Good and Bad PR

Green Building and PR

by Jill

In an interview with WorkInPR, Pam Worner, founder of Green Dog Enterprises, Inc., a consulting firm devoted to promoting green construction practices and helping businesses succeed in the green building market, said, “Green means a lot of things to a lot of people, but there are definitely some key drivers.”

Demographic vs. Geographic Factors
I had an opportunity to listen to a green building Web cast titled, “What is Green? Professional Builder’s Dream Building Web Cast.” The Web cast addressed several factors used to define green. For example, green can be defined demographically. According to the Web cast, age matters. Generations X and Y are pro-environment and concerned with the future as a result of growing retirement issues and global warming. However, baby boomers are less eco-savvy, even though they find the benefits of green building, including better health and the ability to save money appealing. As a result, builders must use different tactics to appeal to these groups.

The Web cast also described green geographically as location plays an important role in green building. For instance, a panelist suggested that builders in southern states used less insulation than those in the north. This is an illustration of how builders adjust their standards to accommodate home buyers in colder climates.

True Green Homes
In contrast, green homes have a constant definition. Most builders agree, green homes are made of green materials, and meet the criteria of both local and national certification programs. Green homes are built with green materials, including recycled wood and energy-efficient appliances.

What role does Green Building play in PR?
As PR professionals, it is our goal to increase the client’s visibility, improve media relations, and create or promote a positive image in the eyes of the public among other things. By introducing green into a builder or architects’ PR plan, we can accomplish these objectives and more. For example, we could pitch stories that place emphasis on the benefits of green building rather than simply demonstrating the features of a home. This could improve relations between builders and consumers by establishing a reputation for the client and answering the home buyer’s question, “What is Green?”

Permalink |  Save on del.ico.us

Commenting is closed for this article.