Q. Following a recent press interview, my business has attracted some negative publicity about its environmental impact. However, we operate within legal limits and are cleaner than most of our competitors – many of whom are based overseas in less stringent regulatory climates. What can I do to rescue our reputation?
Andy Hood writes:

It’s great to hear you’re adhering to all the legal limits – now, to bolster your reputation, examine how your company can go beyond them. Use the many sources of advice on green issues, including your local authority and Chamber of Commerce, to develop an effective and sustainable green policy. Once you have decided on a plan that you can implement, get good advice on planning, development and presentation, which will stave off criticism, save you money and reduce your environmental impact.

This then needs to be effectively communicated to the media. Your experience with the press so far should not deter you from using it to boost your company’s green credentials in the future. Though many company directors feel they shouldn’t need to ‘spin’ something they believe in, it’s important to get the message over clearly and concisely. A good PR company should be able to manage the process of organising media coverage and prepare you for media briefings and interviews. It should also help restore your reputation, and establish you as a socially responsible business that takes environmental issues seriously. This can boost your brand profile and sales, as consumers are increasingly looking to buy ‘green’. Good PR can also help you get buy-in from staff, to achieve something that you can all take pride in. This creates a real sense of teamwork in tackling an issue that concerns us all.

I understand your concerns about competitors operating in less stringent regulatory climates, however, emphasising their environmental negligence will not help your business. You should concentrate on raising your company’s green profile and publicise your green initiatives and policies.

Andy Hood is co-founder and managing director of Sarian Systems, a UK manufacturer of networking equipment for a wide range of different industries. www.sariansystems.co.uk