Ecological public relation as a way of projecting positive image of enterprise icon

Ecological public relation as a way of projecting positive image of enterprise




НазваEcological public relation as a way of projecting positive image of enterprise
Дата16.07.2012
Розмір8.08 Kb.
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ECOLOGICAL PUBLIC RELATION AS A WAY OF PROJECTING POSITIVE IMAGE OF ENTERPRISE




Victoria Lapa


Sumy State University, Ukraine


Nowadays priority problems of society become problems of environmental protection, ecology of individual regions and the whole world as main factors, which determine our future well-being.

That’s why one of the important part of enterprise strategy become taking into account ecological aspects of business. In 1980th marketing concept was get rich by system of ecological estimation. Businessmen paid their attention that consumers not only wanted to satisfy their needs but also they wanted to include factors of life quality increase. This concept not include only sufficiency and adequacy of high quality goods and services but even improvement of the human environment.

And it is very important to analyze and take into consideration this need of human being in ecological safety (first of all his right to clean health and favourable for living environment).

Enterprises began to develop and realize programs of processing of wastes, recycling of wastes, implantation new wasteless and energy-saving technologies, etc. Nowadays green marketing is used by most forward looking companies and firms.

One of the priority guidelines of enterprise evolution is ensuring an openness of this firm, which undoubtedly make more reliable and trustworthy positive back relationship with consumers. When producer honestly and professionally tells about his production, he will provide with adequate information to his clients and community as a whole.

If there is a shortage of information, negative information could be spread, consumers will not buy production of this firm, firm’s reputation suffer from this and a company position in a market will be become weaker.

And just that’s why ecological public relation must become one of the components of enterprise activity.

Ecological public relation is cooperation with community in a way of research social opinion and coordination organization activity with common interests in a field of environment.

The main goal of ecological public relation is to attract attention of large sections of the public to ecological problems both global and local for providing sustainable development of society.

We should to note that ecological public relation activities can’t happen themselves only to attract attention. If after advancing a slogan during such actions people will not see concrete effects it could lead to danger situation for organization and in future bring it negative fatal consequences.

It’s not enough only to do something well (different nature-conservative measures, charitable actions) and tell people about it. A complete responsible public relation has to pose following problems:

  • tell what you are doing;

  • ask others if they agree with your dealing;

  • explain others your motivation to do just in such way;

  • take into consideration others interests in making decision.

The main tools of ecological public relation are:

  • announcement for mass-media;

  • information for workers;

  • ecological report;

  • ecological charity;

  • specialist work in this field of study;

  • working with inhabitants of a region – neighbors of organizations;

  • etc.

Ecological public relation is a factor of socially oriented relationship. It is a model of two-way communication. He appeared as reaction of entrepreneur structure on changing common interests. A final goal of ecological public relation becomes accordance between public and individual enterprise concerns.

Ecological public relation just are in progress, but it will become essential part of eco-buisness and green tourism, because of new task of environmental policy is no confrontation but cooperation ecological public movement with business.

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