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Understanding and Preventing Greenwash

Best Practices for Communicators



Hosted by the Public Affairs and Government Section.

Availability
On-Demand, available until Nov. 5, 2015
Recorded Oct. 7, 2014
Full Price: $200
Members: Free!

Category: Branding

Environmental performance has become a strategic business imperative for businesses of all types; it also continues to be a market differentiator. However, you must exercise caution when communicating about your organization’s environmental performance.

While different groups have different nuanced definitions, the gist is the same — if you’re giving the impression that you’re doing more for the environment than you really are, it’s called, “greenwash.” In this session, you’ll gain best practices to help you avoid greenwashing, while at the same time, bolstering your organizations’ environmental credentials.  

Presenters

Judith Webb, APR, senior vice president, marketing and strategy, U.S. Green Building Council

Throughout her 30-year career, Webb has been a sought-after senior counselor on messaging, marketing and managing brand development strategies that deliver awareness, acceptance and results for organizations, and the executive teams that drive them. She has amassed a broad portfolio of experience through corporate, nonprofit and agency engagements, specializing in helping companies become fluent in the new grammar of higher value benefits — sustainability, human health and social entrepreneurship. A University of Georgia J-school graduate, she is active in PRSA, and is a founding member of the GreenEarth PR Network. She lectures widely on communications theory, and provides spokesperson training and executive-level coaching to some of the leading names in green business.


Kara A. Allison, APR, director of communications; government & community relations, Hull & Associates, Inc.

Allison directs Hull's corporate communications and public affairs initiatives, and specializes in state and federal environmental policy issues, media strategy and crisis communications. As a part of Hull’s funding team, she has assisted in securing more than $183 million in grants for brownfields, energy and green development projects. A journalism graduate of Ohio Wesleyan University, Allison has 19 years of experience in public and media relations. She also is a principal at Hull & Associates, Inc., Accredited in Public Relations (APR) and a registered lobbyist in Indiana, Ohio and Pennsylvania.

Participants earn 1.0 APR Maintenance Credits for a webinar. For more information on Accreditation maintenance, visit http://www.prsa.org/Learning/Accreditation.

 


 
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