ISSUE # 8 MARKETING BLOG
(5 minutes reading time)
Over the years, there have been many companies that have invested much money in CSR activities.
read many social reports, many of which were written in double-spaced and single-sided (to quadrupling the consumption of paper), I had numerous occasions of running into shares of Greenwashing.
What is Greenwashing? Here is the definition from Wikipedia:
Greenwashing is a neologism showing the unjustified appropriation of environmental virtue by businesses, industries, political entities or organizations aimed at creating a positive image of own assets (or products) or ' image mystifying to divert attention from its responsibilities in respect of negative environmental impacts.
Term is one of the words sincrasi green (green, environmentalism) and washing (wash) and could be translated as "with the green wash" or, more ironically, with "green washes whiter."
In other words, you can talk about greenwashing when a company pretends to take care of the environment, making the image of the shares in order to hide activities that are really impacting the environment itself. The case
BP
In recent weeks, I could not not interested in the issue of oil spill from the platform BP in the Gulf of Mexico. Volendomi I tried to document certain activities of BP prior to the disaster, and of course I followed the work of emergency management in terms of marketing and communications.
Since the early 2000s, the CSR activities fake rose from the reworking of the logo in the shape of sunflower green / yellow, the massive investment in advertising that conveyed strong "attention" by the company for renewable energy, even through a change the claim by British Petroleum to beyound Petroleum.
E 'useless to hide, that what has happened in the Gulf of Mexico, regardless of the ballet of responsibility ranging from BP (operator of the plant), Transocean (the owner of the Platform) to Halliburton (manager of the work on board the platform), highlighting how much BP did not invest in renewable energy. The oil spill is not part of that category.
This is a matter of objective fact and undisputable!
addition to the ecological disaster, of which much has been written in the blog industry, I would like to focus on a strategic and common factors that struck me very negatively.
In the weeks following the beginning of the disaster, emergency management from the perspective of communication, results in hand, was awful. However, reading a few sites in the field, I read that the management was described as "absolutely perfect" in terms of reputation.
Perhaps the "sharks" who wrote this, and who happened to be involved in public relations, seeking employment, or perhaps would not be able to better manage the crisis.
AD "sawn" week for the technical management of the emergency, data entry errors and then denied sula quantity of oil flows from the Gulf, photos of fake admissions of guilt with every other day ... sure ... impeccable.
not know who to call in case of crisis communication! A disaster from every point of view, but well run and spotlessly clean.
From strategic point of view, the only decent thing I saw was a website that gave real-time updates and photos ... but it's all what you can do in terms of communication with the powerful means of BP?
Needless to say, who cares about the real activities of CSR can not help but think about the real victims of the disaster, environmental harm to useless and millions of dollars spent every day trying to rearrange the damage caused by strict liability and emerged beyond doubt in recent weeks. To be clear: "Disasters do not happen, but through its responsibilities is causing. "
The latest demonstration of how our actions affect exponential in terms of what surrounds us, to what is now required a more strategic and professional ethics factor.
Here are some links to web pages related to the Greenwashing, which I used for writing this post, take a look, because there are other interesting examples.
Meanwhile ... more to follow, speaks to what you read with others around you, do not stop to read up and improve. And 'your own and our responsibility.
soon.
Emmanuel Macaluso
Definition of Greenwashing by Wikipedia:
http://it.wikipedia.org/wiki/Greenwashing
Video CSR / BP Greenwashing
http://www. youtube.com / watch? v = p9m7jo5I1GQ & feature = player_embedded
Information taken from the site "International consumers' CSR-BP and the list of the worst 5 spot in the field of Greenwashing
http://www. consumersinternational.org / Templates / Internal.asp? int1stParentNodeID & NodeID = 100461 = 100052 = 89650 & int2ndParentNodeID
http://robertolapira.nova100.ilsole24ore.com/2009/12/greenwashing-i-cinque-peggiori-spot-del-2009-decisi-da-consumer-international-.html
articles on various If BP - Greenwashing and post disaster communication
http://www.ferpi.it/ferpi/novita/notizie_rp/media/bp-disastro-s-ma-ben-gestito/notizia_rp/41352/9
http://fai.informazione.it/p/8917AE2A-31F6-476E-90AB-35714A688FFB/Con-lo-spot-gli-inquinatori-sono-verdiNon-solo-Bp-boom-del-greenwashing
http://webcache.googleusercontent.com/search?q=cache:dShkE66isdsJ:alessandroingegno.wordpress.com/2010/06/06/bp-e-il-greenwashing/+greenwashing+bp&cd=1 & ; hl = en & ct = clnk & gl = en & lr = lang_en
0 comments:
Post a Comment