As consumer concern has turned to the economy, interest in purely green PR strategies has waned. To drive awareness, firms must re-evaluate the way they package their clients' environmentally based marketing programs to make them more relevant.
Despite the financial climate, RFPs within the past few months have still requested that agency work focus on sustainability and communication of companies' environmental stories, according to Dave Chapman, partner and director at Ketchum West.
“We're getting a lot of [RFPs] ...