Corporate Greening 2.0

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Information about Corporate Greening 2.0

Published on March 20, 2009

Author: bruceharrison

Source: slideshare.net

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Slides in Bruce Harrison presentation on corporate communications and corporategreening

Corporate Greening 2.0 E. Bruce Harrison EnviroComm International

“ I’m in PR.” What do you do ?



Who are the stakeholders? What do they need to know? Therefore, what do I do?

“ I’m in PR.” What do you do ?

I help to create stakeholders in the success of my organization

Company success depends on stakeholder permission

A definition of PR The management process of creating stakeholders in the success of the organization .



I am Bruce Harrison My topic today is… Creating and communicating corporate climate change and sustainability strategies

CORPORATE GREENING What’s happened? When and how did it change? What’s likely to happen? Who are the stakeholders ? What do they need from communicators? What do we need to know? What do public relations people do ?

What’s happened?

When and how did it change?

What’s likely to happen?

Who are the stakeholders ?

What do they need from communicators?

What do we need to know?

What do public relations people do ?

As the chief communicator, what value can you bring?

"If you don't have a seat at the table, you'll wind up on the menu.“ - Jim Rogers, CEO, Duke Energy

“ 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

SAMPEG











1971

1973

1971



1987

1992

Implications of Corporate Greening 1.0 1960s – 1990s

1. Sustainable development as an accepted international relations theory 2. Climate change as a global political theory 3. Corporate sustainability as a global business practice

1. Sustainable development as an accepted international relations theory

2. Climate change as a

global political theory

3. Corporate

sustainability

as a global

business practice

Key sociopolitical Implications Backpackers as activists Scientists as originators US politicians as policy leaders

Backpackers as activists

Scientists as originators

US politicians as policy leaders

Corporate Greening 2.0

Forward Factors Engaging Corporate Communications Approval of cap and trade Application of state-led CO2 air rules Transparency of business data More sophisticated score keeping Highly active carbon trading market Well funded carbon-constraint R&D Well funded public interest campaigns

Approval of cap and trade

Application of state-led CO2 air rules

Transparency of business data

More sophisticated score keeping

Highly active carbon trading market

Well funded carbon-constraint R&D

Well funded public interest campaigns

Crystallizing event

Who needs Washington’s leadership? 2006

‘ Congress is now taking climate change fairly seriously’ 2007

CO2 can be considered a pollutant 2007

Gas pump crisis

Katrina Gore Governors Congress Supreme Court Fuel prices ‘ GREEN’ BECOMES THE COMEBACK KID

Revival of green activism

“… It is time for civil disobedience to prevent the construction of new coal plants that do not have carbon capture and sequestration.”

March 2, 2009



BUSINESS INVESTOR ACTIVISM



Arrival of the Green team

Energy and Climate Change

CARROTS -Renewable energy -electric power lines -Nuclear waste cleanup -Digitized (smart) power grid -Advanced vehicles -National park improvements -Mass transit -Industrial site cleanup -Wind projects -Home conservation

CARROTS

-Renewable energy

-electric power lines

-Nuclear waste cleanup

-Digitized (smart) power grid

-Advanced vehicles

-National park improvements

-Mass transit

-Industrial site cleanup

-Wind projects

-Home conservation



STICKS

Carbon reduction Clean energy economy Permit auctions Trade protection

Carbon reduction

Clean energy economy

Permit auctions

Trade protection

IMPLICATIONS OF THE NEW GREEN ERA Links green action, energy and climate change Introduces carbonomics to the corporate strategy table Touches off innovation, encouraged by government Supplants the dynamics of CSR with those of corporate sustainability

Links green action, energy and climate change

Introduces carbonomics to the corporate strategy table

Touches off innovation, encouraged by government

Supplants the dynamics of CSR with those of corporate sustainability

Corporate communication moves toward corporate sustainability

“ Green is green” Jeff Immelt GE, 2005

“ Green is green”

Jeff Immelt

GE, 2005

US CLIMATE ACTION PARTNERSHIP "We are committed to a pathway that will slow, stop and reverse the growth of U.S. emissions."

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

“ 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

‘ I NEVER PREDICT. I JUST LOOK OUT THE WINDOW AND SEE WHAT’S VISIBLE-- BUT NOT YET SEEN’

As corporate communicator, what value do you bring?

Information Confidence Trust Permission

Sustainability communication Business case Take it upstairs Internal Stakeholders Collaboration Transparency Feedback, two-way

Business case

Take it upstairs

Internal

Stakeholders

Collaboration

Transparency

Feedback, two-way



What do PR people do? Diogenes lamp holder

Diogenes

lamp holder

Communications Guide Formula Corporate Sustainability CS= E+S+P T

Corporate Sustainability









 

Truth Proof Accountability Transparency Collaboration



January 23, 2009



U.S. Debt Compared With Gross Domestic Product, 1925-2008



CEO confidence

“ 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.”

“ 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

How does Obama create stakeholders? How do the Obama stakeholders create their stakeholders? What’s the COMMUNICATIONS role?

Why is the medical lobby enthusiastically working to support the President’s health care proposals?

"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

What do PR people DO?

What do PR

people

DO?

What do PR people do? create stakeholders

create

stakeholders

What do PR people do? stakeholder stalker

What do PR people do? deal maker

deal

maker

Jittery public, Twittery pundits… Will anyone give CONFIDENCE a chance?

What do they have in common? Optisolar Ausra Heliovolt SunPower SolarCraft Clipper Windpower LM Glasbiber DMI NextEra T. Boone Pickens

Optisolar

Ausra

Heliovolt

SunPower

SolarCraft

Clipper Windpower

LM Glasbiber

DMI

NextEra

T. Boone Pickens







Most Trusted Companies

Most Trusted Companies

Creating stakeholders in government success " 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…" President Obama memo to Federal Agencies, February 9, 2009, on the new website, recovery.gov

" 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…"

President Obama memo to Federal Agencies, February 9, 2009, on the new website, recovery.gov

Do you agree? 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.

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.





 

Energy Industry Says the Future Looks Bright Green Inc. survey on November 5, 2008 Bank Crisis Deflates Big Hopes in Energy Renewable New York Times story on February 4, 2009

Energy Industry Says the Future Looks Bright

Green Inc. survey on November 5, 2008

Bank Crisis Deflates Big Hopes in Energy Renewable

New York Times story on February 4, 2009

“ 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.”

What are the two basic emotions that drive your company’s stakeholders?

Fear Greed

LUD

Fear Love

Lower the fears Build the love Create confidence Therefore: Earn PERMISSION

The C-suite question is: do we get it? And, if so, what do we do about it? ‘ It’ is how fundamentally American economic, social and political conditions have changed. An economic bubble has burst Social expectations have increased Politics have shifted to the left What should these fundamental changes mean to our company, our sustainability strategies, our communications?

‘ It’ is how fundamentally American economic, social and political conditions have changed.

An economic bubble has burst

Social expectations have increased

Politics have shifted to the left

What should these fundamental changes mean to our company, our sustainability strategies, our communications?

Corporate Sustainability Understand the fundamentals Economic (financial), social, political accountability Carbon constraint and carbon economics Highly competitive, uncommonly changed business conditions Uneasy stakeholders who permit your success Build a common sustainable cause among C-officers (CEO, CFO, CRO, CCO, Government Relations…) Make transparency and accountability a corporate habit Engage stakeholders , learn what they need, and deliver Beat the competition Localize your engagement, centralize your message Make plants, sales offices, communities your front line 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 Activate your intranet and Internet

Understand the fundamentals

Economic (financial), social, political accountability

Carbon constraint and carbon economics

Highly competitive, uncommonly changed business conditions

Uneasy stakeholders who permit your success

Build a common sustainable cause among C-officers (CEO, CFO, CRO, CCO, Government Relations…)

Make transparency and accountability a corporate habit

Engage stakeholders , learn what they need, and deliver

Beat the competition

Localize your engagement, centralize your message

Make plants, sales offices, communities your front line

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

Activate your intranet and Internet

THEY GET IT Plug-in electric car goes on sale first in Washington, DC and San Francisco Social… Economic… Political… Chevy Volt 2009

Plug-in electric car goes on sale first in Washington, DC and San Francisco

Social…

Economic…

Political…

Chevy Volt 2009

How can you talk about climate change in this economy? “ Obama can effectively tie conservation, efficiency and renewable energy to jobs, sustainable growth and national security .” Riley Dunlap, Oklahoma State sociologist, quoted in article by Andrew Revkin, NYTimes 1/23/09

“ Obama can effectively tie conservation, efficiency and renewable energy to jobs, sustainable growth and national security .”

Riley Dunlap, Oklahoma State sociologist, quoted in article by Andrew Revkin, NYTimes 1/23/09

Carbon capture

Corporate Communication Fundamentals Make it clear Make it timely Make it relevant Make it reciprocal Make it stick

Make it clear

Make it timely

Make it relevant

Make it reciprocal

Make it stick

Making the climate message stick Carol Browner, White House “ 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 . ” Dave Hawkins, NRDC "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 ."

Carol Browner, White House

“ 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 . ”

Dave Hawkins, NRDC

"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 ."

‘ CLIMATE CHANGE’ ‘ GREEN ENERGY’ ‘ CARBON POLLUTION’









Create stakeholders in your success

Ideas of the book Corporate greening has changed to embrace energy issues Major factors in the change

Ideas of the book

Corporate greening has changed to embrace energy issues

Major factors in the change

Competition insights Stakeholder social capital Political climate Carbonomics factors GHG disclosure Collaboration options

Competition insights

Stakeholder social capital

Political climate

Carbonomics factors

GHG disclosure

Collaboration

options

Crystallizing event

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