ISM AND ISEG MBA - Développement durable

To succeed in Green Communication, companies have to abide by the following Key Factors of
Success (KFS):
1. To achieve concrete objectives
2. To avoid appearing defensive
3. To be realistic
a. First to be skeptic
b. To maintain product quality
c. To offer the customer a choice
d. To avoid vagueness when referring to nature generally
4. To choose indisputable advertising slots
5. Not to go it alone
6. To be the first
As seen from above, it is essential not to attempt Green Communications in isolation, this is
essential in order to be successful. It seems advantageous therefore, to target several different
actors because they will likely become allies, provided the communication carried out properly.
Internal communication
Green Communication apart, ecological management is increasingly prevalent these days. It
serves to illustrate that for success from Green activities, all departments of the company have to
feel actively involved in the ecological movement. That is why schemes such as protection of the
environment must nurture employee involvement right across the board: research and
development might request the most environmental friendly process; purchasing might seek the
mode of transport rejecting the least pollution or require to enter negotiations with "Green"
suppliers; and marketing might work directly on the product to reduce the volume of packaging
materials. Management will be required to intervene by communicating with employees at all
levels to ensure that they are receptive to this strategy.
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