The new, environmentally conscious marketplace rewards sincerity and ethical behavior, so these days companies must become authentically socially responsible. They must also publicize their positive contributions. Tom Curtin outlines a strategy for communicating to the public about green issues, providing sensible guidelines for analyzing your business and preparing for potential eco-crises. Curtin is an environmental skeptic. He doesn't believe in global warming and he considers green organizations to be gathering places for hysterics. He doesn't seem to be aware that preserving the environment is a major concern for people around the world; it's not just a hobby for tree huggers in the West. Still, you'll have to agree with him that the best defense is a good offense. His suggestions can help you handle potentially volatile ecological problems with competence. getAbstract recommends this book to corporate communicators who want to be prepared to respond to environmental advocates.
Author(s): Tom Curtin; And Jacqueline Jones
Publisher: MACMILLAN BUSINESS
Year: 2000
Language: English
Pages: 220
Cover......Page 1
Contents......Page 8
List of Figures and Tables......Page 12
Acknowledgements......Page 14
Part I Introduction......Page 16
1 Corporate Reputation in a 'Green' World......Page 18
Part II The World of Green Issues......Page 22
2 The Rise of Environmental Consciousness and Conscience......Page 24
3 What Makes a Green Issue?......Page 32
4 The Environmental Movement – Corporations for a New Millennium......Page 44
Part III The Practical Management of Green Issues......Page 50
5 Identifying and Segmenting Stakeholders......Page 52
6 Stakeholders within the Power Pyramid......Page 70
7 The Stakeholder Diagnostic......Page 80
8 Launching and Managing Issues-related Projects......Page 94
9 Finding Third Party Advocates......Page 112
10 Getting TPAs to Act on a Project......Page 122
Part IV Communication Tools......Page 134
11 The Use and Limitations of Traditional Marketing-led Mass Communication Techniques......Page 136
12 Market Research: What do People Really Think and does it Matter?......Page 149
13 Dealing with the Media......Page 160
14 Managing Public Meetings......Page 182
Part V Environmental Credentials......Page 200
15 Establishing and Maintaining Environmental Credentials......Page 202
16 Conclusion: Green can be Irrational......Page 210
C......Page 215
G......Page 216
M......Page 217
P......Page 218
T......Page 219
Y......Page 220
