From Wetherspoon calling time on plastic straws to companies turning waste into sustainable biofuel – our industry has never been more energised by sustainability.
It makes sense. Waste is a thief. And today’s environmentally conscious consumers want to buy from businesses that think and act like they do.
But while businesses are getting better and better at acting sustainably – they’re not always as good at shouting about it. And that’s a shame.
Because – with the right comms – doing good becomes very good business.
Be ‘always-on’ for storytelling
Every time an email pings round your company with a new CSR story or an update on an existing initiative – your first thought should be about doing an external story. The media is hungry for good stories around sustainability – particularly key milestones being hit, new initiatives being launched, or new partnerships. It won’t always be appropriate, but if your default setting is to always consider it – you’ll never miss an opportunity again.
Top tip: Even if it’s not worth working up a full media release, it might be perfect for social media. Don’t forget to sweat all the channels in your arsenal.
Most major foodservice media houses run CSR award categories. There are even some that focus solely on sustainability. And many are completely free to enter. Once you’ve identified the awards you want to go for, it’s just a case of clearly demonstrating what you did, why you did it, and what impact it’s had.
Top tip: Read the criteria carefully. Judges will tell you what they’re looking for – but it’s up to you to make sure you’re not overlooked.
Invite journalists to see it in action
If a picture says a 1,000 words, then seeing the real deal must be worth 10,000. Getting a journalist down to see, hear, touch, and taste what you’re doing can be a great way to secure standout coverage. And it’s not something that requires a huge amount of effort either. You’re already doing the hard work. All you have to do is open the door.
Top tip: No one likes being spammed. Do your research to find out which journalists are writing about the sort of things you’re doing – then think carefully about your pitch before you make contact.
Telling stories that inspire action. That’s what we bring to the table. Want to pull up a chair?