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The Handbook of Strategic Public Relations and Integrated Marketing Communications by Clarke Caywood

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CHAPTER 28ENVIRONMENTAL COMMUNICATION: A Matter of Relationships, Trust and Planning

Susan Croce Kelly, APRPresident, Kirkpatrick International, Inc.

Think like a wise man, but communicate in the language of the people.

—William Butler Yeats

These days, in our world of instant communication and instant access to information, there is no wiggle room between talking the talk and walking the walk. There are too many people watching.

A company that wants to be seen as a good environmental citizen or wants to effect a positive outcome on an environmental issue/initiative has to be a good environmental citizen or be taking significant steps in that direction. The public demands action, wants answers and will tell the rest of the world if those things ...

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