PR 2.0: How Digital Media Can Help You Build a Sustainable Brand

John Friedman

Jan 2015 · Do Sustainability

About this ebook

If sustainability is central to your business strategy, then 21st century trends in corporate communications apply to you, doubly. From addressing the growing skepticism of traditional corporate messages to finding ways to engage an increasingly participatory and digital-savvy workforce and consumer base, there are new ways to effectively connect with your stakeholders. Use this book to: understand how transparency in corporate responsibility and the increasing importance of digital media have updated the way effective organizations communicate; develop a communications plan for your organization that reaches, and engages, the right stakeholders, using the most appropriate tools and channels; get practical advice on how to 'sell' the use of digital media to skeptical internal stakeholders, including in the c-suite, as part of your mission-advancing communications plan. An effective engagement plan will require the powerful combination of living your values and telling an authentic story, while leveraging the true value of social and digital media. This book will help you make the most of the irrevocable changes in the way people create, share, receive, judge and interact with information.

About the author

JOHN FRIEDMAN is an award-winning communications professional and recognized sustainability expert with more than 25 years of experience as both an external and internal sustainability leader, helping companies, ranging from small companies to leading global enterprises, turn their values into successful business models by integrating their environmental, social, and economic aspirations into their cultures and business practices. @JohnFriedman is recognized as a thought leader on digital media. He is #2 on Triple Pundit’s List of the Top 30 Sustainability Bloggers on Twitter, #3 on GreenBiz list of most influential 'twitterati', #14 on Guardian Business’ 30 most influential sustainability voices in America, and has regularly been included among the top voices in CSR by Forbes’ Brandfog since 2010. His insights on sustainability issues and strategy are regular features on Huffington Post, and he hosts ‘Sound Living with John Friedman’ on EcoPlanetRadio.com. His pieces have also appeared on 3BLMedia, CSRwire, SustainableBrands, Forbes.com, Vaultcareers, and JustMeans. An Albany State (New York) communications graduate, Friedman earned a management certificate as part of the Lafarge/Duke Management Training program at the Fuqua School of Business in 2000.