With the ever-increasing urgency of the climate crisis, communicating effectively about sustainability initiatives is key to influencing real change. Whether the goal is to elevate public awareness and support about environmental issues or implement and advocate for internal sustainable initiatives, communications can energize others to take action and commit themselves to the cause. At Taft, we partner with businesses and nonprofits to amplify their sustainability goals, harnessing our expertise to craft compelling narratives that inspire meaningful change.
Recently I sat down with Jayne O’Connor, Taft senior vice president and sustainability lead — and former press secretary to NJ Gov. Christine Todd Whitman — to hear her insights into our sustainability communications approach and how we help our clients fulfill their purpose and achieve their goals.
Olivia DeGirolamo: How does Taft approach sustainability communications, and how does it benefit our clients across sectors?
Jayne O’Connor: Our approach is rooted in our extensive work with environmental advocacy organizations. We’ve developed specialized expertise in crafting powerful messages about sustainability issues — climate change, land preservation, clean energy — that resonate with diverse and sometimes opposing audiences. It’s critical to keep in mind that people have very different views about sustainability and come from different places on the political spectrum. Messaging that works with some doesn’t necessarily work with others.
For example, when communicating to employees, it’s important that we have a good read on where they stand on the company’s sustainability and climate policies so we can develop compelling messaging that can persuade, motivate, or at least neutralize views to advance the company’s programs. We use a research-based, campaign-style approach that employs multiple communications tactics to effectively reach and engage our audiences through the channels from which they are most comfortable receiving information.
OD: Can you share a case study where Taft’s communications strategy significantly advanced a client’s goals?
JO: ReThink Energy NJ is a great example. Their goal was to stop PennEast, an interstate gas pipeline, and advance policies needed for the clean energy transition in New Jersey. We helped them brand, launch, and message the campaign; manage their website and social media; and execute public relations and digital strategies. Our tactics included establishing ReThink as a thought leader on clean energy issues, running paid media campaigns, and building a social media community from the ground up that now totals more than 50,000 followers. These actions kept the issue in front of political and policy influencers (one case escalated to the U.S. Supreme Court), placed PennEast on the defensive, and ultimately forced them to abandon the project.
OD: What should clients consider when choosing a PR firm to elevate their sustainability communications?
JO: Look for a firm with substantial experience in sustainability. It’s important to choose a firm that understands the nuances of the field and can effectively communicate with a wide range of stakeholders and viewpoints. Additionally, consider firms that work with a diverse mix of clients from different sectors, including businesses, nonprofits, and foundations. While these clients are very different from each other, the learnings from each provide great insights that a firm like Taft can draw upon to devise creative strategies.
OD: Given your experience as press secretary to a governor, how do you navigate the complexities of communicating about the environment, clean energy, and sustainability in today’s politically charged climate?
JO: Tailoring messages to specific audiences is essential, especially on politically charged issues. Gov. Whitman, who went on from New Jersey to head the U.S. Environmental Protection Agency, used to say that if her stance had equal support and opposition, she knew her position was the right one!
OD: What advice would you give to clients looking to start or improve their sustainability communications efforts?
JO: We often have only one chance to effectively communicate our sustainability story so it’s critical to get it right. Begin by surveying key stakeholders to gauge their views on the policies or issues you want to communicate. Understanding their starting point and where you need to guide them is crucial. For instance, knowing if employees perceive your sustainability efforts as “greenwashing” (exaggerating environmental impact) can shape your campaign. A recent Harris poll found that while executives in North America rated their companies’ sustainability efforts above average, 58% admitted to greenwashing and 35% agreed that “my company treats sustainability like a PR stunt.” This discouraging finding highlights the importance of understanding stakeholder perceptions and being authentic.
Whether you’re mobilizing advocates to fight a pipeline or building a company culture with environmental sustainability at its core, effective communications is the foundation for driving meaningful change and having the desired impact.
If you’re looking to launch or refine your sustainability communications, get in touch to see how we can help. Send an email or use the form below.
