As a follow-up to my previous postings on “green” opportunities for PR firms, it’s interesting to note that I’ve now twice been asked to present before leaders of local Hong Kong energy companies (who are obvious targets) specifically on “new media” – what it is, how it works, what to do about it. New media, that is, when it relates to sustainability. Amazingly, many of them just didn’t know the most basic of basics. Results of a Google search were amazing to them. They couldn’t believe when we Googled their name, the fourth of fifth listing was an activist group, whether international or home grown. When the activist groups are more sophisticated (and entertaining) than you are on the Internet, then you really have to get your act together. So, we’ll try to help them out the best we can.

So, does “green” matter in Greater China? Of course, it does. Does it mean business opportunities for PR firms? Of course, it does. The question is how to make clients who get it to put resources behind it… and those who don’t, to wake up.

Green opportunities for PR firms should steadily increase in the months and years ahead. The interesting opportunities, it seems to me, are for PR folks to think beyond the obvious. For instance, we can focus on the operational aspects of what sustainability really is and how progress can be made through creative ways. Tell a story that’s not so obvious. Unfortunately, many clients are looking for that magic bullet to give them the “I’m green, so love me” credibility. For most, this just doesn’t exist. What can exist for just about any business are “wedges” – smaller measures that over time and when added together throughout an operation can have an accumulative effect which produces real, meaningful results in cleaner production, cleaner living, cleaner everything. That’s an interesting story if you shape it well and then effectively deliver it.

Often in Asia, when it comes to green communications, we must make it a priority to localize a global sustainability positioning in ways that local people can first understand, and then appreciate. Don’t underestimate the potential damage of Western vernacular in the East. If people don’t understand what you’re saying, your efforts can just fall flat.

OK, if you actually do have something credibly “green” you’re doing and you’re communicating it in a locally relevant manner, are the local media really interested? Does only the bad “green” get good ink? Well, to be honest, it’s hit or miss. For instance, no matter what the local public utilities do to improve their sustainability track record – and they are trying – they usually get hammered by activists who get more attention. But, every now and then, media do champion a cause you might think they would normally pass by. In Hong Kong, there’s a beautiful holiday called the Mid-Autumn festival. The highlight is watching children at night walk through the parks with fun or traditional lanterns. In years past, when Hong Kongers would celebrate at the beach, for instance, they would often leave literally tons of garbage behind, including dangerous pieces of metal for BBQs. But a couple years back a local activist (and former legislator) convinced media to champion the cause to simply not leave your trash behind. Amazingly, media covered the clean-up efforts extensively which clearly helped make the effort much more successful than any flier could have done. So, though Hong Kong media are prone to give more attention to that angry activist, they’ll give you a chance… you just need to deliver.

“Green” is both opportunity and threat in Greater China. As I write this post, I’m on my way to listen to Al Gore deliver a presentation in Hong Kong called “Ethics and Sustainability”. The fact that the dinner sold out in about 24 hours and I had to turn clients away who wanted to attend should tell you how high “green” is on the agenda these days in this part of the world. It’s gone from nice to have to strategic imperative.

Like anywhere in the world, going “green” has had its success and failures in Asia. Though not in Greater China, my favorite green success story is in Seoul, where they dug up a highway they had installed years ago over a natural river running downtown. When they dug up the old road, the results were phenomenal, from both an environmental and aesthetic point of view. Who could have believed that green grass and trees were not only more beautiful than concrete, but it could actually lower the temperature in downtown Seoul?

On the mainland (China), of course, there have been nightmares, just too many, from bad air to bad water. But I’m too much of a Sinofile to delve on the negative. The fact is that sustainability is high on China’s agenda and factors prominently into its 11th 5 Year plan which aims to bring harmony between economic development and the natural environment. But what’s really interesting is that China is doing more encouraging than actual doing, leaving a bigger role for business to fill. And, there are plenty of business/government partnerships that are producing meaningful results, particularly MNCs who are actually volunteering to assist local Chinese SMEs in sustainable production methods.

In Hong Kong, a wonderful place where more than 40% of the territory is devoted to the park system, there are problems just too immense to ignore. Air pollution has scared away many ex-pats and businesses pondering where to locate their APAC headquarters who have headed north to Shanghai or south to Singapore. Then, there’s the obvious “duhs” like recycling programs which have no place to really recycle (so it goes to the dump). A local chain recently promoted a stylish “not a plastic bag” handbag but then distributed it inside a plastic bag.

But, I also love Hong Kong too much to delve on the negative as well. One recent move in the right direction is the creation of “LOHAS,” a huge environmentally-friendly residential development that is being built not so far away from HKSAR’s landfill. It might sound strange, but it’s a beautiful use of land that otherwise might have been used for fairly undesirable purposes.

Is there an interest in “going green” in your country?
Here in Germany there is also a seismic shift in the relationship between government, commerce and society that’s resulted in a more environmentally aware culture – new set of expectations as it relates to environmental issues. Because our clients are more involved in the holistic view of their environment, green IT, renewable energies and climate change, are now high priorities for their companies.

What business opportunities does this trend pose for local PR firms?

As the global social conscience is elevated around helping green the planet, many companies are compelled to embrace this direction. They want to share their actions and strengthen their reputation as a company embracing social responsibility. Take the automobile industry for example where companies like BMW are not only talking about going green, but spending money and investing in resources for the development of environment friendly automobiles. It is obvious that they are committed and are now gaining trust and credibility for this. Here at the agency we are focused on helping our clients successfully communicate how they are innovating within today’s society.

Are local media eager to cover these issues?

Of course! Local media is covering these issues, but are very much focused on facts and figures. The message has to be strong and real to get good coverage.

Green PR was my first real area of specialty as a PR consultant and it sent me to the UN Earth Summit in Rio during 1992 on a client project when I was with H&K. Environmental communications campaigns were trendy then, but then they receded. But now with the transcendent importance of global warming and the widespread sense — among the elite anyway — that ‘this time if don’t do anything we’re doomed,’ I think green PR is here to stay.

This is one area where Japan clearly leads the world, including the U.S. Its leadership in green products overseas and in terms of energy efficiency at home is showing the way, and increasingly there’s an expectation that Western multinationals must meet Japanese standards in this country to have a ‘license to operate.’ We can also see — with the Toyota Prius the most famous example — of how there’s a market of huge business potential for green products manufactured and exported by Japanese companies.

In our global opinion leader survey last year [The Edelman Trust Barometer], we found that Japanese stakeholders led all 18 nations in believing that ‘global businesses play a role that no other institutions can in addressing major social and environmental challenges’ (86%), and in believing that ‘companies are held accountable by public opinion’ (92%). When asked about which global issue the companies that they trust should address, 79% of the Japanese opinion leaders identified ‘global warming’, compared to 56% of the European, 42% of the American and 34% of the Chinese opinion leaders surveyed.

So it seems clear that Japanese opinion leaders recognize the power of CSR to build trust for global companies which they believe have a unique role as social and environmental custodians that must answer to public opinion. They are more inclined to reward or to punish companies depending on the extent to which they are perceived to be socially responsible, and so corporations communicating with Japanese audiences must be ready to articulate what stakeholders hope is the positive reality of their CSR commitment. Or else: when we asked stakeholders what would destroy their trust, 68% in Japan said ‘environmental crisis caused by a company’ compared to just 37% in the United States and 58% in the EU.

In Japan, Corporate Social Responsibility is regarded as de rigueur for all multi-national corporations, and it is difficult if not impossible to conceive of a CSR program in Japan that does not involve an environmental element with global warming addressed in some manner. These programs need to be communicated and these stories need to be told, and so we see a massive increase in MNC interest concerning CSR communications consulting. Especially ‘where CSR PR meets crisis communications’ is the sweet spot for any corporate communications campaign these days.

Germany’s economy ministry has fired its PR firm, the Flaskamp AG agency, alleging that it offered to buy advertising in a newspaper in exchange for stories about ministry policy. While you have to applaud the government’s commitment to upholding editorial integrity, I’m wondering if this type of reaction is emblematic of attitudes across Europe. Have any of our readers come across a situation like this before?

The “green” trend is really global since it’s a backwash of globalization. And the target audience for “green” information is everyone! “Green” talk is popular among journalists and opinion leaders worldwide, therefore the society has become aware of environmental protection and wild-life conservation trends. The character of Russian “green”-mania is determined mainly by the achieved social stability that leads to new thinking. This topic is actively discussed by government, business, and NGOs. However, only 12% of citizens can recollect “green” meetings, marches, or other activities, and among those who did [remember]: only 2% participated in such events. That means it’s still [a case of] too much talking.

Going green is arguably the hottest trend in the US right now, and it has subsequently created a lot of opportunities for PR and marketing. Obviously this has long been the case in the UK, but how is it playing out in other countries? What business opportunities does this trend pose for local PR firms? Are local media eager to cover these issues?

What region, aside from your own, do you see as most poised for growth in terms of PR and communications work?

BRIC is on top now. Yet there are some more countries coming up with a great demand in public relations due to their economies becoming sound and balanced. These are the countries that have business with BRIC and therefore adopt the need for communication work. Ukraine and
Kazakhstan are seen at the level where public relations industry has already overcome the “explosion” point and now is acknowledged, understood by the business society and tend to grow.

What role does consumer-generated media (CGM) play in the work you’re doing? As PR professionals in your respective regions, how important is it to engage consumers via this method? What steps do you take to monitor the CGM in your respective regions on behalf of your clients?

Before accessing official internet content users often go through CGM. On one hand there’s a great risk to lose control over the information, on the other hand CGM are more targeted and definitely more trusted. So most managers take their time to see if this channel has enough impact to take a risk.

CGM not only helps to gather information on people’s needs and concerns but also can become a ground for building the community of engaged consumers. Talking about Russia, 20-30 years communities-building was yet provided on a national level from elementary school. Therefore the feeling of belonging and clanship is essential to middle-aged people as well as to the younger ones, who grew up with the internet communities.

How would you describe the climate for public affairs in your region? What effect have both local and global political events had on this?

From the outside, Russia is often accused of the governmental overpressure. Inside we view the problem from a different angle. Russian people don’t take an active part in the life of their native land not because they are pressed or scared, but because they are not provided with enough information of what they can do and how they can make their lives better.

Two years ago Common Chamber was founded. It consists of 126 members who represent Russian elite (scientists, sportsmen, journalists and writers, teachers, legal experts). The main idea of the Common Chamber is to involve people and social organizations into the life of our country, call for the legislative leadership and constantly examine the passing laws.

How would describe the competition for business in your region? In pitches, are you coming up against US-based multinational firms or local agencies?

Both locals and multinational firms have their own segment of clients and therefore rarely have their interests cross. Inside these segments the competition is not against each other but against yourself: to provide exclusive service and exceed clients expectations.

When someone acts strange publicly, they say “oh, this is PR”. So if a client in Russia looks for an agency, the first thing to consider is not the size, the price or the place in the ranking list but the reputation.

How would you describe the talent pool in your region?

We have hundreds of colleges where one can get an education in public relations and marketing communications. Most of the colleges face lack of practitioners, experts and lecturers so public relations graduates often know everything but PR. It’s not at all bad to employ people who have knowledge in psychology, journalism and literature but in most cases these knowledge have nothing to do with the everyday business. So in the job market, overwhelmed with competitors, employers have to cherry-pick talents.

Most of the public relations jobs are in Moscow. The amount of competitors who want to start career in public relations without any experience increased lately. Average age of the employee is 25. Most of them have higher education. Two thirds of competitors are women still most of the employers want to see men on the leading positions.

What region, aside from your own, do you see as most poised for growth in terms of PR and communications work?

China, select markets in Latin America, Russia and Middle East among others will see significant growth over the next decade as these markets open up, more overseas companies set foot in these markets and the local consumer base increases. Some of the markets will also be driven by government driven investments which will fuel growth and increase demand for professional services such as PR.

All said and done BRIC will be the core of this growth and will pose new challenges.

What role does consumer-generated media (CGM) play in the work you’re doing? How important is it to engage consumers via this method? What steps do you take to monitor the CGM in your respective regions on behalf of your clients?

CGM is fairly new to the Indian market and in its infant stage. It will take some time before it becomes visible for most corporate communicators to take notice. Engaging consumers via this method needs a lot of re-learning by PR professionals who are used to control of messaging, being able to shape a particular campaign kind of style which is one way and linear. In this approach criticism or negative feedback is unacceptable and indicative of professional failure.

If you look at CGM this approach simply does not work. There is little control, there is easily multiple possibilities of not so good feedback being generated and more visible than your message etc. Also unlike in the traditional context, trying to manage in the CGM space often worsens a crisis than solving it.

It is good for companies and brands which have a culture of listening if not good, tolerant of diverse opinions and willing to let go.

It is really tough even for open-minded PR professionals to embrace such a medium or tool.

What definitely will happen is that more and more such CGM vehicles will be actively tracked.