Other good advice

Other good advice on climate communication

Other good advice

Below follow various recommendations for communication, which may serve as inspiration when you plan how and how much you will disclose about your climate work.


1. Tell the truth

You may receive much bad publicity if you exaggerate or tell half-truths about your climate impact and activities in the area.


2. Be open and honest

In most cases, being open about the company’s climate impact proves to be an advantage. Openness – also with respect to bad cases – can sometimes prevent criticism and bad publicity.


3. Focus on specific results

If the company talks about specific results rather than exclusively about intentions and upcoming projects, this may be easier for the recipient to remember and it may seem more reliable. Make an effort to talk about the significance of greenhouse gas emission reductions. Did they lead to cost reductions, optimise processes or contribute to a fine reputation in the community? There is no definite answer as to how long or how much the company needs to have carried out climate work before the messages can be communicated. This is for the company to decide.


4. Use examples and stories

It is easier to communicate using examples and stories rather than policies, principles and strategies. If, for instance, the company has improved the efficiency of production, pleased the employees or won more customers – then talk about specific measures taken and their importance in practice. Use details and a story from “real life” to make policies, principles and strategies more interesting.


5. Relevance in a greater context

Put climate activities into a wider social context so their relevance is apparent to the recipient. Highlight, for instance, global climate change and the company’s direct impact on the community – or describe how your climate activities have led to new products in demand at the same time as the company helps solving global climate problems.


6. Measure effects

It can prove valuable to your company to assess the effect of your communication on the recipient. A good measurement will help you target your work to communicate various measures at various target groups. You can assess the effect of your communication in different ways. One simple approach is to contact one of your main stakeholders directly – or have a firm of consultants do it – and have them assess your efforts. A more sophisticated approach is to have an opinion research institute study your overall reputation as a responsible environmentally-active company. Regardless of approach, the results of measuring the effects may benefit your continued communication work and help support prioritisation of the area.


7. Have others support your message

One possible approach is to have your partners talk about your climate activities. Your reliability will be boosted if a partner, a person from the public authorities or an environmental organisation makes a positive statement about your company’s climate activities.


8. Take part in relevant climate initiatives

By joining one or more such initiatives, a company can show commitment and obtain detailed knowledge about what other companies do in this respect. One example of an international climate initiative that companies can endorse is the Caring for Climate initiative under the UN Global Compact.

> Further information is available on the Global Compact website

På Klimakompasset kan du få inspiration til at udarbejde en klimastrategi, som kan reducere din virksomheds udledning af CO2 og andre drivhusgasser.