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The signs of global warming are inescapable, and it’s clear that action is needed to combat its effects. Many businesses are now beginning to tackle their CO2 emissions. The initiatives they are rolling out, while starting in the workplace, have far reaching potential benefits beyond their operations and industries as a whole. In fact, they potentially impact millions of people’s lives.

The communications involved in achieving the objectives of these initiatives are essential to their success. Here’s a checklist of eight things you need to do to make your communications fresh, meaningful, and above all, effective.

1. Make sure the programme is understood
In order to address issues of such importance effectively, it's essential that the programme you're embarking on is properly understood. And that means the people responsible for change, and those who will benefit from change both inside and outside your organisation, understand clearly the 'what, why and how' of bringing it about.
 
2. Get the communications climate right
One of the most important ways you can make your communications effective is to breathe life into your programme messages and visual elements. To strip away the glib, tired vocabulary of the 'me too' world, and replace it with a commitment to creating a thought provoking, persuasive dialogue.

The issues we are addressing are too important to be glossed over with comfortable corporate jargon that uses so many words that mean so little. This is about real issues, real people and real lives. Your organisation must not just talk. It must be seen to act. And if it's to act effectively, everyone with a contribution to make has to buy into what's happening for all the right reasons.

3. What are the benefits?
People are often galvanised by positive messages rather than negatives ones. It’s worth considering,  ‘what are the benefits of introducing change to reduce CO2 emissions’?

Can you relate your programme of activity to your brand? What are the benefits of 'doing something about it'? This should be more than a ticked box. It's an action with a continuous objective. One that sets an example in your industry, that your people can be proud of, that attracts customers and that complements what your brand stands for.

Are there ways to communicate the importance of what you're doing to customers and business partners? While the primary objective is to communicate internally, you can tailor this ethical message to attract and retain customers and draw the positive attention of your key influencers and journalists.

4. ‘Where do I stand?’
Define and communicate to the business, teams and individuals, messages in meaningful, clear, realistic and motivational terms. Your messages should allow them to see where they stand, what they can do and how it really counts. Clarify and expand on the rationale behind the need for global and local action. While more and more people are aware of the dangers of global warming and the need to act, the subtleties of carbon offsetting and reduction, and even the need for it at all in the workplace, are still a mystery.

5. Continuous measurement and review
It’s important to monitor the progress of the programme. Define and implement a clear strategy before you start, but be flexible in your approach and responsive to feedback. Be prepared to adapt to changing circumstances both in and outside the business, whether they're global or local.

6. Look forward, playback
A narrative that people can easily understand and empathise with is a powerful tool. Build the story and play it back both internally, to build momentum and morale and externally, to show positive leadership and progress.

7. Take it home
Ensure the positive actions in your programme are designed to go further than the workplace. Show how behavioural changes can reach into everyday actions. This corporate 'generosity' will reflect on the brand, the business and your people, for the benefit of everyone in your organisation.

8. Will it cost the earth?
It's hard to put a price on an initiative with such important potential consequences and benefits, yet that’s not how your CFO will see it. A truly effective carbon reduction programme impacts in so many ways, both in and beyond the workplace. You will therefore need to make realistic assessments of what will be spent, based on the overall strategy and priorities of each stage of the programme. You may want to consider it in terms of head count - the cost per person to achieve your goals, or fix a budget to work from.

These eight elements are, of course, very general and there will be specific factors that will affect you. Rufus Leonard, with its internal communications expertise and close ties to the Carbon Disclosure Project and CarbonSense, is perfectly placed to help you define and refine your specific programme.

 

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