12th Jan 2012
Greenpoint PR, a leading specialist public relations consultancy and Writers 4 Management, the professional business writing service behind the book Conversations with Green Gurus, are launching Sustainability Storytelling: a new way to help organisations and brands communicate their sustainability credentials more effectively—without greenwashing.
Drawing on the combined experiences and talents of Greenpoint and Writers 4 Management, Sustainability Storytelling offers clients a methodological approach to devising tangible, memorable ‘green’ stories.
Sustainability Storytelling has three core components: Context, Narrative and Dialogue.
Context: Organisations can struggle to position their sustainability strategy if it is not aligned with stakeholders’ interests and concerns. Sustainability Storytelling can help them focus on what to say, when and to whom.
Narrative: Companies and brands often run a number of sustainability initiatives in parallel. Sustainability Storytelling concentrates on telling one or two stories well. “Audiences need to find the story simple to understand, easy to remember and worth acting upon. You can only achieve this through a powerful single-minded message, which means selecting and bringing to life a narrative that is true and motivating to the audience,” says Michael Saxton of Greenpoint.
Dialogue: Most businesses and brands take a top-down, one-way approach to communicating their sustainability initiatives. The strongest narratives, however, are delivered through two-way channels where audiences can provide feedback and feel engaged with the story. Sustainability Storytelling facilitates this by providing clients with the templates and tools they need to create a long-term, mutually-beneficial dialogue with stakeholders.
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“More organisations are starting to recognise both the opportunities and threats that climate change brings. Yet too many are failing to get their story across to stakeholders in ways that inspire, motivate and create value. This is where Sustainability Storytelling comes into play: building advocacy and positive change for a business or brand’s sustainability credentials and commitments.”
Laura Mazur of Writers 4 Management.
Greenpoint provides PR and communications advice and solutions for organisations and brands at the forefront of the cleantech and low carbon economies.
Greenpoint works for clients who in a variety of ways are tackling climate change, waste and resource depletion through innovation and capital commitment.
29th March 2010
Julie Kirby
PR Director
020 7602 9222 / 07956 955625
Short URL: http://prst.co/jw
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