The introduction of carbon reduction policy has got Australian businesses thinking around what issues they need to consider, and plans they need to put in place to respond to a carbon constrained economy. It’s similarly dominated a lot of the national media attention at a political, business and consumer level.
The carbon debate in Australia provides a challenge and an opportunity for PR practitioners and highlights some of the strategic challenges in staying relevant in a highly competitive and cluttered media debate.
Watching the business response is fascinating. Some companies have gone hard on trying to demonstrate ‘green credentials’ – some of these are legitimate, however many are clearly a having a go at getting some share of voice on a hot issue. Others are saying nothing.
Having a position on how they will respond to the new, reduced carbon economy is essential to businesses for three reasons:
1. There will potentially be a direct economic impact from a carbon tax
2. Companies will be required to reduce carbon emissions (either by policy or economic effect of the tax on bottom lines)
3. Customers, shareholders and other stakeholders care about companies’ carbon emissions, are concerned about global warming and will increasingly seek out products and services from companies that can demonstrate meaningful approaches
What does this mean for the communications industry?
• It’s critical to understand carbon policy and potential implications – regardless of sector
• Determine if you have a strategy on carbon and if it’s relevant to the agenda – what’s your company’s position? How can you clearly articulate it?
• Understand the media agenda. What issues are they interested in? How is the agenda relevant to your business?
• Think about the political implications – do you want to be out there publicly in the political debate, or focus more on your business initiatives?
• Globally, many other countries have already introduced carbon reduction policies and taxes – how has business responded and who’s handled it well from a communications perspective?
The opportunity is that by understanding these issues, a strategic PR program can both clearly communicate your company’s position, and effectively leverage the media agenda to position your company as a thought leader and innovator to the market and your customers.
