When it's time to tell your sustainability story

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Let’s assume you’re reading this column because you’ve already gone green. You have a strategy. You’ve spent at least one year racking up accomplishments. You’re proud of what you’ve achieved, and you’re ready to share it with your employees, customers, shareholders, supply chain and other stakeholders.

Communications are an important part of your overall corporate social responsibility program. Think of it as a two-pronged strategy: one is the corporate report, which, much like an annual report, is a serious business document. It is science- and fact-based and filled with the data that illustrates your corporate responsibility activities. Ideally, it is searchable and easy to navigate. Its job is to provide clear, transparent information.

The other aspect of your CSR communications is the narrative, or story, that puts all those activities into the larger context of your business operations. This is not a fluff piece nor a bit of last-resort marketing spin when your results fall short of your goals. It is a critical element that helps your audience understand the full measure of your commitment to corporate responsibility.

When you are ready to start writing your sustainability story, five guideposts will steer you in the right direction.

1. Be relevant. Being green is great, but what do the changes you’ve made in your business mean to the person reading the report? How do they benefit? Are you helping them to be more sustainable too? Think about your audience and find ways to extend your experience so that they too may profit.

2. Share your values. Corporate responsibility is a marathon, not a sprint. Your values establish the foundation upon which everything else is built. They provide continuity through the ups and downs every business experiences. You are unlikely to be doing everything right today, and who knows what kind of challenge tomorrow will bring. Communicating your values will help your audience understand your intentions when things go a little sideways.

3. Make it human. Your sustainability story is about metric tons, kilowatts and megahertz. Make sure it’s also about people. Your employees. Your customers. The people in the communities where you operate. Make your story human. You will create stronger and more meaningful connections.

4. Welcome others in. Today’s buzz around social media rivals the din created by vuvuzelas at a World Cup match, but this is no place to turn a deaf ear. You must—I repeat, must—pave the way for others to participate in the conversation. Be open, truthful and responsive—never dismissive or defensive.

5. Finish strong. Don’t underestimate the importance of telling your story well. Create a compelling concept. Develop a distinct voice. Both will help you be memorable. As always, be concise. Make your point cleanly and clearly, then move on.

And, when you’re done, be sure to publish and promote your story. Combine it with the data-driven corporate report for a full explanation of your company’s environmental and social responsibility program. By helping employees and other stakeholders understand what you are working on and how they can contribute, you can accelerate progress toward your sustainability goals.

Betsy Henning is CEO of AHA!, a strategic communications firm in Vancouver, Wa. Read AHA!’s own sustainability story here.