Jackson Hole PR Firm Provides Eco-friendly Public Relations Tips

March 18, 2009 (PRLEAP.COM) Travel News
Jackson, Wyoming - March 18, 2009—According to a Jackson Hole PR firm specializing in travel public relations and ecotourism public relations, PR departments wanting green cred with media contacts need to do a "green audit" of their practices. Industry best practices are changing fast, and yesterday's state-of-the-art tactics can be today's PR faux pas.

"We have ecotourism clients who could receive negative coverage if we miss the slightest green detail," says Darla Worden, principal of WordenGroup Strategic Public Relations, a Jackson Hole PR firm specializing in travel, art, architecture and ecotourism. "Most corporate PR departments and public relations firms are extra-vigilant about eco-friendly tactics these days, but it never hurts to have a checklist:"

Mailing envelopes: It's possible to special order envelopes made from 100-percent post-consumer recycled material.

Letterhead: Encourage clients to print on recycled stock. Or better yet, use electronic letterhead. "It's rare when we actually send something via USPS," says Worden. "We still have letterhead we printed three years ago."

News releases: If you ask a reporter, "When was the last time you received a news release in the mail?" the answer may go back several years. Most media professionals prefer to receive news via email. But make sure your pitch is carefully written, targeted to the media's audience and sent to the right editor to avoid filling up inboxes unnecessarily; a professional PR firm will have up-to-date information about key contacts and can even provide services like incorporating Search Engine Optimization strategies.

Clip books: Consider receiving clips and sending them to clients electronically. It's not quite as satisfying as plopping down a three-inch binder filled with glossy pages, but Worden says many of her firm's clients have opted to save a tree and view clips primarily online.

SWAG: Minimal is the way to go today, providing usable, eco-friendly items appropriate to a particular event. For example, WordenGroup recently recommended aluminum water bottles and reusable shopping bags at a press event with the electronic press kit URL printed on a business card of recycled stock.

Press Kits: Electronic kits are the preferred method, so be clever about getting the link information to media in a memorable way. Hand-out kits waste paper, says Worden: "One time I visted a New York City editor who had built a chair from the media kits she'd received-a clever way to recycle paper press kits, but also proof those kits weren't being read."

Collateral materials: From brochures to news releases to newsletters-all the pieces can be created and sent electronically, as well as being available by link on a client's website press room.

WordenGroup Strategic Public Relations is a boutique public relations firm representing companies in hospitality, tourism, ecotourism and architecture-many with eco-friendly components. Based in Jackson Hole, Wyo., the firm also has associates in Denver, Colo. For additional information, visit www.wordenpr.com.

Media Contact: Darla Worden, WordenGroup Strategic Public Relations, darla@wordenpr.com, 307.734.5335