Public Relations are one area where sustainable businesses have a tremendous advantage over conventional counterparts. As cutting edge businesses that are more selflessly focused not just on their profits but on society, the local economy, and the environment, sustainable businesses make a great story for news and media organizations.
How successful can a good press release be? Yvon Chouinard, founder of Patagonia and author of Let My People Go Surfing: The Education of a Reluctant Businessman, encourages green businesses to use press releases to generate a lot of good, free, publicity:
PR companies will tell you that a favorable, independent press release is worth 3-8 times the same space paid for in an advertisement. Using a more conservative 1-1 formula, we calculated that in 1994, the year we came out with Synchilla fleece made from recycled soda bottles, we generated $5 million worth of free press for the company.
By no means is this process a sure bet. To maximize your chances of success, you’ll need to learn how to effectively use press releases for your sustainable business. And even though social media seems to be changing the face of Public Relations, a well-written press release is still a very powerful tool for promoting your business. Continue reading