><ul><ul><li>Green Inc. survey on November 5, 2008 </li></ul></ul></ul><ul><li>Bank Crisis Deflates Big Hopes in Energy Renewable </li></ul><ul><ul><ul><li>New York Times story on February 4, 2009 </li></ul></ul></ul>
    95. 97. “ Many of our nation's leading environmental groups are making sure human economic well-being is integrated into their work. Some of the largest companies (and smallest) in the United States are boldly pushing for climate change legislation because they see that their economic well-being could be fatally compromised by a ‘hot, flat, and crowded’ planet.”
    96. 98. What are the two basic emotions that drive your company’s stakeholders?
    97. 99. Fear Greed
    98. 100. LUD
    99. 101. Fear Love
    100. 102. Lower the fears Build the love Create confidence Therefore: Earn PERMISSION
    101. 103. The C-suite question is: do we get it? And, if so, what do we do about it? <ul><li>‘ It’ is how fundamentally American economic, social and political conditions have changed. </li></ul><ul><ul><li>An economic bubble has burst </li></ul></ul><ul><ul><li>Social expectations have increased </li></ul></ul><ul><ul><li>Politics have shifted to the left </li></ul></ul><ul><li>What should these fundamental changes mean to our company, our sustainability strategies, our communications? </li></ul>
    102. 104. Corporate Sustainability <ul><li>Understand the fundamentals </li></ul><ul><ul><ul><li>Economic (financial), social, political accountability </li></ul></ul></ul><ul><ul><ul><li>Carbon constraint and carbon economics </li></ul></ul></ul><ul><ul><ul><li>Highly competitive, uncommonly changed business conditions </li></ul></ul></ul><ul><ul><ul><li>Uneasy stakeholders who permit your success </li></ul></ul></ul><ul><li>Build a common sustainable cause among C-officers (CEO, CFO, CRO, CCO, Government Relations…) </li></ul><ul><ul><ul><li>Make transparency and accountability a corporate habit </li></ul></ul></ul><ul><ul><ul><li>Engage stakeholders , learn what they need, and deliver </li></ul></ul></ul><ul><ul><ul><li>Beat the competition </li></ul></ul></ul><ul><li>Localize your engagement, centralize your message </li></ul><ul><ul><ul><li>Make plants, sales offices, communities your front line </li></ul></ul></ul><ul><ul><ul><li>Gather the data, the stories, the evidence and put it together for maximum impact as total-company communications, starting with climate risk and carbon disclosure reporting </li></ul></ul></ul><ul><li>Activate your intranet and Internet </li></ul>
    103. 105. THEY GET IT <ul><ul><li>Plug-in electric car goes on sale first in Washington, DC and San Francisco </li></ul></ul><ul><ul><li>Social… </li></ul></ul><ul><ul><li>Economic… </li></ul></ul><ul><ul><li>Political… </li></ul></ul><ul><li>Chevy Volt 2009 </li></ul>
    104. 106. How can you talk about climate change in this economy? <ul><li>“ Obama can effectively tie conservation, efficiency and renewable energy to jobs, sustainable growth and national security .” </li></ul><ul><ul><li>Riley Dunlap, Oklahoma State sociologist, quoted in article by Andrew Revkin, NYTimes 1/23/09 </li></ul></ul>
    105. 107. Carbon capture
    106. 108. Corporate Communication Fundamentals <ul><li>Make it clear </li></ul><ul><li>Make it timely </li></ul><ul><li>Make it relevant </li></ul><ul><li>Make it reciprocal </li></ul><ul><li>Make it stick </li></ul>
    107. 109. Making the climate message stick <ul><li>Carol Browner, White House </li></ul><ul><li>“ Taking action now…will drive the creation of a clean energy economy, in which we exchange carbon-dependency for greater energy independence and new clean energy jobs . ” </li></ul><ul><li>Dave Hawkins, NRDC </li></ul><ul><li>&quot;I think that politicians and the average person are going to sit up and take notice and listen to [President Obama] when he explains, as he did very clearly [on Jan. 26], the linkage between climate, energy security and the economy .&quot; </li></ul>
    109. 111.
    110. 112.
    111. 113.
    112. 114.
    113. 115. Create stakeholders in your success
    114. 116. <ul><li>Ideas of the book </li></ul><ul><ul><li>Corporate greening has changed to embrace energy issues </li></ul></ul><ul><ul><li>Major factors in the change </li></ul></ul>
    115. 117. <ul><li>Competition insights </li></ul><ul><li>Stakeholder social capital </li></ul><ul><li>Political climate </li></ul><ul><li>Carbonomics factors </li></ul><ul><li>GHG disclosure </li></ul><ul><li>Collaboration </li></ul><ul><li>options </li></ul>
    116. 118. Crystallizing event