In the prior post in this series, I talked about galvanizing the will to change through "bringing the outside in"--learning what customers, the press, influencers--really anyone--thinks about the company, its products, its marketplace, industry, etc.
I am not a fan of press release. 99% of press releases issued everyday are junk and there are just too much noises out there. But companies need to use this to distribute important news about their companies.
I came across this set of slides from Joery Bruijntjes about PR 2.0. How the world of Public Relations has moved on from a traditional (1.0) world where journalists are the middleman, to a new (2.0) world where people create their own content. And how
An article in the New York Times (requires free registration or use Bugmenot for a one-time password) profiles how Wal-Mart have taken on their detractors with a pro-active PR campaign, run by a number of ex political campaigners.
You wouldn't think that the world of green business would need much more publicity, given all the media stories, blogs, websites, TV shows, billboards, events, and other shout-outs plugging green companies, products, and services.
The good news is that companies, even big ones, are waking up to the power of online communities, and that they are taking steps like starting their own communities for discussion, ratings, reviews, and social networking as well as participating at other sites. The bad news is that sometimes they get carried away.