The rise in energy prices has raised operational costs for many companies. At the same time, it has raised scrutiny about corporate energy consumption. What's a company to do?

Boy, oh boy, have we been hearing this question a lot lately. And it's a fair question: What IS a company to do?

In a word, TALK about it. Talk about your commitment to start now and improve going forward. And how do companies talk? In their websites, in interviews and articles, in communications materials they send to their stakeholders and customers, and most importantly with the actions they take.

You don't have to move your company to a LEEDs building or make drastic changes in how you operate. If you're making an effort — recycling, powering down computers at night, using energy efficient light bulbs, adjusting thermostats at off-times, working toward paperless workflow, offering car pool incentives to employees, sponsoring green events or starting a green program or policy — talk about it in employee and customer communications materials, like newsletters, inter-office or customer emailers, or even a brief social responsibility report. The benefit to your company in public perception and employee pride is greater than the cost of development and production — often, by far.

Watch the tone.

The key to gaining public confidence is authenticity. Make sure the tone and language (both verbal and visual) of any communications you send to employees and customers is humble and sincere. Being understated can't be overstated enough. Focus your language on how you're going to get your company from where you are, to where you want to be.

Don't be reluctant to admit you aren't as green or environmentally focused as you'd like to be. Admit imperfection. Then quickly communicate what you intend to do differently about it. Don't dwell on shortcomings, obviously, but if you aren't authentic about admitting to them, you risk putting your credibility into question. "Greenwashing" the issue with a tone in your communications that says, "no problem with us, we have this all under control" isn't going to serve you well. We understand — it goes against instinct to admit imperfection, much less create a communication piece that states it outright; but doing so creates a trust between you and your employees and customers that can be invaluable to your company.

If we can help you navigate the territory of marketing your company's environmentalism and social responsibility efforts or help you learn about FSC certified printing, contact us at insight180:green. We'd love to help.