Ever since green got so chic, reporters have been inundated with pitches from businesses that want press for their green practices. The Austin-American Statesman addresses this in its eco-blog this week. Asher Price writes, “Broadly speaking, of course, these efforts are to be applauded. But many of these businesses are doing what you or I might do: They change their lightbulbs or they put more insulation in their roofs.”
Price mentions a local dentist who wanted media coverage for keeping an energy-efficient building, water system, and lighting fixtures. The dental office obviously got the attention it wanted. But as more businesses go green, what constitutes a newsworthy environmental practice? Of course, the answer is complicated. Large corporations have deep ecological footprints, so their practices will naturally garner more coverage — and scrutiny — than small businesses. Yet small companies often have the freedom to experiment with more innovative green technology.
Any thoughts on what makes a newsworthy green practice now?