‘Tis the Season to `Go Green’ With PR

“Green is the new black.”

Over a year ago, that phrase was the centerpiece of one of my clients’ involvement with a design project at her alma mater. You can see some of the efforts to the left, and the story here.

Stories focusing on environmental stewardship are hot this time of year. Witness recent Inside Edge PR releases about Better Homes & Gardens Gloor Realty and McAdam Landscaping here in the Chicago area.

Is there something your business or organization is doing in the “green” category? My advice: think of a fresh way to position it and get the word out to your local media.

PR Focus: Picture this….and this…and this

For more than a year, I have helped McAdam Landscaping share stories about the breadth, depth and quality of its work with the Chicago-area media, as well as nationally.

Increasingly, a pivotal part of that story can be told via photographs, such as ones that are included in this post.

The photos were among those that led to McAdam’s receiving an award for commercial maintenance from the Illinois Landscape Contractors Association.

Media outlets provide simple tools for posting multiple photographs to complement written content, and it’s an avenue that companies and organizations ought to capitalize on more often.

North Shore magazine, for example, is interested in printing a few photographs from a charity fundraiser that was held in January at Five Seasons Sports Club in Northbrook, another Inside Edge PR client.

At sites like Triblocal.com, there are “photo gallery” features that enable anyone to post a variety of photographs that showcase any given story.

You can see samples of some recent Inside Edge PR photo postings here and here.

Quantity of Information Begets Quality PR

In the PR business, you can never gather too much information. Now, choosing what to disseminate–and when, and to whom–those are areas where you want to be more selective.

But out of quantity flows quality.

Case in point: on Monday, I spent three hours with Scott McAdam, president of McAdam Landscaping. I took still photos and shot video at about 20 locations, throughout River Forest and Oak Park, where his company has done its stellar work. It’s all part of a longer-term plan to develop more–and more compelling–ways to communicate his company’s expertise and experience.

Along the way, we discussed a wide range of topics and Scott mentioned that the cost of doing business has grown markedly this year, and a significant reason for that has been the rising cost of fuel. Besides mentioning a fuel additive that he may want to look into (which has provided my vehicles with 10 to 15 percent better efficiency over the years), I tucked the information away for potential media outreach.

Then, this afternoon, I heard from Geoff Williams, a top business writer based in Cincinnati, “asking if you represent any companies (like the landscaping client you have) that involve a lot of transportation – like, a company that has cars, buses or trucks or makes deliveries. For a gas article.”

The article is for a publication with a nationwide subscription of 175,000.

Of course, the dots don’t always connect so neatly–or nearly so quickly. But gather as many dots–or pieces of information about your client, its industry, or even facts that may not seem very relevant at the moment–and you are in a stronger position to do more for your client.