"Companies are often ahead of bureaucracy when it comes to environmental, health, and safety issues. The problem is to anticipate new requirements and to interact positively with various "publics." Going Green shows you how to create a corporate communication program that makes the public aware of green achievements - and explains how "going green" is related to customer loyalty and higher profits. With a seven-step process to make communication sustainable (and tied to the growing concept of sustainable development), readers can build positive results with regard to environmental awareness, action, and improvement." "You'll also learn how to build a record of successful environmental communication and policy; how to communicate with activists (including dealing with legal issues); how to implement a program through successful (and unsuccessful) corporate stories; how companies are affected by green trends and green crimes; specific executive skills for continuous improvement including listening, public speaking, media relations, government relations, communicating about risk, communicating in a crisis, and more; and how to build a record of successful environmental communication and policy." "Incorporating real-world examples, tested strategies, and personal insights, E. Bruce Harrison describes new and effective steps to tackling the challenges from pressure groups, politicians, and the news media. He identifies major trends that will make environmental public relations a mandate for business executives no matter what the economic, political, or global conflict situation. Going Green is a fresh, practical, easy-to-read book that gives you the winning moves that build public support and respect."--BOOK JACKET.Title Summary field provided by Blackwell North America, Inc. All Rights Reserved